Cheese marketers want to remain independent 

Switzerland Cheese Marketing (SCM) criticizes the plans of the Federal Department of Economic Affairs (FDEA). This wants to
Advertising efforts by governmental and semi-governmental organizations
of the Confederation, in particular Switzerland Tourism, Presence
Switzerland and Location:Switzerland. The FDEA is now proposing to the Federal Council,
SCM's product promotion measures were also integrated into the new organization.
to be included. The cheese marketer is against this, stating that she
I do not advertise the country, but Swiss cheese at home and abroad.
actively promote. SCM's activities are supported by the industry
and co-financed by the Federal Office for Agriculture. These are
This involves sales promotion aids that are not linked to a performance mandate.
are connected. SCM is an independent legal entity and
continue to strive for independence in the future. In order to achieve a resounding
effect on the markets, a common logo for the
product category cheese is necessary. Such a logo is required for cheese on all
markets. This is now being achieved through a
uniform appearance would be inappropriate in marketing terms.
not possible in the eyes of cheese marketers. The many years
market development in the cheese sector would be nullified, according to the communiqué.
SCM is already looking for synergies with other organizations such as
for example with Switzerland Tourism. Different
Communication objectives have so far been closely linked to the
limits and would continue to do so in the future.