The Champidor package.
that freshness and appearance are the most important factors for mushroom buyers, followed by local Swiss production. Both producers and buyers can therefore benefit from collaboration. There is a growing trend towards mushroom consumption among the Swiss population, partly due to changes in modern dietary preferences such as the rise of veganism, and partly due to incre- ased environmental awareness with a cor- responding growth in demand for organic produce. ‘Swissness’, regional origin, freshness and sustainability are all gaining in importance among large buyers as well. The Swiss button mushroom industry is innovative, produces at a very high level of quality and has been generating annual growth despite the competition of cheaper import products.
The Champidor idea
With the Swiss vitamin D-enriched Cham- pidor button mushrooms, the VSP contri- butes to addressing the existing vitamin D deficiency among large parts of the Swiss
population by supporting a varied, balan- ced diet and healthy lifestyle. The Champidor project of enriching mushrooms naturally with vitamin D was launched under the premise that it must yield benefits for the entire Swiss mushroom production marketed under the ‘Champignons Suisses’ label. The positive image of ‘Champignons Suisses’ was to be enhanced further, thus contributing to supporting the prices in the standard pro- duct range. Furthermore, market distorti- ons within Swiss production were to be avoided. The vitamin D content of Cham- pidor mushrooms is verified by the Swiss Vitamin Institute in Lausanne and confir- med by a relevant quality label. Champidor mushrooms are marketed exclusively via COOP, one of two major distributors in Switzerland, for the time being. Significant joint communications campaigns were successfully implemented both before and during the market launch. The VSP offers the Sunshine booster/Vita- min D booster innovation for sale to inter- national producers, provided this does
not result in competition with Swiss producers.
Interview with Cédric Stadler The Stadler Culture de Champignons SA family business in Aigle has been produ- cing button mushrooms since 1943. Cédric Stadler took over as the company’s mana- ger in 2011. Production started at 12,000 kg per year and increased to currently 20 tons per week. The company employs 62 staff. • What role does Stadler Champignons play in the Swiss market?
“For the VSP Association of Swiss Mushroom Producers, the production of Stadler Culture de Champignons SA in Aigle is strategically important, as the company supplies the entire western (French-speaking) part of Switzerland daily with fresh button mushrooms de Paris. A joint innovation has been implemented with CHAMPIDOR vitamin D-enriched mushrooms. Given that consumers in this part of the country value regional produce particularly highly, the company plays
Ò MUSHROOM BUSINESS 27
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