The partners Migros and Alnatura want to supply only organic products in new shops. The first shop will open in Zürich-Höngg around the end of the autumn. With this strategy Migros wants to make up for its lag behind market leader Coop.
The organic chain Alnatura is Germany's market leader in this area with 67 shops. Entering the Swiss market through Alnatura could sharpen the competition between the Swiss organic suppliers. However, we will have to wait and see how well the concept of supermarkets that only supply organic products will function in Switzerland. For the organic pioneer Thomas Vatter from Bern the same concept failed. A year ago he had to close his organic supermarket. Price pressure on suppliers and wage pressure were never options for him. "Maybe that's why we went down, but I wouldn't do it any differently", says Thomas Vatter. Discounter Aldi is also getting involved in the Swiss organic market. At the moment 5-10% of the Aldi assortment is organic produce.