GERMANY
the European Union, Switzerland had long been an island where Swiss shops and supermarkets determined and dominated market dynamics. This situation changed drastically after the arrival of the German discounters Aldi in 2005 and Lidl in 2009. The VSP was founded in 1938, and mushroom producer Cédric Stadler is the current president. Badertscher is the executive officer of the VSP and other board members include Christian Fanger of Kernser Edelpilze, Thomas Suter of Fricktaler Biopilze and Roland Vonarburg of Wauwiler Champignon. Badertscher: “Our goal is to improve the market situation of Swiss mushrooms compared to imported mushrooms. As Swiss producers, we do this by working together under the Schweizer Pilze brand and representing the interests of our members. There are about nine million inhabitants in Switzerland, compared with 83 million in Germany. We produce around 7,800 tons a year, in Germany production is ten times that.
Mushroom imports fluctuated for years at around 1000 tons annually, but since the arrival of the discounters Aldi and Lidl, this has risen to more than 4000 tons, while Swiss production has remained at the same level. These newcomers are very influential. Their strategy is to offer the lowest price, whereas the VSP aims to get a higher price for our Swiss products. The market for exotics is showing slight growth in our country and our own producers seem to be benefiting from this. Sales of organically grown mushrooms, certified in compliance with Bio Suisse standards, are also increasing marginally. In a Europe-wide ranking, Switzerland has the highest per capita consumption of organic products.” However, mushroom consumption per capita in Switzerland lags behind the rest of Europe, at around 1.5 kg per person per year. Badertscher: “The five largest food retailers in Switzerland are Migros, COOP, Denner, Aldi and Lidl. Apart from Denner, they all offer both
One of the trailers used to transport filled trays to the customers.
It is very obvious that this is a tray farm. All the trays are cooked out in a separate room before being refilled.
The tray filling line.
A Christiaens Group pulling winch to empty the tunnels. 12 MUSHROOM BUSINESS
A phase I bunker with top filler.
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