WP 2 – Identification of Best Practices in the Collective Commercial Valorisation of Alpine Food ICH WP leader: Kedge Business School
Activity A.T2.2 Field Study of Relevant Cases of Success: Collective Marketing of the Murnau Werdenfelser Cattle
Involved partners: Florian Ortanderl Munich University of Applied Sciences
This project is co-financed by the European Regional Development Fund through the Interreg Alpine Space programme.
Abstract In Upper Bavaria, a network of farmers, butchers, restaurants, NGOs and a specially developed trade company cooperate in the safeguarding and valorisation of the endangered cattle breed Murnau Werdenfelser. The company MuWe Fleischhandels GmbH manages large parts of the value creation chain, from the butchering and packaging, to the distribution and marketing activities for the beef products. It pays the farmers a price premium and manages to achieve higher prices for both beef products and beef dishes in restaurants. The activities of the network significantly contributed to the safeguarding and livestock recovery of the endangered cattle breed.
Kurzfassung In Oberbayern arbeitet ein Netzwerk aus Landwirten, Metzgern, Restaurants, NGOs und einem speziell dafür entwickelten Unternehmen an der Erhaltung und In-Wert-Setzung der bedrohten Rinderrasse Murnau-Werdenfelser. Das Unternehmen MuWe Fleischhandels GmbH organisiert große Teile der Wertschöpfungskette, von der Metzgerei und der Verpackung, bis zur Distribution und allen Marketing Aktivitäten für die Rindfleischprodukte. Es zahlt den Landwirten einen Preiszuschlag und erzielt Premiumpreise für die Rindfleischprodukte, als auch für Rindfleischgerichte in Restaurants. Die Aktivitäten des Netzwerks haben entscheidend zur Erhaltung und Erholung der Bestände der bedrohten Rinderrasse beigetragen.
1.1 Case typology and historical background This case report analyses a network-based marketing approach for beef products and dishes of the endangered Bavarian cattle breed Murnau Werdenfelser. At the center of the network is a marketing organisation that manages the Murnau Wedenfelser brand, MuWe Fleischhandels GmbH, and a restaurant, Der Pschorr; behind both, is the same entrepreneur who has had a central role in federating other supply chain actors and promoting the production and consumption of Murnau Werdenfelser beef. The breed is considered as the only autochthonous cattle breed of Upper Bavaria and is predominantly held extensively in small herds on full-time farms. The ability to utilise sparse pastures, hard hooves and their agility in difficult terrain make Murnau-Werdenfelser cattle predestined to be kept on wetlands and on steep mountain slopes.
Even though genetic analysis has been conducted, it remains unclear from which cattle breeds the Murnau-Werdenfelser originally developed. Literature presumes, that the basis were early variants of Oberinntaler Grauvieh, which were imported by the Upper Bavarian monasteries Murnau and Ettal from the Tyrolian monastery Stams. Until the end of the 19th century, the Murnau-Werdenfels region almost exclusively knew Murnau-Werdenfelser cattle that were kept as triple-purpose breed (primarily for milk production and the tractive power of the oxen, slaughtering was limited to older animals). The Murnau-Werdenfelser oxen were renowned through all of Europe for their temperament and force, which had a negative effect on the development of the breed, since many farmers decided to sell their best bull calves as oxen instead of using them for breeding. The resulting shortage of breeding animals was compensated through the use of Ellinger, Murbodner, and Franken bulls, as well as Allgäuer, Montafoner and Schwyzer Braunvieh and several breeds of Grauvieh. However, according to Sambraus (2010), the districts of Garmisch and Murnau remainded largely spared from these practices. In 1901, the “Zuchtverband für einfarbiges Gebirgsvieh in Oberbayern
“(Breeding Association for Single-coloured Mountain Cattle in Upper Bavaria) was founded in Weilheim. The association tried to purify the breed in the following two decades. At the beginning of the 20th century, however, the breed started to become more and more displaced by Fleckvieh (Simmental) and Braunvieh, which could produce higher milk yields. Additionally, the two world wars were impeding the work of the breeding association significantly. The breed could only survive thanks to a few strong-willed farmers that stood by the Murnau-Werdenfelser breed nevertheless. In the district of Garmisch-Partenkirchen, the Murnau-Werdenfelser breed still accounted for 93,6% of all cattle in the year 1936. The “Zuchtverband für das Murnau-Werdenfelser Vieh”, a breeding association specifically for the breed, was founded in 1952 and tried to safeguard it despite the accelerating transition to other breeds. Notwithstanding all these efforts, the livestock kept on decreasing and the breed was in critical danger of extinction. Since the 1980s, the safeguarding efforts have been supported by state-funded conservation programmes: Additional to the preservation of gene reserves, a state-owned herd and a support programme for farmers have been introduced. According to one of the farmers, these measurements were taken at the initiative of the Bavarian agricultural minister of the time, Hans Eisenmann (1969-1987). In 1981, the “Gesellschaft zur Erhaltung alter und gefährdeter Haustierrassen” (society for the safeguarding of old and endangered domestic animal breeds) was founded and the remaining livestock could be merged and stabilised. In 2006, less than 160 thoroughbred animals have been listed in the herd book. Through the foundation of a support association and the cooperation of breeders, farmers, authorities and NGOs, the livestock began to recover.
1.2 Methodological Procedures Within this case study, the following data have been collected and analysed:
- 1 interview with the chairman of the safeguarding association in Munich who is also owner and manager of the marketing organisation MuWe Fleischhandels GmbH and the restaurant Der Pschorr; - 5 additional interviews with the active Murnau-Werdenfelser farmers in key positions of the network, one of them is simultaneously the chairmen of the breeding association, another the chairman of the safeguarding association in Garmisch-Partenkirchen; - 1 internal presentation of current data regarding livestock and yearly sales by the interview partner; - Financial data published on Bundesanzeiger.de – the German Federal Gazette; - Photo documentation of beef prices at involved supermarket; - Menus of Der Pschorr and six other inner-city restaurants in Munich; - Website, Facebook-, Instagram- and YouTube accounts of the brand Murnau Werdenfelser – Bestes vom Rind
1.3 Evaluation
1.3.1 Key Internal and External Processes
Main actors involved, internal processes and network relations
While many actors are actively involved in the safeguarding of Murnau Werdenfelser cattle, this case report will primarily focus on the networks for commercial valorisation through collective marketing. The most successful approach that was identified during the desk research is a network for marketing beef, which is centred around Jürgen Lochbihler, his business MuWe Fleischhandels GmbH and his restaurant Der Pschorr in Munich.
Figure 1: Graphical representation of the network
Source: our elaborations, using organisation logos from respective websites
The centre of the beef network is the MuWe Fleischhandels GmbH with its brand Murnau Werdenfelser – Bestes vom Rind. This company currently cooperates with 52 Murnau Werdenfelser farmers who are all based in Bavaria and mostly inside the original breeding area, and three regional butcheries. The cooperation with the farmers includes certain regulations concerning animal husbandry and how the animals have to be fed to comply with the quality standards. Once the cattle are ready for slaughter, the farmers sell the whole animal to the MuWe Fleischhandels GmbH and drive them individually in a small trailer to one of the butcheries, where it is slaughtered. At the main butcher Petermichl in Antdorf the meat is matured, cut, partially processed to sausages, beef ham and burger patties and finally packed. There are several ways of distribution of the meat products, which can be categorized into direct selling, selling through/to gastronomy and cooperation with local supermarkets.
Through direct selling, whole cuts, offal meat, burgers and different butchery products are available. The customer can fill out an order form available on the website murnauwerdenfelser.de and pick up his order three days later at the restaurant Der Pschorr in the centre of Munich.
This restaurant, which like the MuWe Fleischhandels GmbH is also owned and managed by Jürgen Lochbihler, is situated in the highly frequented inner city of Munich, right on the historic market Viktualienmarkt (which is listed on the Bavarian Intangible Cultural Heritage register) and was also the first to offer specialty dishes from Murnau Werdenfelser beef. To ensure the utilization of the whole animal “nose to tail”, the menu usually does not offer premium cuts, because the demand for these cuts would outweigh the demand for other parts by far and could not be supplied continuously. Instead various traditional dishes (some of them in modern variations) can be found, that are based on other cuts, as well as specialty offal dishes. In 2018, two other restaurants started offering Murnau Werdenfelser beef as burgers, one restaurant at the soccer field in the Munich suburb Germering called Sportsfreunde and one specific Burger restaurant in the town Murnau at lake Staffelsee called Lido Beach&Burger. The production of burger patties was described as another way (albeit non- traditional) of utilising parts that would otherwise be hard to sell.
The burger patties are also available frozen at the 18 cooperating supermarkets in the region of origin and in Munich. These are owner-managed supermarkets, licensed by one of the two supermarket chains EDEKA (5) or REWE (13). Usually, they also offer sausage specialties and different cuts of fresh meat in the supermarkets butcher’s shop, which they portion for the customer.
The following map shows the spatial distribution of points of sale, the three restaurants are marked in blue, EDEKA supermarkets in yellow and REWE supermarkets in red (see Figure 1).
Figure 2: Spatial Distribution of Points of Sale
Source: Our elaborations, using geoportal.bayern.de and data from murnauwerdenfelser.de
In late 2018, a new product line of ready-made beef soup and sauce Bolognese was added under the brand Vom Wirtshaus. The products are made in the restaurant Der Pschorr from Murnau- Werdenfelser bones and meat and sold in 104 REWE supermarkets in and around Munich. This can be considered an innovative way of utilizing meat scraps and bones at a large scale.
Closely related to this network, with many members being part of both organisations is the “Förderverein für das Murnau-Werdenfelser Rind”, an association for the support and safeguarding of the Murnau-Werdenfelser breed, of which Lochbihler was elected first chairman. Apart from already mentioned stakeholders, this association also includes members of Slow Food, including the chairlady of Slow Food Germany, Dr. Ursula Hudson. The members carry out voluntary work to support interested farmers with livestock farming and breeding. The association also cooperates with the “Gesellschaft zur Erhaltung alter und gefährdeter Haustierrassen” (society for the safeguarding of old and endangered domestic breeds) to raise public awareness for the breed.
Not all Murnau-Werdenfelser farmers are part of the marketing network or the association, while the markteting network currently contains 52 farmers, the breeding association lists 77 breeders in 2017. Some direct sellers focus on their own marketing and there is another association that was founded 2016 in the district of Garmisch Patenkirchen by traditional Murnau Werdenfelser dairy farmers that created a network for producing and selling Murnau-Werdenfelser cheese. Another important association that needs to be mentioned are the Weilheimer Zuchtverbände (society of breeders). All these associations and the farmers are closely connected and work together on the aspects of safeguarding (which in this context specifically includes systematic breeding to recover the livestock) and awareness raising.
1.3.2 Business and Financing Model
The MuWe Fleischhandels GmbH organizes the cooperation with the farmers, butcheries and distribution partners and is responsible for almost all marketing activities, from product development, packaging and design, communication and promotion (in cooperation with the selling restaurants/supermarkets) to distribution/logistics. It also carries a large part of the financial risk within the network by continually financing a large stock of perishable products that need to be sold on.
The company has been growing steadily over the last years, from 17 supplying farmers and 117 slaughtered cows in 2013 to 45 supplying farmers and 293 slaughtered cows in 2018. In terms of profitability, the 2017 financial data of MuWe Fleischhandels GmbH (as published on bundesanzeiger.de) show an accumulated loss of € 453,075.13 – of which € 363,075.11 are deficit not covered by equity. Even though the annual accounts of 2017 stated negative net assets, the commentary states that the management took apt measures to balance the loss by the time of the balance sheet preparation. All liabilities could be met on time, ensuring financial solvency.
1.3.3 External Processes, Adopted Marketing Strategies The offered products and gastronomic services are positioned in the premium segment, promising superior quality for a higher price (a price comparison is following in the analysis of economic success). The product range is characterized by the approach of utilizing the whole animal “nose to tail” and includes more traditional solutions to the problem (such as traditional specialty dishes at Der Pschorr and the direct selling of whole cuts and organ meat), as well as innovative solutions aimed at modern consumer preferences (frozen American style burger patties, ready-made beef soup and sauce Bolognese).
The marketing concept is designed to be regional in regard to production and distribution. Even though he thinks the product quality would also allow to sell to selected gourmet shops worldwide as it is done with Kobe beef, Jürgen Lochbihler explained he wants to offer products “from the region - for the region”. All points of sale are within the region of origin and in/around Munich as the nearest concentration point of commercial activity.
The brand name exemplifies this approach: it communicates the name of the breed Murnau Werdenfelser - Bestes vom Rind, which contains a geographical reference to the market Murnau and the former county Werdenfels. Within the region of origin, this reference explains itself, however, for most people outside of Upper Bavaria, the name has most likely no meaning. The concept also includes the use of regional fodder, which for the biggest part is produced by the cooperating farmers themselves. Within the last two months before slaughter, the cattle can only be fed with hay and grass, to ensure a certain texture and taste of the meat, which is promoted as “grass-fed beef”.
The quality label Geprüfte Qualität Bayern assures the origin from Bavaria and certain quality standards. As is visible in the newer promotion material, the burgers patties are also certified with the protected geographical indication (PGI) Bayerisches Rindfleisch (Bavarian beef). Association members also discussed the possibility to produce exclusively organic beef, since 73% of the delivering farmers are already organic certified. According to the interview partners, non-certified farmers are using the same farming practices, but run such small operations that a certification (and the resulting documentation and controls) would not be viable for them. To not exclude these small- scale farmers, it was decided against an organic label.
The promotion includes classic media channels like advertising through posters, leaflets and regional newspapers by the sales partners Figure 3: Poster in Supermarket in Utting,
Source: own photograph
Figure 4: Print Advertisement
source: facebook.com/MurnauWerdenfelserRinder/
Furthermore, billboard advertisements are made on selected farms that are well visible in the area, in the shown picture from Eschenlohe, the cows graze right next to the barn with the billboard during summer and are visible for people passing through.
Figure 5: Poster on farm building in Eschenlohe
source: own photograph During the summer months of 2018, the supermarket chain REWE promoted the products within their “REWE-regionality-campaign”, which included a TV commercial with the FC Bayern player Thomas Müller visiting the farm of Murnau-Werdenfelser farmer and MuWe Fleischhandels supplier Georg Schlickenrieder (https://www.youtube.com/watch?v=G2D0DqQOfQE), as well as 150 large format billboards within the sales region showing Schlickenrieder with a Murnau-Werdenfelser cow.
Figure 6: Thomas Müller in Rewe commercial
source: screenshot from youtube.com
Figure 7: ReWe Billboard with Georg Schlickenrieder and Murnau Werdenfelser cow
source: merkur.de
The MuWe Fleischhandels GmbH actively uses social media (Facebook, Instagram, YouTube) to promote their products, share events and activities, as well as coverage in other media and adopts a
storytelling approach (so far 9 high quality videos, posts on Facebook and Instagram about every week) to communicate multiple narratives, including: • happy animals and harmonic farm life (majority of posts and videos); • high quality of meat (info-video on factors of meat quality and meat aging, another video on feeding, posts containing product-presentations and recipes); • heritage and authenticity (interviews of expert for endangered species, posts of historic photos).
The brand Murnau Werdenfelser Rind is active on social media and the accounts appear to be professionally managed Figure 8: Facebook Account
source: facebook.com/MurnauWerdenfelserRinder/
Figure 9: Instagram Account
source: https://www.instagram.com/murnauwerdenfelserrind/
The Facebook account https://www.facebook.com/MurnauWerdenfelserRinder has currently 693 followers. The posts described as “happy animals and harmonic farm life” are the ones generating most user interaction (about 50 likes, several positive comments), while product related posts receive less likes (mostly under 10) and more critical comments and questions (regarding animal welfare, use of plastic packaging, etc.), which have been answered in a professional manner by the account manager.
On the Instagram account https://www.instagram.com/murnauwerdenfelserrind, which is followed by 223 users, also the “happy cow” pictures generate the most likes; here, no critical comments could be found. Analysing the posts, it becomes apparent that the account is managed more professionally since November 2017, when it started publishing more diverse posts (as well as “foodie-posts”) and using more Instagram-specific hashtags promising visibility.
Figure 10: YouTube Channel
source: https://www.youtube.com/channel/UColczaxcmGo2NozpWJOEJKA/about
The YouTube channel existed since 2014 and has accumulated 37.892 views of the videos since, which are shared over the company website and the Facebook account. The most successful video about the feeding of Murnau-Werdenfelser cattle (https://www.youtube.com/watch?v=cQ1D0jodon4&frags=pl%2Cwn) has currently 16.561 views, 47 likes and 1 dislike. Very few comments have been made and only of positive nature, one was from a farmer interested in the breed who explicitly inquired where he could buy calves.
1.3.4 Economic Results and Impact on Safeguarding
The initiative follows the Slow Food principle “safeguarding through eating”, and the livestock statistics show positive results in that regard. Even though breeding Murnau Werdenfelser cows takes a long time compared to other breeds, the livestock continually recovered since the start of the initiative. While different sources report different estimates (depending on what exactly is counted), the number of cows in the herd books of the organisations cooperating with the MuWe Fleischhandels GmbH recovered from 118 in 2005 to 857 in 2017. All interviewed farmers attribute this turn-around to the engagement of Jürgen Lochbihler, who created a major incentive for farmers to keep and breed Murnau-Werdenfelser cattle by paying initially twice the amount of the list price for this breed. Georg Schlickenrieder, who was one of the first three organic farmers cooperating with Lochbihler, explained how significant this offer was by comparing it to the price premium that he received at the time for organic meat, which was between 3% und 10% and reports that today the MuWe Fleischhandels GmbH pays the farmers a price premium (depending on various factors, including genetic purity) between 30% and 70%. Schlickenrieder also explains that this marketing structure and the attention the breed receives influenced the prices breeders receive for Murnau-Werdenfelser calves, which used to be about half the price and is now up to double the price of a Simmental calf. It is also reported that many farmers changed their operation from dairy farming breeds with higher milk yields to suckler herds of Murnau-Werdenfelser cattle, since it became commercially viable and is considerably less work.
To balance this fair price to the suppliers for the base product, the MuWe products have to be sold at a premium price through all distribution channels and also the “nose to tail” approach, as well as the second level of value creation through the restaurant is essential: Lochbihler was often quoted saying that through the utilisation of the whole animal, he would need to charge on average only one Euro more per dish at his restaurant to able to afford paying the farmers double. But it was also told by the
interview partners that he revoked this statement at a later stage, when using all bones, offal and less demanded cuts became increasingly difficult with growing volume.
The premium price becomes apparent when comparing the prices of MuWe products with comparable “regular” beef products. The integrated butcher shop at the REWE supermarket in Utting offers fresh cuts of meat and sells MuWe beef, as well as regular beef. Even though not all cuts have comparable counterparts, the ones that do show a clear tendency, as do the frozen burger patties (see Figure 12 and Table 1) The calculated price premiums are added in brackets. Another interesting observation from this supermarket is, that the MuWe Roastbeef (€ 4.59/100g) is sold cheaper than imported U.S. Roastbeef (€ 4.99/100g). Figure 12: Beef Cuts with Price Tags
source: own research and photographs, July 2018
Table 1 – Price Comparison of Beef Cuts in a Supermarket Cut 100g Price Regular Beef 100g Price MuWe Flanksteak € 1.39 € 3.29 (+ 137%) Tafelspitz € 1.50 € 2.79 (+ 86%) Roastbeef (Rinderlende) € 2.79 € 4.59 (+ 65%) Burger Patties € 0.80 € 1.60 (+ 100%) source: own research and photographs, July 2018
To analyse the price premium of the gastronomic offers based on MuWe beef at the Pschorr, the menus of several restaurants of similar quality in the inner city of Munich offering similar dishes have been compared (see Table 2). Especially interesting is the comparison with dishes using another type of regional premium beef under the label BayernOx, which guaranties similar origin (districts of Miesbach, Traunstein, Weilheim) and quality as MuWe and uses the same certifications (Geprüfte Qualität Bayern, Bayerisches Rindfleisch g.g.A.), but the used cattle breed is Simmental – the prevalent breed of cattle in Upper Bavaria. Since the menus only show a certain extent of similarities and dishes of the same name might be served in different portion size with different side dishes, the price difference is not directly interpretable as price premium for MuWe beef. Additionally, even though similar restaurants in regard to locality, interiors and general price range have been chosen for the comparison, the calculation of prices might be subject to other factors. Still, a certain tendency can be recognized. The calculated price premiums (or their ranges) of BayernOx and and MuWe beef compared to regular beef have been added in brackets.
Table 2 – Price Comparison of Beef Dishes in Restaurants in Inner City Munich Dish Price Regular Beef Price BayernOx Price MuWe, Pschorr Rindertartar € 16.50 € 18.90 (+ 0% – € 19.90 (+ 5 – 21%) (beef tartar) Zum Goldenen Kalb 15%) €18.90 Schneider Bräuhaus Augustiner am Platzl Sauerbraten € 18.50 € 17.90 (- 3%) € 19.90 (+ 7%) (marinated pot Augustiner am Platzl Schneider Bräuhaus roast) Tafelspitz € 16.90 € 21.90 (+ 0% – 30%) (boiled beef) Schneider Bräuhaus € 17.80 Alter Markt € 19.90 Donisl (Organic) € 21.90 Spöckmeier Gulasch € 14.90 € 17.80 (+ 20%) € 21.90 (+ 47%) (goulash) Schneider Bräuhaus Spöckmeier Burger with 200g € 12.90 € 18.90 (+ 15 – 47%) beef patty Schneider Bräuhaus € 16.40 Spöckmeier Burgunderbraten/ € 18.60 € 19.90 (+ 7%) Ochsenbraten mit Spöckmeier Rotweinsoße (burgundy pot roast) Rinderlende € 20.90 € 33.90 (+ 37% - 62%) mit Kräuterkruste/ Schneider Bräuhaus Zwiebel-Senf € 23.70 Kruste/ Spöckmeier Zwiebelrostbraten € 24.80 (beef loin with Alter Markt different
Source: Our elaborations based on respective restaurant menu cards, July 2018
The comparison shows that all dishes using MuWe beef at Der Pschorr are priced higher than comparable dishes with regular beef or beef with another regional quality label in the inner-city restaurants of Munich. The price premium varies strongly between the different dishes: for some dishes the price difference seems to prove Jürgen Lochbihler's quote right: “with one Euro more per dish, we can afford to pay the farmers double the price”. On the other hand, the only premium cut (beef loin) on the menu of Der Pschorr is significantly more expensive than at the other Bavarian restaurants (between € 9.10 and € 13.-).
1.3.4 Evaluation of ICH commercialisation
Enabling factors and difficulties
One key enabling factor in this case has been the series of activities, carried out by different actors, for the safeguarding of the Murnau-Werdenfelser breed. The commercial valorisation activities carried out by Mr. Lochbihler would not have been possible if already in the 20th century various groups of breeders and the associations they formed had not attempted to protect the breed from extinction when it was no longer viable from an economic point of view. More recently, the work of these associations has been facilitated by the protection and support programmes funded by the Bavarian state and the engagement of NGOs like Slow Food. These actors work closely together on different activities; the most important one various stakeholders mentioned is a research project funded by the state and carried out by the Universities of Munich to identify the genome of all remaining Murnau-Werdenfelser specimen. This will permit to set up systematic breeding based on the remaining gene pool and frozen gene reserves preserved by the state, and to develop the necessary diversity of bloodlines for further growth of the livestock without risking inbreeding.
While no open conflicts are reported, the few farmers which can be categorized as “survivors” or decided to return to keeping the breed before this marketing structure existed voiced concerns and scepticism during the interviews carried out for this study. According to these long-term breeders, the commercial success brought along “opportunistic” farmers for the wrong reasons: “The trend exists. Like always, when anything is going well, some German will come along and say: I will do the same. Which does not have to be negative. But of course, the reason for some of the people to join the movement is not that they love these animals like we do and want to safeguard them, but simply commercial: That way I will earn this extra amount, so this is what I will do. For them it does not matter if the animal is well or if it belongs there, just the economic success”.
Another farmer, whose family continually bred Murnau-Werdenfelser cattle explained, why he chose not to join the association for safeguarding in Munich: “What I do not like about this association – and this is nothing against Mr. Lochbihler, we are always in contact – but there are people in the association that join the discussion about things they have – in my opinion - no clue about. Like the people from Slow Food - they discuss matters of livestock farming and want to tell the breeders what to do, and they also have a voting right, which I think is a mistake. […] I think this right should stay within the region and decisions have to be made by active farmers”.
For a collective marketing approach to work, broader mobilisation processes are required and this inevitably attracts new actors. Some, like the breeders deemed ‘opportunistic’ by the old guard of Murnau-Wedenfelser cattle aficionados, are driven by economic motivations – but the same can be said of other commercial actors in the Murnau-Wedenfelser supply chain, such as distribution channels and abattoirs. From another perspective, the inclusion of new actors brings in the issue of the governance of the safeguarding and commercial valorisation network. In the case we examined, at the core of the network is a commercial organisation that cooperates in a close manner with the association federating breeders, granting the latter fair prices that more than compensate the
additional costs incurred to produce beef from this cattle breed. The entrepreneurial vision of Mr. Lochbihler, as well as his financial investments, marketing savviness, and use of the Der Pschorr restaurant as a showcase for the Murnau-Wedenfelser beef, have to be acknowledged as an important factor in the commercial valorisation of this case. Other legal forms and governance structured could have however been possible to achieve similar results (for example, a cooperative marketing organisation owned by the breeder with an owned collective trademark or geographical indication).
Commercial valorisation of ICH
The analysis clearly shows that the activities of the MuWe Fleischhandels GmbH and the related other actors generate a surplus in local value creation on several levels and creates an effective incentive for the breeding and keeping of the endangered breed.
While a great part of the decision making is dependent on the person of Jürgen Lochbihler –who also carries most of the financial risk, a considerable network has been built up, in which different stakeholders get together regularly and an active discourse on the situation and future of the breed is taking place. Through the promotional and educational activities of the network, awareness for the breed and related farming practices is also raised in the general public.
Reference list
AlpFoodway (2018), “Deliverable T2.1.1: Map of ICH Commercial Valorisation Practices”, available at: http://www.alpine-space.eu/projects/alpfoodway/en/project-results/downloads/wp2-marketing (accessed Feb 15., 2019)
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