The challenges in the Swiss stone fruit market, especially in cherry production, are complex, according to this year's stone fruit seminar. Among other things, consumer price sensitivity is a problem. Even for price-conscious customers, quality is very important, explained Stephan Blunschi from Migros. This observation is supported by Inoverde: "Swiss cherries are a premium product – yet we see that they are mainly sold during promotions," explained Markus Hämmerli, adding: "This undermines the premium character of the cherry and poses an image risk."
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"I would like us to talk less about stock losses and promotional contributions and to refocus on quality and freshness," said Markus Hämmerli. This also includes streamlining the variety portfolio and further developing production structures. Only in this way can homogeneity be increased and efficiency improved. "The market opportunity lies in our ability to offer good quality at a more favorable price," emphasized Stephan Blunschi. While Markus Hämmerli wants to place a stronger emphasis on the value of the products, Stephan Blunschi sees the necessity of catering to the price orientation of the customers. And so it turns out that despite the industry's willingness to engage in dialogue, there are still no simple solutions for securing the stone fruit market in the long term and in an economically viable way.
For more information:
www.migros.ch
www.inoverde.ch
