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The Emmentaler AOP has slightly increased its exports in the first half. In addition to the stronger euro, director Stefan Gasser sees marketing and premium strategy as reasons for this.
In recent years, the Emmentaler AOP has been struggling with export declines. In contrast, exports increased in the first half of 2018 compared to the same period of the previous year. They increased by 80.7 tonnes or 1.6% to 5,263 tonnes. This makes Emmentaler AOP, after Gruyère AOP, the second most exported type of cheese in Switzerland.
The more favorable franc / euro rate is certainly one of the reasons for the positive development from January to June, says Stefan Gasser, director of Emmentaler Switzerland's variety organization. He sees, however, other reasons for it. "We are constantly pursuing our quality and quality strategy and we want to be closer to the consumer," says Gasser. This has a positive effect on both exports and Switzerland.
Paid according to Gasser and the expansion of point-of-sale marketing. To be present, it is very important in the foreign and Swiss markets. In the export markets, Emmentaler realizes such promotions in Germany, Italy, France and Belgium. The Emmentaler AOP also benefits from its well-known Swiss brand reputation. According to Stefan Gasser, the evolution of the rest of the year depends on the evolution of the exchange rate of the euro, according to the latest ranking of "landscape of Swiss brands". You can feel immediately when the euro falls as the last time something new. Especially the important export country Italy is very price sensitive. Emmentaler Switzerland intends to pursue its quality and quality strategy in a manner consistent with the core marketing activities and POS activities at national and international level.
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