MENSCHEN ON-FARM
MENSCHEN ON-FARM hands-on, understanding, becoming more interested – not only an experience for the numerous visiting children, but also for many grownups. “In this way, we have been able to explain comprehensively what is special about our cheeses and to give visitors a taste of this in a very literal sense,” explains Matthias Köpf, marketing manager of the enterprise. “And such positive experiences represent the best advertisement for our products so that the brand Schönegger Käse-Alm is now known far over the borders of the region and enjoys substantial demand.” EXCLUSIVELY HAY MILK Of course, the 18 cows are not the only milk suppliers of the 45 m kg that the brand now processes every year. The herds from 500 other farms contribute - not only from Pfaffenwinkel and the surrounding Allgäu region but also from Tyrol over the border in Austria, Bregenzerwald and the Grossen Walsertal. “There continues to be a very large number of farmers applying to be milk suppliers for Schönegger Käse-Alm, especially during the current general milk price crisis. This is because prices paid by many classical dairies are no longer capable of supporting business survival, especially where small family farms are predominant,” points out Mathias Köpf. Naturally, the Krönauer concept cannot completely change fundamental market trends. Nevertheless, this marketing manager remains convinced that the current resultant prices offer farmers a better perspective. On average over the last year, farmers’ price for hay milk lay 10c/l over the average for standard milk. This emphasis on hay milk is important. It can be from conventionally or organically managed farms, but only this type of milk is accepted by Schönegger. “Milk produced from cows fed silage or other fermented feeds is definitely not allowed because the The Krönauer farmhouse and steading with its exhibition cheesemaking plant is part of the marketing concept as well as a station along the Pfaffenwinkel Milky Way. forage content of butyric acid producing bacteria is unsuitable for the production our special high quality, long maturing cheeses. “Also a “must” for us is that cows get outside to graze pastures, that feed is free from gene modified ingredients and that the number of cows per hectare remains below a certain limit,” he explains. If the hay milk is organically produced, then also taboo are mineral fertiliser and plant protection products. And inside the barn, each cow also has to have a minimum living space. “To ensure such rules are kept, we’re supported by certified testing stations. Our concept can make no compromise as far as quality is concerned because this commitment is, after all, the central pillar for consumer trust and the most important motor for sales success,” explains Matthias Köpf. MULTI-TRACK MARKETING Just now, 150 of the 500 farmer suppliers are registered as organic. But whether organic or conventional, the line of farmers that wish to produce for Schönegger in the future is long. “Where at all possible we are happy to expand our circle of suppliers. But this only functions when we can increase the amount of cheese we can sell,” argues the marketing manager. Crucial is creating products that appeal to consumers’ tastes. 83% of Schönegger output comprises more than 40 types of cheese: soft, ready-sliced or hard. And every year, one or two more are added. These are carefully developed by the master cheese makers through to marketing readiness and in parallel accompanied by a range of market research methods right up to their launch. In the meantime, butter, cottage cheeses and whey products have been added to the range. And alongside the cows there are also sheep as well as goats contributing as regular raw material suppliers. In short: Everything that tastes good is produced. Satisfactory production growth over the last decade in particular is also based, 16
The enterprise Schönegger Käse-Alm processes 45 m kg milk per year on three locations in Germany and Austria. In the Krönauer farm shop customers not only purchase a wide range of delicious cheese specialities. They can also order a hearty meal of bread, sausage and cheese for eating on the spot. path that conforms with our image as presented to consumers and, on the other, extending sales potential to satisfy the interests of our farmer suppliers. However, our focus remains absolutely on our own brands because they offer the best guarantee for good added value,” concludes Matthias Köpf. however, on development of the sales concept, as Matthias Köpf explains. Along with the home farm outlet, this includes three sales outlets in the region run by Schönegger. Over and above this, 25 cheese retail outlets between Garmisch and Ulm sell under the brand’s franchising concept. Added to this are numerous organic food shops. A further cornerstone of the concept is the online shop, with countrywide deliveries meantime attracting an impressive 20,000 regular customers, as Matthias Köpf relates, not without pride. All these sales paths move nearly 20% of total production. “Clearly, other ways of selling have to be included for selling some 4500 t of cheese each year,” he emphasises. This brings wholesalers as well as the classical grocery retailers throughout Germany and Austria into the picture. These outlets play the most important role in terms of tonnage moved. A proportion is sold behind own labels Schönegger Käse-Alm and Käserebellen, or under the brand König-Ludwig through a licence for production and sales. “This is always a balancing act. On the one hand, following a production From mowers to round balers, forage production machinery on the Käse-Alm comes from Spelle. 17
