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Full case study report: Bio vom Berg - Austria

Furtschegger, Christoph and Schermer, Markus (2015) Full case study report: Bio vom Berg - Austria. University of Innsbruck .

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Summary

‘Bio vom Berg’ is best described as a producer owned brand, operated by the cooperative ‘BioalpineGen.’, which covers a full range of organic products, produced, processed and sold mainly in the region of Tyrol/Austria (see red circle in Graphic 1). The supply chains involve about 600 farmers who produce mainly milk but also fruits and vegetables, eggs, meat or cereals. Additionally, a number of processors (one big regional dairy for fresh milk and yoghurt, 10 local small dairy cooperatives for cheese, a butcher for meat, a chocolatier, a bakery and most recently a mill and a dairy processor for yoghurt in South Tyrol) are involved. Marketing and distribution is done mainly (accounting for about 60% of the turnover) through a regional family based supermarket chain (MPreis). Furthermore, the grain is processed by a large regional bakery (Ruetz), which sells its organic bread under the brand name ‘Bio vom Berg‘. Other (minor) marketing channels include organic wholesalers in Germany, a specialist chocolatier in Styria and a number of partners supplying via wholesalers the gastronomy sector and some small specialized shops in the region. The case was considered for investigation under the HealthyGrowth project because Austria has a very strong retailer/discounter sector and a remarkable direct marketing sector as well. ‚Bio vom Berg‘ aims to link these two aspects by selling the best from the organic mountain farmers in the regional retailing supermarket.


EPrint Type:Report
Subjects: Food systems > Food security, food quality and human health
Food systems > Markets and trade
Values, standards and certification > Consumer issues
Food systems > Produce chain management
Research affiliation: European Union > CORE Organic II > HealthyGrowth
Related Links:http://www.healthygrowth.eu
Deposited By: Christensen, Jytte
ID Code:29237
Deposited On:12 Aug 2015 06:07
Last Modified:12 Aug 2015 06:07
Document Language:English
Status:Published
Refereed:Not peer-reviewed

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