2011 Export offensive

Swiss meat is on its way to foreign shelves

The umbrella organisation of the Swiss meat industry, wants to follow up the successful export of chocolate and cheese and bring Swiss meat specialities onto the German market. This is why Proviande will once again be supporting the meat sector in 2011, with numerous marketing and merchandising measures. Thanks to sales-supporting marketing activities, Swiss meat is now being discovered by the German market, due to its unique qualities.

Over the course of the year, Proviande will take the media and business world on a journey of discovery – a journey that, over the course of eight months, will introduce participants to the world of Swiss meat. With regular mailings, Proviande will provide detailed information on the “lifecycle” of a Swiss cow. With regard to this, the focus will lie, for example, on breeding, husbandry and processing, in the context of safety and sustainability. Further emphasis will be placed on the refinement of raw materials in accordance with Swiss quality criteria. “The interplay of all these factors leads to first-class, high-quality meat specialities, which can be used to shape the market and for which it is not ultimately the higher price that determines a listing, but the taste and the opportunities for differentiation”, claims Stephan Scheuner, the Head of Marketing Communications Abroad, with conviction.
Consumers in Germany and Austria are already demanding a higher quality in their foodstuffs, particularly in the case of specialities. They are very interested in regional products and are especially aware of the importance of food safety. These values are embodied by Swiss meat specialities, such as Valais dried meat. Scheuner adds: “In this respect, I think there is a very good chance of achieving fixed listings of Swiss meat specialities on the market right now.”

Experience “Swiss meat”

The second joint appearance under the umbrella brand “Swiss meat” at the Anuga food fair, with the companies DeliSwiss, Orior Gruppe, Suttero – Ernst Sutter AG and, for the first time, also Michel Ebener SA, will be the highlight of the 2011 export offensive, and will emphasise at the same time the increased commitment of the sector in the area of developing export markets. “The trade fair provides an excellent platform for establishing and consolidating contacts with the major national and international decision makers on the market”, explains Scheuner.