Swiss cheesemakers hope to win more exports with an annual budget for overseas advertising of CHF59 million (r41m). Based on total exports in 2000 this is equivalent to r0.65 of advertising per kilogram of cheese sold.
Switzerland used to be one of the most heavily subsidised cheese producing countries in the world. However, with the country preparing for free trade by 2006, cheese producers themselves are paying for more promotional campaigns.
The Switzerland Cheese Marketing organisation received 55% of its income from a cheesemaker levy last year, equivalent to r0.41 per kg produced. The Ministry of Agriculture in Bern financed the remainder of the annual budget.
In 2000, the Alpine republic produced over 146,000 tonnes of cheese – 60,000 tonnes of which was exported, with 41,500 tonnes going to EU countries. Export split for major customers in 2000 was: Italy 15,800 tonnes, Germany 10,700 tonnes, France 8,000 tonnes, USA 6,600 tonnes, Belgium 3,000 tonnes and Austria 2,900 tonnes.
Switzerland has 384 registered labels for different types of cows’, goats’ and sheep’s milk cheeses in the country – and all of them will be looking for new markets when free trade starts in five years’ time.