Annual Report 2016 of Theinterprofession Dugruyère Special Edition of Theinterprofession Dugruyère Presents Thequarterly Journal CONTENTS GRAPHICS

No 41 - May 2017 l’oiseau Annual report 2016 of theInterprofession duGruyère Special edition of theInterprofession duGruyère presents thequarterly journal CONTENTS GRAPHICS

03 MESSAGE FROM THE PRESIDENT 04 REPARTITION OF THE GRUYÈRE AOP CONSUMPTION DURING 2016 04 GENERAL SITUATION 05 MONTHLY SALES 2016 06 QUANTITY MANAGEMENT 06 TOTAL PRODUCTION 2000-2016 07 MARKET SITUATION 07 COMPARISON OF SALES 08 THE AOP FILE AND THE INTERNATIONAL SITUATION 10 COMPARISON OF QUALITY BY CIVIL YEAR 09 THE QUALITY OF GRUYÈRE AOP 14 COMPARISON OF PRODUCTION 11 NATIONAL AND INTERNATIONAL (CASEIN MARKINGS) HONOURS FOR LE GRUYÈRE AOP 15 SALES 2015-2016 (TONS) 14 MARKETING 16 COMPARISON OF GRUYÈRE AOP 18 OUR WORLDWIDE ADVERTISEMENTS YEARLY EXPORTS

20 2016 EVENTS 17 COMPARISON OF GRUYÈRE AOP EXPORTS FROM JANUARY TO MARCH 22 GOVERNING BODIES WITHIN THE INTERPROFESSION DU GRUYÈRE 22 COMPARISON OF STOCK EVOLUTION (END OF MARCH 2017) 25 COMMITTEE OF THE INTERPROFES- SION DU GRUYÈRE 24 COMPARISON OF ALPAGE PRODUCTION (CASEIN MARKINGS) 26 OUTLOOK FOR 2017 26 RECAPITULATION OF THE DISTRIBUTION OF THE TOTAL PRODUCTION POTENTIAL FOR GRUYÈRE AOP PER CHEESE DAIRY AND PER CANTON FOR 2017 www.gruyere.com

Impressum Publisher : Interprofession du Gruyère Editorial board : Translation : Graphic design : Case postale 12, CH - 1663 Pringy Interprofession du Gruyère Ms Sarah Warburton Effet-i-media [email protected] [email protected] www.gruyere.com Message from the President

Twentieth anniversary of the Interprofession to find constructive the Interprofession du solutions in a democratic way. Gruyère AOP 1999 On 1st May, the system of pro- It’s always good to know where we tection and price guarantees offered come from and where we are so that by the Swiss Confederation collapsed. we can plan for the future. For a decision to be made, it is imper- 2001 Gruyère is granted the AOC ative that a majority of each groupe If we are being honest, the pioneers certification. agrees. and founders of Gruyère had no way of No group may develop to the detri- knowing how to ensure a prosperous 2006 The cheese market between ment of the others. future. Emotion, passion and a love Switzerland and Europe is completely for the product were their motivation opened. I would like to thanks the pioneers to create something together. amongst milk producers, cheesemak- 2009 The end of milk quotas in ers and refiners who worked closely 30 years ago, a handful of people had Switzerland. with the Federal Office for Agriculture the foresight to see that a change was and had the clear vision, courage and in sight for the dairy and cheese econ- 2 011 The mutual recognition of AOC conviction to create this organisation. omy in Switzerland. and AOP certification between You are the foundations upon which Switzerland and Europe. our current success has been built. 1981 The founding of the Confrérie du Gruyère. 2012 Le Gruyère AOP Our commitments Today it boasts 1600 faithful mem- Appellation Contrôlée (controlled) bers. At their induction, each member becomes Appellation Protégée We will not produce more than the swore, one hand on a Gruyère wheel, (Protected Designation of Origin) national and international market to love, honour and defend it requires. worldwide. 2014 The brand ‘LE GRUYERE AOP SWITZERLAND’ and the name We will respect, without compromise, 1992 The Gruyère charter is signed. GRUYERE are registered in The United the decisions and regulations of the Milk producers, cheesemakers and States of America, South Africa, Interprofession du Gruyère. refiners agree to respect certain pro- Jamaica, South America and Russia. duction procedures and quality criteria. Le Gruyère AOP is produced in an ar- It is not only our product that is tisanal way. 1997 The Federal regulations which unique, the Interprofession du legislate appellations of origin come Gruyère is too! We guarantee Gruyère AOP’s quality into force. and complete traceability. The Interprofession du Gruyère is dem- 1997 The foundation of the ocratically organised. We want to ensure an adequate rev- Interprofession du Gruyère. enue and the equitable division of The highest decision-making body added value between milk producers, The founders had the good sense to is the Interprofession’s Assembly of cheesemakers and refiners. elect Pierre Dubois as their President. Delegates. He was neither a milk producer nor a Our members are independent cheesemaker, refiner or entrepreneur, 20 milk producers, 20 cheesemakers entrepreneurs. but rather a socialist experienced in and 9 refiners represent: the Swiss democratic process. As an 2200 milk producers Le Gruyère AOP Switzerland brand ex-Councillor of State for the canton 165 dairies belongs to us! of Neuchâtel, he knew how to move 54 alpine pastures forward while negotiating contradic- 9 refiners ‘cheese traders/ Long live le Gruyère AOP. tory opinions, convictions and special exporters’ interests. With his neutral outsider’s Oswald Kessler vision and his experience, he suc- We make decisions together. President of the cessfully motivated the members of No-one person is in charge. Interprofession

3 General situation

2016 has not exactly been a rest- formance by the markets in autumn tioned above, the Interprofession ful one for the Interprofession. meant their targets were reached. du Gruyère has also invested in Following the National Bank’s At the end of 2016, stocks had be- marketing both nationally and inter- unpegging of the Swiss franc come more balanced, having a nationally, near and far, such as in the against the euro in January fairly good spread of affinages. This Northern European countries, the 2015, markets deteriorated pro- meant that a production percentage United States and even Asia. One gressively, putting a strain on of 93% could be set for the first 3 of the many high points of these Gruyère AOP stocks. 2015 saw months of 2017 with the possibili- efforts was when the Confrérie du a global restriction on produc- ty of increasing this to 98% for the Gruyère travelled to New York in June tion of 3.5% which was lowered rest of the year. It seems, therefore, as part of the Fancy Food Show. This to 3% for the first 3 months of that after two highly turbulent years, journey permitted the induction of 2016 but unfortunately this then the prospect of production at 100% important partners in the American became 10% due to the high is no longer utopian. In addition to market, a market which represents volumes cellared and above the supplementary measures men- Tableau10% 1 of Gruyère AOP sales. It was all, an imbalance with regards to the high quantities of older Suisse Réserve Fonte Union USA Autres Repartition of the Gruyèrelocale (RL) AOP consumptionEuropéenne during goods being released. At the Est 14899 952 1180 7551 3043 1512 same time, the Interprofession 2016 (tons) du Gruyère spent a significant amount of money on support- Others ing sales, either by increasing 1’512 t. USA the rate of promotions nation- 3’043 t. ally or carrying out additional promotional activity on international markets. In addition to funding these exceptional measures, the Interprofession made occasional payouts to the Switzerland industrial market and covered 14’899 t. EU the costs involved in transform- 7’551 t. ing cheese which could not be given the AOP label. All these different projects had the same central aim: to promote sales of the oldest goods from autumn 2015 until spring 2016. Processed cheese Local Nevertheless, these steps should 1’180 t. Reserve Total 29’136 t. be viewed as exceptional. Good per- (LR) 952 t.

1 an indescribable honour to be able to Interprofession du Gruyère: quality, cheese. These different points will be unite our vendors in swearing loyalty quantities, profitability, value for cli- looked at further over 2017 in order to this noble cheese under the flags ents, market share, brand value, and they can be acted upon as soon as of both Gruyère and the Confrérie. the viability of the IPG. It was com- possible. Some aspects of this will pleted last autumn and delivered to be expanded upon in individual chap- Problems regarding the balanc- the Board of Directors. After a first ters: quality, quantities, marketing ing of production with sales of analysis, the report was passed on and legal aspects. Gruyère AOP have been tack- to the Committee to enable improve- led a great many times by the ments to the good functioning of the Despite these ups and downs in- Interprofession, leading them to Interprofession du Gruyère and the herent to an industry which has janviercommissionfévrier amars study avrilby a personmai juin associationjuillet asaoût a whole.septembre The aimoctobre is tonovembre humandécembre beings at its centre, it should Suisse 1272 1414 1439 1208 1423 1228 1028 1746 1529 1682 1622 1590 Exportation external821 to917 the organisation1082 782 who851 guarantee852 751 everyone987 the means1255 to1290 re- 1344be noticed1162 that investments in sev- has a large amount of experience gain some growth and in particular, eral dairies have continued, and in this area. This analysis focuses to ensure the healthy distribution of renovations or new constructions on the fundamental concerns of the any added value generated by this celebrated. These events show how much faith in this noble product exists. This encourages all those in- Monthly sales 2016 (tons) volved to continue their hard work to make Gruyère AOP known on dif- 3’500 t. ferent markets and bring pleasure to 20xx 20xx consumers. In this spirit, the victory 3’000 t. of the Amburnex Gruyère d’Alpage at the Swiss Cheese Awards is a 2’500 t. welcome ray of light in a particularly turbulent year.

2’000 t. Exportation Gruyère d’Alpage AOP will be in the spotlight again in 2017 as the 1’500 t. production of Moesettaz has been selected as the Vaud Council of 1’000 t. State’s Cheese of Excellence.

Switzerland 500 t.

jan. feb. march april may june july august sept. oct. nov. dec.

5 Quantity management

In correspondence with the de- As a reminder, the production sites due to quality issues decreased from cision taken in 2015, quantity that have been operational for less 157 tons in 2015 to 83 tons in 2016. management for Gruyère AOP than 5 years are subject to qualitative in dairies has followed the 3/9 restrictions that are twice as great as Concerning Gruyère d’Alpage AOP, system. older2000 sites. 2001 2002 2003 quantities2004 2005 to be produced2006 2007 have 2008 2009 2010 2011 2012 2013 2014 tonnes 27'364.60 27'893.80 25'443.20 26'021.70 27'224.20 28'148.40 28'883.10 28'710 28'564.40 28'749.10 28'597.10 29'051.10 29'068 29'871.70 29'824.20 stayed at 100% due to good stock In light of this, and taking into It is worth noting that with con- levels and encouraging market pros- account the market and stock situ- stant improvements in the quality pects. This speciality, at the heart of ation, the governing bodies of the of Gruyère AOP in addition to the Gruyère AOP’s origins, is alive and Interprofession du Gruyère initial- system put in place to encourage well and continues to delight the ly opted for production at 97% for the ‘cheeseability’ of the milk in fab- most discerning palates. the first three months of the year rication sites, quantitative reductions before reducing this to 90% for the 9 remaining months. This decision applied equally to traditional Gruyère AOP and Gruyère AOP Bio. This drastic restriction was nec- Total production 2000-2016 (tons) essary to stabilize stocks and in particular to restore a more healthy 30’000 t. outlook for the evolution of sales. 29’000 t. Taking into account this situation and the progress being made, the 28’000 t. Assembly of Delegates decided to postpone the Ropraz-Vuillens dairy 27’000 t. project for a year, that is until January 1 2019, whilst maintaining the open- 26’000 t. ing date of the Riffenmatt dairy for the start of 2018. This dairy will re- 25’000 t. group the existing sites of Allmendli and Scheuerguthubel with the 24’000 t. Riffenmatt company. As part of the same decision, the sites of Romanel 23’000 t. and Mamishaus have been con- 2000 2002 2004 2006 2008 2010 2012 2014 2016 firmed for 2022. 2000: 27’234.6 t. 2001: 27’893.8 t. 2002: 25’443.2 t. 2003: 26’021.7 t. 2004: 27’224.2 t. 2005: 28’148.4 t. 2006: 28’883.1 t. 2007: 28’710.0 t. 2008: 28’564.4 t. 2009: 28’749.1 t. 2010: 28’567.1 t. 2011: 29’051.1 t. 2012: 29’068.3 t. 2013: 29’871.7 t. 2014: 29’833.2 t. 2015: 29’048.7 t. 2016: 26’780.8 t.

6 Market Situation

If the quantity of Gruyère AOP Of the 29,136 tons of cheese which sales in all user segments despite sold in 2016 was greater than left the cellars, some 12,106 tons increasing competition from other that sold in 2015, it is above all were exported: a figure higher than regional cheeses in addition to those due to the significant financial that of 2015. Outside of the European imported. This situation encourages resources granted by market Union, the United States continues the Interprofession to maintain their players and the Interprofession to receive more than 3,000 tons. investments at a national level as the du Gruyère. These efforts have Within Europe, Germany remains development of Gruyère AOP sales permitted the maintenance, ahead with 3,092 tons, 1,517 tons can only take place if the national and in some parts of the world, in front of France. Here, Gruyère base is solid. the growth of Gruyère’s AOP’s AOP is still struggling despite good market share: no mean feat distribution: the exchange rate and These encouraging figures from considering the fiercely com- in particular the reflex to buy French 2016 hint at an optimistic outlook for petitive climate. Moreover, this rather than imported produce mean 2017. Yet market success will only has been achieved whilst main- that quality hard cheeses produced be achieved by a coordinated effort taining the price of milk and in France are preferred. across the entire process from qual- cheese as it leaves the dairies ity to effective sales and promotions. at a level which still offers equi- Globally, Gruyère AOP is present table prospects to the entirety in 55 countries, with Switzerland of the association. still as its main market. In 2016 it retained an appreciable volume of

Comparison of sales

30’000 t. 77/78 2012 87/88 2013 25’000 t. 2000 2014 2010 2015 20’000 t. 2011 2016

15’000 t.

10’000 t.

5’000 t.

0 Switzerland Exportation Total

7 The AOP file and the international situation

2016 marks the end of tran- been taken against injudicious use Association for the promotion of the sitional measures in the of Le Gruyère AOP name by several PDO and PGI are also of the utmost application of Gruyère AOP’s market players. It is reassuring to see importance in this process. The ex- Specifications. The agree- that numerous cases have now been perience of the association OriGin ment with the European resolved. Procedures involving state is also essential for reinforcing the Union over the mutual pro- or legal authorities are also under- arguments used. tection of designations way in Central and South America. It and the last changes to the is also encouraging to note that the In the context of the positioning Specifications came fully into notion of protecting a name is ad- and defence of AOP products, the force over the course of 2016. vancing in different regions around Interprofession was honored to This clarifies the legal status the globe. Clearly a name as well- support and participate in the AOP of both the “Le Gruyère AOP known as Gruyère AOP puts it at risk cheese festival which was held in Switzerland” brand and its of being exploited to gain better mar- early spring at the Grangeneuve labelling. ket standing. Agricultural Institute (IAG). The event, aimed at both profession- On the strength of this legal basis, als and the general public, was a it is essential that everyone on the resounding success and will be re- sales front uses Le Gruyère AOP peated in the future. In this way the Switzerland brand precisely in ac- IAG will become a training centre cordance with the provisions of the for Gruyère AOP and other raw milk graphic charter. The Interprofession cheese. This asset is further rein- du Gruyère, mandated by the OIC forced by the presence of agronomic (Organisme Intercantonal des and dairy research in nearby Posieux. Certifications) checks all of the labels on the market. It should be noted 2017 is the year that the Swissness that on a national and European lev- legislative project comes into full el, these provisions are generally force. This relates to Protected well-respected. Designations of Origin and should again reinforce correct name usage. The goal of the Interprofession is also This will clarify things for consumers to extend this measure globally. This and in doing so reinforce Le Gruyère makes sense given the different mar- AOP Switzerland brand on a national keting efforts being made. level. To carry out its work, the Inter- At the same time, the Interprofession profession relies on its lawyers and All of these measures are of funda- du Gruyère is fighting to protect those appointed responsible in the mental importance for the defence « Gruyère » name around the world. countries where a problem has been and positioning of Gruyère AOP on This project is being carried out in col- encountered. It is helped by Federal the market and require the unwaver- laboration with French Gruyère IGP. authorities such as the Federal ing commitment of each member of Office for Agriculture and the Federal the association and retailer of this Such work is carried out both in Institute of Intellectual Property, noble product. Europe and in other countries of the alongside the governing bodies of the world. Steps are primarily being tak- European Union, especially France. en in Anglo-Saxon countries such as National and international organisa- the United States on the basis of the tions such as Switzerland Cheese registered trademark. Action have Marketing (SCM) and the Swiss

8 The quality of Gruyère AOP

sessment carried out by the affineur/ As a result, 97.36% of batches were Taxation and vendor. classed as IA quality. The propor- controls tion of batches obtaining 19 points This important work demands pro- or more dropped to 59% from In accordance with the terms fessionalism at all times and ensures 60.45% the previous year. Levels of of the product Specifications, that only the highest quality Gruyère 2nd choice are very low. It is worth each lot of Gruyère AOP is sub- AOP makes its way onto the con- noting that of the 65 appeals made ject to taxation once it reaches sumer’s table, be this in Switzerland against the taxation, about 50% of an average age of 4 and a half or abroad. these won. These results allowed 5 months. million francs of quality premiums to be awarded. Due to the watertight product traceability afforded by casein marks, Gruyère d’Alpage AOP production each cheese wheel can be precisely also performed very well. Thanks to controlled at any given time. A first their knowledge and expertise, the qualitative assessment is carried cheesemakers were able to adapt to out at the 3 month mark when the changing alpine conditions. 91,31% cheese is removed from the dairy of production obtained IA classifica- cellars. Taxation itself is carried out tion while 57,38% attained 19 points by committee composed of a taxa- or more. tion officer from the Interprofession du Gruyère and a co-expert cur- rently working as a cheesemaker. Appeals can be made, after which the cheese is newly examined by the Board of Appeal composed of two representatives of the affineurs and a cheesemaker. The verdict is Overall, the traditional and organ- final. This set of proceedings guar- ic Gruyère AOP produced in 2016 antees the objectivity necessary was excellent. The proportion of for the qualitative assessment of IB has continued to fall since 2013. Gruyère AOP sold on the market. Measures put in place over the last Before leaving the cellars for good, few years to ensure the quality of Gruyère AOP wheels face a third as- Gruyère AOP have come to fruition.

9 Chemical analysis The Quality The goal of this intervention is to Commission give the production facilities con- Moisture content and fat content cerned a more tranquil economic Systematic testing of the chemical outlook. This was successfully composition of the cheese is car- As it has been stated in the chap- achieved in the different dairies of ried out on each batch put on the ter on the governing bodies within the Gruyère AOP association. market. 12 analyses were appealed, the Interprofession du Gruyère, the of which 6 won. It should be noted Quality Commission, and in particu- that over 2000 batches are tested. lar a delegation of this commission, Overall compliance with the levels is called upon to find a suitable solu- detailed in the Specifications is test- tion for members of the association ed over an average of 6 months. It who struggle to meet quality stand- is of utmost importance that this ards. This delegation was called target be fully met. upon one two occasions in 2016.

Specific testing The Interprofession analyses the bacteriological and hygienic quality of the cheese. In 2016, all of the samples taken tested nega- tive for pathogens such as listeria. Gruyère AOP therefore fully com- Comparison of quality by civil year (tons) plies with legal requirements. This 30’000 t. is very important to the consumer buying additive-free Gruyère AOP. 20132008 25’000 t. 20142009 2015 20’000 t. 2010 20162011 15’000 t.

10’000 t.

5’000 t. 27785 27955 27488 25062 997 986 964 961 986 786 552 723 19 67 35 24 74 41 10 11 0 IA RL IB II III

Gives the right to the Gruyère AOP name

10 National and international honours for Le Gruyère AOP

The Interprofession du Swiss cheese was honoured at the • Mr Samuel Bapst, Alp La Gruyère is proud to be able to end of September in the Vallée de Grandsonnaz count numerous prizewinners Joux at the Swiss Cheese Awards. Refined by Fromco SA, Moudon in the different competitions Mr Jean-Claude Pittet, alongside in which it has taken part his cheesemaker Mr Christian Le Gruyère AOP throughout the year. It would Dubois from Alp Les Amburnex • Mr Pierre Buchillier, Les Moulins like to congratulate all the was unanimously voted Swiss dairy members of the association Champion by jury with his Gruyère Refined by Fromco SA, Moudon who have helped us achieve d’Alpage AOP, refined by Fromco • Mr Didier Germain, Les Martels these excellent results, made SA. dairy possible thanks to very high The winner of Le Gruyère AOP cat- Refined by Fromco SA, Moudon quality milk and an outstand- egory was Le Gruyère AOP Bio • Mr Martial Bovay, Vaulion dairy ing production and affinage of Mr Pierre Buchillier and family Refined by Fromco SA, Moudon process. The very high quali- from Les Moulins, also refined by • Mr Gérald Raboud, Courgenay ty product which is emerging Fromco SA. This noble product was dairy is the best guarantee for the also very close to winning in the final. Refined by Fromco SA, Moudon future of Gruyère AOP. • Mr Benoît Kolly, Le Mouret dairy These cheesemakers are the tip of Refined by Emmi Schweiz AG, Such distinctions reinforce the pos- the iceberg of a multitude of excel- Kirchberg itive image of our hard cheese and lent Gruyère AOP cheeses identical • Mr Gilbert Golay, Penthéréaz act as a reminder that quality goes to the award-winners. dairy hand in hand with the respect of Refined by Margot Fromages SA, tradition, nature, a know-how and Le Gruyère d’Alpage AOP Yverdon a rigour in everyday work. Through • Mr Jean-Claude Pittet, Alp Les • Mr Thierry Ecoffey, Romont dairy these competitions, the work of Amburnex (Swiss Champion) Refined by Mifroma SA, Ursy the entire association is rewarded. Refined by Fromco SA, Moudon • Mr Alexandre Guex, Châtonnaye • Mr Nicolas Remy, Alp Les Groins dairy Swiss Cheese Awards, Vallée de du milieu Refined by Cremo Von Mühlenen Joux, 23rd to 25th September Refined by the Fribourg SA, Fribourg 2016 Cooperative of alp cheeses, • Mr Marc Müller, Farvagny dairy Charmey Refined by Mifroma SA, Ursy

11 ©Guild of Fine Food ©Guild of Fine Food

• Mr Etienne Aebischer, Montricher World Cheese Awards, Donostia • Mr Markus Sturny, Lanthen dairy, gourmet dairy – San Sebastian, Spain, 16th to for his Gruyère AOP refined by Refined by Fromco SA, Moudon 18th November 2016 Cremo Von Mühlenen SA

OLMA Alpine cheese competi- Le Gruyère AOP won a selection of Silver Award : tion, St. Gallen, 14th October medals at this large international • Mr Philippe Dénervaud, Villaz-St- 2016 competition. Pierre dairy, for his Gruyère AOP refined by Emmi Schweiz AG Le Gruyère d’Alpage AOP of « Super Gold » Award: Mr Laurent and Mr Nicolas Brodard, • Mr Franz Jungo, Strauss de Alp La Guignarde, La Roche, won St.Ursen dairy, for his Gruyère second prize in the hard cheese AOP refined by Cremo Von category. Mühlenen SA, won 2 Super Gold Le Gruyère d’Alpage AOP of medals Mr Jacques Ruffieux, Alp Tissiniva, • Mr Laurent Python, Grandvillard Charmey, won third prize in the dairy, for his Gruyère AOP refined same category. by Lustenberger & Dürst AG These two cheeses were refined by the Fribourg Cooperative of alp Gold Award: cheeses. • Mr Alexandre Guex, Châtonnaye dairy, for his Gruyère AOP refined World Championship Cheese by Cremo Von Mühlenen SA, won Contest in Madison, USA, 7th to 2 Gold medals 9th March 2016 • Cremo dairy, for their Gruyère AOP refined byFromage Gruyère • Mr Alexandre Guex, Châtonnaye Le Gruyère AOP of Mr Jean-Daniel SA, won 2 Gold medals dairy, for his Gruyère AOP refined Jaeggi, Grandcour dairy, refined by • Mr Adrian Scheiddegger, by Cremo Von Mühlenen SA Fromco SA in Moudon was award- Niedermuhren dairy, for his • Mr Markus Sturny, Lanthen dairy, ed a distinction. Gruyère AOP refined by Cremo for his Gruyère AOP refined by Von Mühlenen SA Cremo Von Mühlenen SA

12 ©Guild of Fine Food ©Guild of Fine Food

• Cremo dairy, for their Gruyère Vaud Council of State’s Cheese of Excellence AOP refined by Fromage Gruyère SA The Interprofession du Gruyère is official State Council events. • Mr Gérald Raboud, Courgenay delighted that the Gruyère d’Alpage The Interprofession is proud that yet dairy, for his Gruyère AOP refined AOP of Moesettaz (Le Brassus), pro- again Gruyère AOP, and in particular by Emmi Schweiz AG duced by Mr Martial Rod and refined a Gruyère d’Alpage AOP, has been by Fromage Gruyère SA in Bulle, has honoured in this way. Bronze award: been chosen by the State Council of • Mr Adrian Scheiddegger, the canton of Vaud as their Cheese Niedermuhren dairy, for his of Excellence of 2017. Gruyère AOP refined by Cremo The cheese was se- Von Mühlenen SA, won 2 Bronze lected during a blind medals tasting carried out by • Mr Jean-Jacques Clément, the State Council. Moudon dairy, for his Gruyère It will take its place AOP refined by Emmi Schweiz AG alongside a wine chosen according to similar criteria - a 2015 Autecourt Estate wine from la Côte AOC - at

13 Marketing

To support sales of Gruyère tion and Switzerland Cheese sponsoring to draw attention to the AOP, the association has Marketing (SCM). The presence brand. In 2016 Gruyère AOP accom- been investing both at home of Gruyère AOP at these and panied the champion cyclists of the and abroad. In Switzerland other more regional events Tour de Romandie and the Tour de the campaign built upon the often attended by our part- Suisse for the last time. After more slogan ‘Born in Switzerland ners, facilitate the discovery, than 10 years on the country’s roads in 1115.’ is ongoing, featuring or more accurately the redis- it was decided that it was time to a new advertising spot and covery of the different types of turn to other sports in the search posters showing pieces of Gruyère AOP, be this the tradi- for new customers. Gruyère AOP is Gruyère AOP alongside the tional, organic or alp cheese. present at the different stages of the phrase ‘Also for…’. Feedback Contact with consumers is also cross country skiing World Cup and for this award-winning poster increased by a large number of this noble cheese also accompanies campaign has been positive. supermarket tastings, particu- skiers in the Patrouille des Glaciers. At the same time, Gruyère AOP larly in the German-speaking In addition, it can be found at ath- has been present at various part of Switzerland. letics events such as Athletissima supraregional trade fairs such in Lausanne, Weltklasse in Zurich as Muba, Züspa, LUGA, BEA, In autumn, each dairy received a pro- and Mille Gruyère. The final of Mille Schlaraffia, Slow Food Market, motional kit allowing them, as one of Gruyère in Fribourg was attend- Olma, le Comptoir Suisse, la the first ambassadors of the prod- ed by the ex-long distance runner Foire du Valais, les Automnales uct, to highlight ‘Le Gruyère AOP and Federal Councillor Mr Alain and le Salon des Goûts et Switzerland’ brand. Berset alongside Miss Switzerland, Terroirs. This activity is carried Mrs Lauriane Sallin. The high- out in perfect collaboration Aside from general advertising, light of 2016 was the European with the AOP/IGP associa- Gruyère AOP also makes use of Championships in Amsterdam

Comparison of production (casein markings)

Number of wheels 90’000

80’000 2014 2015 70’000 2016

60’000 2017

50’000 2002

40’000

30’000

20’000

10’000

0 jan. feb. march april may june july august sept. oct. nov. dec.

14 where Gruyère AOP went to con- been a difficult period. In Germany, the 2,200 tons of several years ago. quer Holland and Benelux and to in addition to the usual promotional SCM are working with us to recon- accompany the Swiss medal win- activity, a large scale merchandising quer this market where competition ners at the start of July. program was launched in the south from French cheese under a quality of the country. With similar goals, label is fierce. A merchandising pro- At the end of the summer, Gruyère a new ‘tranchette’ (sliced) product gram has also been put into place AOP shared a stand with Vacherin has been developed for supermar- here to encourage sales. The con- Fribourgeois AOP around the arena ket distribution. spicuous presence of Gruyère AOP for the 2016 Swiss wrestling festival at the Paris International Agricultural in Estavayer. The Gruyère European Merchandising is also being coordi- Show at the start of the year and at Curling Championship held in nated with other cheeses, such as SIAL in the autumn is worth noting. Glasgow provided another opportu- Emmentaler AOP, Appenzeller or la nity to show off Gruyère AOP and Tête du Moine AOP. Such activity Gruyère AOP in Benelux has had an support it on the British market. has the potential to reinforce the excellent year, with the highpoint Sponsoring is an excellent way to distribution and rotation of Gruyère of 2016 being its presence at the boost brand visibility by increasing AOP in the future. As 3,000 tons are European Athletics Championship its presence on national and inter- already being sold countrywide and in July. Thanks to effective collab- national soil. partnership with the SCM works oration with the SCM association, well, Gruyère AOP should be able sponsoring and marketing efforts The Interprofession du Gruyère to develop its sales volumes further. were particularly harmonious. has doubled its efforts this year to not lose market share abroad, and However, the situation is more tricky Italy and Spain have seen lukewarm Janvier février mars avril mai juin juillet août septembre octobre novembre décembre in doingSuisse 2014so help1361 the different1403 ven1378- 1379in France1227 where1454 the 1,5001060 tons sold1411 1412sales despite1705 marketing1455 1571 targeting dors Exportationto optimize 2014 12 1sales1 in975 what has792 868today represent836 857 a low compared897 1004 to 1189the large1350 cities.1086 Increasing1279 sales vol- Suisse 2015 1410 1182 1500 1204 1182 1319 1172 1510 1587 1674 1529 1465 Exportation 2015 1071 1108 991 927 671 694 805 878 1119 1343 1297 1052

Sales 2015-2016 (tons)

1’800 Switzerland 2015

1’600 Exportation 2015

Switzerland 2016 1’400 Exportation 2016 1’200

1’000

800

600 Suisse 2014 Exportation 2014 400 Suisse 2015 Exportation 2015

200

jan. feb. march april may june july august sept. oct. nov. dec.

1 umes is always hard in these latin aged in collaboration with different In 2016, a particular focus was put regions although they do appreciate sales agents. One area of focus is on on North America, principally The cheese and particularly Gruyère AOP. the ‘Northern countries’ which hold a United States. certain potential due to the purchas- Volumes were increased in Great ing power of their populations and Print advertisements have been de- Britain despite the pound’s dif- their fondness for typical products. veloped as a bonus to reinforce the ficulties. Marketing activities in These activities are reinforced by origins and Swiss traditions behind the field are bearing fruit. Gruyère the new sponsoring strategy sup- Gruyère AOP. In collaboration with AOP was awarded distinctions in porting cross-country skiing. Stages Swiss Tourism, the Interprofession many of the shows it participated in Sweden, Norway and Finland du Gruyère carried out preparatory in and this showcased its quality serve to introduce the brand and the work in spring for the June visit of and excellent presence on the sales cheese itself to this market. Tastings the Confrérie du Gruyère to New front. Gruyère AOP also took part and other front-line sales promotions York during the Fancy Food Show. in the Gruyère European Curling are being put in place. This was an excellent event for Championship in Glasgow. supporting the work of the market Several projects of a similar spirit are players who have made the United Since the ‘New Markets’ pro- being run in Asia, the southern hem- States our primary export market. gramme was set up by the Swiss isphere and Eastern Europe. For the Confederation, and thanks to techni- latter, and in particular Russia, evo- Work is also being carried out in cal coordination from the SCM, the lution is less straightforward due to Canada in collaboration with local Interprofession du Gruyère has been the economic and sometimes logis- stakeholders. A significant number able to extend its activity over several tical difficulties that trouble these of activities were organised dur- countries. The programme is man- countries. ing the finals of the Cross Country

Comparison of Gruyère AOP yearly exports (tons)

3’500 t. 20012001 20132011 3’000 t. 20142012 2015 2’500 t. 2013 2016

2’000 t. Total 2000: 8’659 (EU 5’814) Total 2001: 9’775 (EU 6’608) Total 2002: 9’303 (EU 6’064) 1’500 t. Total 2003: 9’407 (EU 5’948) Total 2004: 10’280 (EU 6’147) Total 2005: 10’600 (EU 6’794) Total 2006: 11’186 (EU 6’719) 1’000 t. Total 2007: 10’886 (EU 6’917) Total 2008: 11’779 (EU 7’205) Total 2009: 10’974 (EU 7’346) 500 t. Total 2010: 11’967 (EU 7’501) Total 2011: 11’670 (EU 7’673) Total 2012: 11’527 (EU 7’568) 0 Total 2013: 12’207 (EU 7’757) Germany France Italy Benelux UK Spain/ Others USA Others Total 2014: 12’376 (EU 8’063) Portugal Europe Total 2015: 11’956 (EU 7’307) Total 2016: 12’106 (EU 7’551)

16 Also for xc-skiers.

S030_Ski_de_fond_GruyèreAop_Annonce_148x210mm_EN.indd 1 16.01.17 10:36

Skiing World Cup in Canmore and formed part of the jury during the discover a cheese whose taste re- Quebec. architecture competition for the new mains its primary asset. As identified Maison du Gruyère in 2020-2025. in the expert’s report, it is imperative It is worth noting that within this vi- that the marketing structure is now sion of international development, All of these projects can be found reinforced to maximise performance Gruyère AOP does substantive on the website www.gruyere.com and that any action taken is better work within the framework of exist- which is translated into French, coordinated with retailers. Needless ing collaborations on a local level in German, Italian, Spanish, English, to say, all such measures can only Vaud. In doing this it is supported Swedish, Finnish, Japanese and be successful if they are effective- alongside Vacherin Mont d’or AOP, Russian. A particular emphasis is ly carried out and funds continue l’Etivaz AOP and the Terravin label on different recipes that feature to be made available by the Swiss by the canton’s authorities. Training Gruyère AOP as a key ingredient. Confederation. If all of these con- designed to increase knowledge ditions are met, Gruyère AOP will about the products and how to use Gruyère AOP also has a presence on be able to continue its conquest of them is regularly given to the dif- Instagram, Facebook and Pinterest. global markets and defend Swiss ferent hospitality schools based in The degree to which social media is consumer’s favourite Swiss cheese. the canton of Vaud. Similarly, the used varies according to the country Interprofession is actively involved in concerned. the Maison du Gruyère and also sup- ports it financially. Yet again it saw All of these activities are aimed at a record number of visitors in 2016. accentuating the brand notoriety Furthermore, the President and of Gruyère AOP around the world the Director of the Interprofession whilst giving people the chance to

Comparison of Gruyère AOP exports from January to March (tons)

900 t. 2001 2014 800 t. 2015 2016 700 t. 2017

600 t. Total 2001: 2’461 (EU 1’752) Total 2002: 2’421 (EU 1’563) 500 t. Total 2003: 2’401 (EU 1’524) Total 2004: 2’588 (EU 1’492) 400 t. Total 2005: 2’409 (EU 1’693) Total 2006: 2’602 (EU 1’734) Total 2007: 2’497 (EU 1’742) 300 t. Total 2008: 3’024 (EU 1’816) Total 2009: 2’367 (EU 1’813) 200 t. Total 2010: 3’066 (EU 1’906) Total 2011: 2’814 (EU 1’849) 100 t. Total 2012: 2’796 (EU 1’881) Total 2013: 3’293 (EU 2’020) Total 2014: 2’979 (EU 1’915) 0 Total 2015: 3’170 (EU 1’998) Germany France Italy Benelux UK Spain/ Others USA Others Total 2016: 2’820 (EU 1’906) Portugal Europe Total 2017: 2’645 (EU 1’745)

17 Our worldwide advertisements

Traditional. Artisanal. Exceptional! Le Gruyère AOP Switzerland - a 900-year tradition of artisanal cheesemaking. The makers of Gruyère AOP have been producing “artisanal” cheese since long before your customers were looking for it. For over 900 years, Gruyère AOP has been made by hand, in small batches, using the same recipe, along with the experience and know-how of skilled cheesemakers. This is followed by aging and ripening of the cheese by equally skilled affineurs, utilizing centuries-old technique and knowledge. Le Gruyère AOP Switzerland is 100% natural and 100% additive free, with 100% great taste... and of course, naturally free of lactose and gluten, as it has always been. For more information on our production, history, and some great recipes, please visit us at gruyere.com Gruyère AOP Born in Switzerland in 1115.

All Natural, only from Switzerland. Naturally Gluten- and Lactose-Free. www.gruyere.com

AOP = PDO (Protected Designation of Origin)

Cheeses from Switzerland. www.cheesesfromswitzerland.com Switzerland. Naturally.

4/5/17 12:43 PM Bleed Size: 250 x 350mm Position: *****RHP***** Title: Great Taste Safety: 220 x 320mm Gruyere_TAE_RetailWorld_May15_240x340.indd Publication: 1 Retail World Trim Size: 240 x 340mm IO#: VaLe ADPLLC AustraliaIssue Date: May 12, 2016

South Korea

Кухня со швейцарским акцèнтом! Gruyère AOP – всеми любимый вкус, в чистом виде или в составе коронных блюд.

ТЕГИРУЙТЕ ВАШИ БЛЮДА#SayGruyere И МЫ УВИДИМ ИХ!

Gruyère AOP Helt naturlig . Секрет привлекательности сыра Gruyère AOP всегда заключался в Рожденный в Швейцарии в 1115 году - fra Schweiz til dig. его великолепном вкусе. Благодаря своему нежному цветочному аромату, как у Gruyère AOP Classic или более интенсивному, как у #GruyereAOP Réserve, имеющего кристаллическую структуру, этот сыр всегда Originalt håndværk, fremstillet efter stolte нравится, запоминается и находит своего потребителя. traditioner. Resultatet er en cremet og let Gruyère AOP Сыр Gruyère AOP изготавливают традиционным способом на krydret ost med frugtagtige toner. Smagen af Schweiz siden år 1115. наших деревенских сыроварнях, что делает его незаменимым продуктом для ваших лучших рецептов. Для многих станет Nyd Le Gruyère AOP helt enkelt som den er www.gruyere.com/en сюрпризом, что их любимый и популярный во всем мире сыр eller brug den i madlavningen. изготовлен на семейных сыроварнях по рецепту, насчитывающему более 900 лет. Абсолютно натуральный продукт, только из Вкусные рецепты и многое другое вы найдете AOP = BOB (Beskyttet oprindelsesbetegnelse) на нашем сайте: gruyere.com Швейцарии. Не содержит глютен и лактозу. www.gruyere.com AOP = Cертификат Защиты подлинности происхождения (c фр. Appellation d’Origine Protégée) Oste fra Schweiz. www.cheesesfromswitzerland.com Schweiz. Naturligvis. Сыры из Швейцарии. www.cheesesfromswitzerland.com

Швейцария. Натуральный продукт. Denmark Russia

18 The Original ‘Small Batch’ Food

It often comes as a surprise to many Gruyère AOP fans that the cheese they love, and that is enjoyed worldwide, is created by our group of small producers– 170 in total, many producing 10 or 12 wheels (or fewer)– in a day. This is a labor of love for our people, who have cared for each wheel that we’ve produced for more than 900 years. Gruyère AOP may be the world’s ﬁ rst ‘small batch’ food! Le Gruyère AOP Switzerland is 100% natural and 100% additive free, and 100% cared for, one wheel at a time. And of course, naturally free of lactose and gluten, as it has always been. For more information on our production, history, and some great recipes, please visit us at gruyere.com Gruyère AOP Born in Switzerland in 1115.

900 år. Ett recept. Det är en tradition All Natural, only from Switzerland. Naturally Gluten- and Lactose-Free. du kan lita på. www.gruyere.com Gruyère AOP Schweiz. Det 100% naturliga AOP = PDO (Protected Designation of Origin) och 100% utsökta valet sedan nio århundraden tillbaka. Gruyère AOP

Switzerland. Naturally. Cheeses from Switzerland. Besök gruyere.com för recept, med mera. Född i Schweiz år 1115. www.cheesesfromswitzerland.com www.gruyere.com Naturligt laktos- och glutenfri United States of America AOP = PDO (Skyddad ursprungsbeteckning)

Schweiz. Naturligtvis. Ost från Schweiz. www.cheesesfromswitzerland.com

Gruyere_900Y-1R_FoodWine_SWE_251x372.indd 1 Publication: Food & Wine VaLe ADPLLC Issue Date: May/June 2017 Title: 900Y-1R IO#: Position: RHP Sweden Trim Size: 251 x 372mm Bleed Size: 257 x 378mm Safety: 221 x 342mm 5/16/17 8:37 AM

Share Our Family Recipe Le Gruyère AOP Switzerland - a centuries-old tradition of artisanal cheesemaking.

For over 900 years, our milk producers, cheese makers and affineurs in Western Switzerland have followed the same strict protocols and procedures. This is the only way that we can ensure that Gruyère AOP carries the quality and flavour that has been known and trusted for generations. For artisans such as ours, this is what matters above all. We invite you to share this family tradition with your customers Le Gruyère AOP Switzerland is 100% natural and 100% additive free, with 100% great taste... and of course, naturally free of lactose and gluten, as it has always been. For more information on our production, history, and some great recipes, please visit us at gruyere.com Gruyère AOP Born in Switzerland in 1115.

All Natural, only from Switzerland. Naturally Gluten- and Lactose-Free. www.gruyere.com

AOP = PDO (Protected Designation of Origin)

Switzerland. Naturally. Cheeses from Switzerland. www.cheesesfromswitzerland.com

Gruyere_FamilyRecipe_Cheese-and-Dairy_2017_148x210.indd 1

Japan United Kingdom 5/10/17 1:25 PM

19 2016 Events

January to March 2016 7th and 8th May 2016 23rd September to 2nd October 2016 Giant X tour (1) Agricultural Fair, Moudon Züspa, Zurich

14th to 18th January 2016 25th to 29th May 2016 30th September to 9th October 2016 Swiss Expo, Lausanne Tutticanti, Bulle Foire du Valais, Martigny

17th to 19th January 2016 11th to 19th June 2016 13th to 23rd October 2016 Winter Fancy Food Show and Tour de Suisse (5) OLMA, St. Gallen Cheesemonger Invitational, San Francisco (2) 24th June 2016 16th to 20th October 2016 Induction of American partners into the SIAL, International Food Exhibition, 27th February to 6th March 2016 Confrérie du Gruyère, New York (6) Paris Paris International Agricultural Show (SIA) (3) 26th to 28th June 2016 28th October to 1st November 2016 Summer Fancy Food Show and Salon des Goûts et Terroirs, Bulle 10th to 13th March 2016 Cheesemonger Invitational, New York Schlaraffia, Weinfelden 10th to 13th November 2016 6th to 10th July 2016 Taste of Melbourne, Australia (11) 19th and 20th March 2016 European Athletics Championships, AOC, AOP and IGP Market, Amsterdam (7) 11th to 20th November 2016 Bourg-en-Bresse Les Automnales, Geneva 10th July 2016 2nd to 10th April 2016 Slow Up, Gruyère 16th to 18th November 2016 Men’s World Curling Championships, World Cheese Awards, Donostia - San Bâle 14th to 17th July 2016 Sebastián, Spain European Athletics Youth 5th to 9th April 2016 Championships, Tbilisi, Georgia 18th to 20th November 2016 Zermatt Unplugged Slow Food Market, Zurich 19th to 24th July 2016 15th to 24th April 2016 Paléo Festival, Nyon 19th to 26th November 2016 Muba, Bâle Le Gruyère European Curling 12th to 14th August 2016 Championship, Braehead, Scotland (12) 19th to 22nd April 2016 Swiss Food Festival, Zermatt (8) Patrouille des glaciers November 2016 to March 2017 25th August 2016 Cross country skiing World Cup (13) 22nd to 24th April 2016 Athlétissima, Lausanne Swiss AOP cheese days, Grangeneuve 11th December 2016 26th to 28th August 2016 European Cross country (running) 26th April to 1st May 2016 Swiss Wrestling and Alpine Games fes- Championships, Chia, Italy (14) Tour de Romandie tival, Estavayer (9) Throughout the winter season 29th April to 8th May 2016 30th August to 1st September 2016 Fribourg Gottéron BEA, Berne Weltklasse, Zürich (10) Fondue evenings on the lake of the Four Cantons 29th April to 8th May 2016 10th to 19th September 2016 LUGA, Lucerne Comptoir Suisse, Lausanne Year-round Poster campaign on the buses in Between May and September 2016 23rd to 26th September 2016 Zermatt (15) Regional finals of Mille Gruyère (4) Swiss Cheese Awards, La Vallée de Cheeses from Switzerland on all Joux SWISS International Airlines economy flights departing from Switzerland

20 1 2 3

4 5 6

7 8 9

10 11 12

21 13 14 15 Governing bodies within the Interprofession du Gruyère

Unanimously re-elected by Switzerland brand must be better suited to a more subtle man- the Assembly of Delegates, clearly emphasised. agement of production in relation to Mr Oswald Kessler will retain sales trends. his position as President of the The Committee dealt with current Interprofession du Gruyère. business which had been signifi- The Board of Direction met on The Committee met on 11 oc- cantly impacted by the unfavourable 7 occasions to coordinate the casions, in addition to a 2 day exchange rate which had made Committee’s activities, define staff seminar held in Balsthal. It was sales very difficult at the start of the salary policies and also to read and here that the Committee took year. The Committee was forced to study the analytical report carried the time to reaffirm clearly take some draconian measures in out in 2016. The conclusions drawn defined guidelines for devel- terms of production quantities as by the Committee from this report oping the association. These only 90% of the volume which had can be found in the Outlook for 2017. are based upon the strict been attributed to each production management of quantities site was permitted in 2016. Based The Assembly of Delegates held 2 whilst maintaining prices. For upon this, the Committee resolved sessions, one for accounting and this reason, Le Gruyère AOP to find more precise indicators the annual report and the other for

Comparison of stock evolution (end of March 2017, tons)

12’000 t.

2013

10’000 t. 2014 2015 2016 8’000 t. 2017

Forecast 6’000 t. 2001

4’000 t.

2’000 t.

0 jan. feb. march april may june july august sept. oct. nov. dec.

22 the budget. In 2016, the Assembly only about 1,000 tons found takers 5 occasions. It defined the different of Delegates also re-elected the within this segment of the market. marketing directions for 2016 and Committee for a further statuto- Discussions are being carried out prospects for 2017 regarding both ry period. In this context, they with Bio Suisse to try and find new national and international markets, warmly thanked Mr Jean-Marie markets and reposition Gruyère with a particular focus on develop- Dunand who left the Committee AOP Bio so that it has a more no- ment possibilities in new markets. and was replaced by The Marketing Commision Mr Adrian Scheidegger of will be required to evolve in the Niedermuhren dairy. relation to the conclusions drawn by the analytical report. The Gruyère d’Alpage AOP Commission met on 3 oc- The Planning Commision met casions. The aim of this 4 times. It looked at issues Commission is to examine involving quantity manage- the issues unique to this ment and dealt with several speciality within the Guyère requests for adaptations re- AOP association. Questions lating to the new 3/9 system. concerning price and quan- 1 decision was appealed, tities were tackled and will bringing about a convocation be resolved in 2017. The of the Appeal Commission Commission were pleased concerning quantity man- to note that one of their agement. This appeal was cheeses was a top prize- rejected. winner at the Swiss Cheese Awards in the Vallée de Joux The Quality Commision last year. met on 2 occasions. This Commission is concerned The Bio Commission met with the evolution of the 5 times to discuss the quality of Gruyère AOP. On quantities and quality of or- the whole this is good, al- ganic production within the though care must be taken to Gruyère AOP association. Whilst the ticeable presence both within and ensure that production techniques quality of organic production is en- outside Switzerland. allow the cheese to retain the un- tirely satisfactory, sales trends are mistakable flavour which lends it not. Of the 1,100 tons allocated, The Marketing Commission met on its artisanal character. To this end, a

23 certification working group was set new markets but unfortunately continue its hard work for the pro- up to ensure that hygiene stand- he did not fulfill these obligations. motion and defence of Gruyère AOP ards inherent to the cheese-making At the end of the year, Mrs Marie throughout 2017. process are not detrimental to the L’Homme took over the work of Mrs Gruyère AOP itself and that all the Monney who decided to leave the points featured in the Specifications Interprofession to return to employ- are being taking into account at the ment in Federal administration. time authorization to manufacture is obtained. Secretarial work is covered by Mrs Christine Grandjean and The Administration continues Mrs Julie Sudan who each work at to be led by Mr Philippe Bardet, 80%. Accounting is maintained by Director, and Mr Marc Gendre, Vice Mrs Magali Vuichard and Mrs Sandy Director. Mr Gendre coordinates Uldry, both working at 50%. This the quality team whose work is small and motivated team will divided between Mr Thierry Bize, Mr Christophe Magne and Mr Jean- Louis Andrey who work at 60%. Mr Andrey will take a well-earned retirement in 2017. The marketing Comparison of Alpage production (casein markings, team is coordinated by the Director tons) and at the start of the year was com- 18’000 posed of Mrs Laure Rousseau and 2001 2002 Mrs Lucie Monney in addition to Mr 16’000 Philippe Gremaud. Over the course 2003 of the year several changes to the 14’000 2004 structure were made. Mr Philippe 2005 12’000 Neyroud was engaged to reinforce 2006 the work being carried out in new 2007 10’000 media and look after a share of the 2008 8’000 2009 2010 6’000 2011 2012 4’000 2013

2’000 2014 2015 0 2016

24 The Committee, as of July 1st 2016, surrounding Mr Jean-Pierre Egger. Committee of the Interprofession du Gruyère

President Oswald Kessler* Yverdon-les-Bains

Producers Romane Botteron La Sagne Didier Roch* Ballens Nicolas Savary Sâles (Gruyère) Pascal Surchat Blessens

Cheese makers Nicolas Schmoutz Mézières FR Adrian Scheidegger Niedermuhren Didier Germain*# Les Ponts-de-Martel René Pernet Peney-le-Jorat

Affineurs Jean-Marc Collomb Fromco SA, Moudon Gilles Margot Margot Fromage SA, Yverdon Jean-Charles Michaud Mifroma SA, Ursy Gérald Roux* Fromage Gruyère SA, Bulle

Guests Jean-Pierre Huguenin Lawyer, Boudry Olivier Isler Fromarte, Berne Daniel Koller PSL, Berne

* Member of the board of direction # Vice-president

25 Outlook for 2017

For 2017, the governing bod- Profitability The future of the IPG ies of the Interprofession will • Ensure the profitability of • Put in place a risk analysis system be working on improving the industry, its players and for the IPG (Risk management). how the Interprofession func- administration. • Promote and further the identifica- tions based on the following • Analyse the implementation of a tion of members in the sector to precepts. legally recognised internal com- which they belong. mercial coordination structure. Quantities Strengthened by these guidelines, • Put in place management and Clients the Interprofession intends on planning tools in a spirit of trans- • Analyse and define the image, his- meeting future challenges head on parency and trust, with the goal of tory, strengths and characteristics so that Gruyère AOP can evolve for qualitative growth while defining of Gruyère AOP. the consumer’s best interest whilst an alert threshold. • Analyse and define the aspects ensuring an equitable economic • Strengthen measures and deci- to be transmitted to clients and foundation for all of those involved sions which enforce rules and consumers. in a daily basis in the making of this combat imitation. noble cheese. Brand and Marketing Quality • Establish a clear brand and mar- • Put in place a quality observation keting strategy by objectively system (intrinsic and global) up to analysing the current situation. and including points of sale, while • Reorganise the IPG’s marketing taking into account consumer ex- structure by redefining the targets, pectations (panel). tasks and responsibilities of those • Monitor the evolution of produc- concerned. tion and installation techniques • Create a communication concept. which impact upon the quality of Gruyère AOP.

Recapitulation of the distribution of the total production potential for Gruyère AOP per cheese dairy and per canton for 2017

Villages Bio Villages + Bio Alpages All Canton Quantities Quantities Quantities Quantities Quantities (Kg) (%) Nbre (Kg) (%) Nbre (Kg) (%) (Kg) (%) Nbre (Kg) (%) Nbre

FR 14’663’711 51.96 84 326’008 30.39 4 14’989’719 51.17 190’208 35.95 31 15’179’927 50.90 115 VD 7’960’399 28.21 41 303’972 28.33 3* 8’264’371 28.21 317’655 60.04 20 8’582’026 28.78 62 NE 2’806’760 9.95 15 92’750 8.65 1 2’899’510 9.90 2’899’510 9.72 15 JU 683’917 2.42 3 142’624 13.29 1 826’541 2.82 826’541 2.77 3 JUBE + al. 1 845’131 2.99 6 92’328 8.61 1 937’459 3.20 21’203 4.01 3 958’662 3.21 9 BE 796’208 2.82 9 115’138 10.73 1 911’346 3.11 911’346 3.06 9 Other cantons 463’237 1.64 6 463’237 1.58 463’237 1.55 6 Total 28’219’363 100 164 1’072’820 100 11* 29’292’183 100 529’066 100 54 29’821’249 100 219

* Cheese dairies producing bio: 10 cheese dairies producing both traditional and bio Gruyère AOP plus 1 dairy producing only bio.

26 Notes

27 Interprofession du Gruyère Place de la Gare / P.O. Box 12, CH - 1663 Pringy-Gruyères [email protected] - www.gruyere.com