Emmentaler: More marketing for higher sales

The Emmentaler Switzerland variety organization wants to improve the marketing of Emmentaler. By 2010, 90 percent of packaging is to be standardized in order to increase recognition. Marketing funds will be increased to finance a marketing impulse program in the core markets of Switzerland, Italy and Germany. The product contribution is to be tripled - from 20 to 60 centimes per kilogram. In addition, investments are to be made in promotional activities in cooperation with the retail trade.
Sales of Emmentaler fell by around 3 per cent last year to just over 29,000 tons. This was partly due to unfavorable exchange rates and increased international competition, as Emmentaler Switzerland announced on Tuesday after the delegates' meeting in Bern.