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

Backers Backing : 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 ; paindeseiglevalaisan@agrivalais.ch