At the helm of Serbeco, Bertrand Girod promotes circular economy on a daily basis
To celebrate 15 years of commitment to sustainable innovation, CleantechAlps is launching the “ 15 years – 15 faces “initiative, highlighting personalities who are shaping the Swiss cleantech ecosystem. We give voice to entrepreneurs, researchers, and innovators who, through their commitment and vision, are shaping the future of clean technologies in our country. Meet Bertrand Girod, director of the Geneva-based company Serbeco, specialized in waste management, cleanliness, and renewable energy production.
Immersed from an early age in the company founded by his father, Bertrand Girod nevertheless chose to explore other professional avenues before taking over the leadership of Serbeco.. This experience gained outside the family business enabled him to develop a keen sense of innovation and its potential. “ I’ve always been committed to evolving Serbeco in line with our family values, while bringing a strategic vision focused on innovation and sustainability,” he shares.
Sustainability rooted in the company’s DNA
For Serbeco, sustainability is not a recent trend, but rather a core foundation of the company. “Due to the nature of our work, Serbeco has always had both feet in sustainability and the circular economy—even before these terms became mainstream,” emphasizes Bertrand Girod. The company has continually developed new services and processes to help its clients progress in sustainable development.
Key milestones include investments in renewable energy production, the transition to alternative mobility (from biofuels to electric vehicles), and the development of modern waste-sorting infrastructure. Did you know that Serbeco’s site in Satigny was the first in Switzerland, over a decade ago, to host an electric excavator developed by Liebherr? The company has also diversified into wood fuel distribution, the operation of heating plants and district heating networks powered by renewable energy, and a returnable dish rental and washing service—created in partnership with two other companies. Not to mention social sustainability initiatives aimed at reintegrating workers into the labor market.
Balancing responsibility with competitiveness
In today’s context of ecological transition, Bertrand Girod clearly identifies the challenges faced by SMEs like his. “The main challenge is balancing responsibility and competitiveness. In our highly competitive sectors, all of these developments require resources and skills that must be absorbed while taking market conditions into account.”
He also points to a persistent gap between the rhetoric and actions of some contracting authorities, especially public ones, as well as the frequent regulatory changes that must be anticipated. Despite these obstacles, this pragmatic leader remains resolutely optimistic and sees a major opportunity in the ability to offer practical and local solutions to support the transition.
Sustainability shouldn’t be a constraint
To combine long-term economic viability with environmental commitment, Bertrand Girod focuses on integrating innovation at the heart of the company’s strategy, investing in employees, and building business models aligned with ecological imperatives.
His advice to SME leaders facing sustainability challenges is clear: “Make sustainability a value-creation driver by fully integrating it into the business strategy rather than treating it as a constraint.”
Additional information : www.serbeco.ch
Bertrand Girod’s favorite quote
“They didn’t know it was impossible, so they did it.” »
– Mark Twain
This quote by Mark Twain perfectly captures the entrepreneurial spirit of Bertrand Girod and Serbeco.. In the face of the complex challenges of ecological transition and the economic constraints of the sector, Bertrand Girod chose to turn these obstacles into business opportunities through innovations.. His inspiring journey shows that with determination and vision, it is possible to develop sustainable and economically viable solutions—even when the path ahead seems full of obstacles.
A family fully committed to Serbeco
The name Serbeco is a contraction of three French words: SERvice, BEnnes (dumpsters), and COntainers. The company was founded in 1977 by Ernest Pluss and acquired in 1991 by Bernard Girod, when it had just three employees and two trucks. For more than 20 years, Bernard Girod worked tirelessly to develop a more sustainable waste collection and sorting model, making him one of the Swiss pioneers in recycling—especially in the Geneva area. In 2010, he passed the leadership of the company to his eldest son, Bertrand Girod. His younger son Matthieu became Commercial Director in 2019, and Ludovic, the youngest, is now Head of Logistics and Operations.
Like his father, Bertrand Girod is a committed figure in the cleantech ecosystem, having developed innovative solutions for ecological transition. His journey perfectly reflects the vision and mission of CleantechAlps, which has worked for the past 15 years to promote clean technologies and sustainable innovation in Western Switzerland. It is only natural that a relationship of trust has developed between Serbeco and CleantechAlps. The two entities (some would even say “buddies”) continuously inspire each other through the exchange of real-world examples and best practices to share with ecosystem actors. And this since the very beginning of CleantechAlps in 2010—the same year that Bertrand Girod took over Serbeco. A collaboration written in the stars—or nearly so!
The 15-year anniversary concept
For the past 15 years, CleantechAlps has been committed to advancing its vision and connecting talents, stakeholders and solutions that drive the transition toward a more sustainable future in Western Switzerland. To mark this anniversary, we wish to highlight the individuals who bring our ecosystem to life every day — through their projects, their dedication and their vision.
“15 Years – 15 Faces” features fifteen personalities, fifteen journeys, fifteen voices that embody cleantech. From technology to policy, from research to industry, from local to international — these women and men are building, each in their own way, the cleantech solutions of today and tomorrow. Through their stories, we share with you the successes to which CleantechAlps has contributed — notably by serving as a facilitator of connections, dialogue, and collaboration. Discover their passion. Their inspiration. And their vision for a more sustainable future.
