Valais Rye bread PDO
An authentic product
Valais Rye bread PDO Round; 250g, 500g or
1kg; Plain; Cover with
cracks; Recognisable by
the « pastille AOC »
The PDO code of practice Cereals produced in respect of the
environment, exclusively in the Valais, and processed in the Valais;
A production process that is clearly defined in the code of practice;
Regular tasting by professionals; A long fermenting leaven that gives the Rye
bread its aspect (typically with cracks) and its specific taste;
A full grain bread made out of at least 90% Rye (max. 10% wheat).
Current situation
Producers Millers Bakeries The Association
Rye bread of the Valais PDO
Promotion activities
Harvest
40 producers with a contract for growing and providing Rye
Quantities of Rye
Margin for growth Rye for the PDO / total amount of
Rye in the Valais in 2008 :483 T / 998 T = 48% of the production
Rye for the PDO / cereals for human consumption in the Valais : 483 T / 3’540 T = 14% of the production
Price of the Rye bread Indicative price of Rye : Fr. 46.00 / 100 kg => Each producer negotiates with his
buyer depending on the market – the association does not intervene
Bonus : Fr. 12.50 / 100 kg => paid to each producer that has a contract with the association, according the quantities produced => Rye is paid more than wheat
Indicative price for wheat : Fr. 57.00 / 100 kg (top class)
Mills
Two certified mills
Backers
BackersBacking :
790’000 kg bread
Price of the bread Flour for the PDO : + Fr. 30.- / 100
kg (10 ct per bread) Price of the bread : freedom of the
backer Indicative price to be set ?
Association of Rye bread of the Valais Represents the whole supply chain Creates a link between the farmers,
mills, backers and control bodies Is a member of the Swiss association of
PDOs and PGIs and the Valais chamber of agriculture
It defends the interest of its members and promotes the Rye bread
Association of Rye bread of the Valais
The committee is composed of : Three backers with large distribution
networks Two mill managers Two cereal producers And permanent guests : OIC, Valais
agricultural department, Valais chamber of agriculture
Functioning of the association
Backers pay a slightly higher price for the flour (10 ct per bread)
Producers receive a bonus of Fr. 12.50 per quintal
The certification, the secretariat and the promotion activities are financed by the remaining amounts and contributions of the chamber of agriculture and the canton
Promotion activities Providing sales material to the backers
(bags, flyers, …) Participation in fairs and events
(Salon des Goûts et Terroirs, Semaine du Goût, Foire du Valais, …)
Actions : Advertising campaign, web-site, participation in the collective actions of the PDO-PGI association or the “Basket of Valais products”
Movable bakery
Challenges
Internal development
External Development
Internal development : Objectives
Better federate the current backer members
Convince the remaining non-member backers to join the initiative
Improve the identification of the product in the shops
Manage the quantities of Rye
Internal development : Means Guaranty the artisan production thanks
to stricter controls and the code of practice => OIC
Voting rights within the association : one vote per member
Fight the abusive use of the name Support by the state of the Valais and
the chamber
Internal development : Means Develop trainings and consultancy
for the backers and sales staff Obtain the generalised use of the «
pastille AOC» and the bags Use of the trademark Valais for the
backers (voluntary in a first stage, widen to all backers later)
Internal development : Means Growing trials for new varieties of
Rye to assure the future of the production
External development : Objectives
Develop sales of Rye bread outside the canton. Main problem : logistics (fresh product)
Maintain the quality and the image of the Rye bread of the Valais PDO
External development : Means Sensorial study on the
conservation of Rye bread : comparing fresh bread with frozen and vacuum-packed bread under in a atmosphere
=> Objective : set rules on certain processes and if necessary forbid certain methods
Conclusion The PDO guarantees « authentic and unvarying
local methods » The PDO protects a « terroir », a tradition and a
know-how, but the objective is not to make every bread uniform: The code of practice guarantees the basic
recipe Allows each backer to express his own know-
how => Rye breads do not have the same taste in
all bakeries Challenge : growth without losing the nature of
the product, nor the « spirit » of the Pain de seigle valaisan AOC
Thank you for your attention!
Contacts Association du Pain de seigle
valaisan President : Jacques-Roland Coudray Manager : Nelly Claeyman Address : Maison du Paysan , CP 96,
1964 ContheyTel : ++41 (0)27/345.40.10 Fax : ++41 (0)27/345.40.11
Internet : www.paindeseiglevalaisan.ch ; [email protected]