Valais Rye bread PDOAn authentic product

Valais Rye bread PDORound;250g, 500g or 1kg;Plain;Cover with cracks;Recognisable by the pastille AOC

The PDO code of practiceCereals 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

ProducersMillers BakeriesThe 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 growthRye 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 / 3540 T = 14% of the production

Price of the Rye breadIndicative 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 wheatIndicative price for wheat : Fr. 57.00 / 100 kg (top class)

Mills Two certified mills

Backers

BackersBacking : 790000 kg bread

Price of the breadFlour for the PDO : + Fr. 30.- / 100 kg (10 ct per bread)Price of the bread : freedom of the backerIndicative price to be set ?

Association of Rye bread of the ValaisRepresents the whole supply chainCreates a link between the farmers, mills, backers and control bodiesIs a member of the Swiss association of PDOs and PGIs and the Valais chamber of agricultureIt defends the interest of its members and promotes the Rye bread

Association of Rye bread of the ValaisThe committee is composed of : Three backers with large distribution networksTwo mill managersTwo cereal producersAnd permanent guests : OIC, Valais agricultural department, Valais chamber of agriculture

Functioning of the associationBackers pay a slightly higher price for the flour (10 ct per bread)Producers receive a bonus of Fr. 12.50 per quintalThe certification, the secretariat and the promotion activities are financed by the remaining amounts and contributions of the chamber of agriculture and the canton

Promotion activitiesProviding sales material to the backers (bags, flyers, )Participation in fairs and events (Salon des Gots et Terroirs, Semaine du Got, 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 : ObjectivesBetter federate the current backer membersConvince the remaining non-member backers to join the initiative Improve the identification of the product in the shopsManage the quantities of Rye

Internal development : MeansGuaranty the artisan production thanks to stricter controls and the code of practice => OICVoting rights within the association : one vote per memberFight the abusive use of the name Support by the state of the Valais and the chamber

Internal development : MeansDevelop trainings and consultancy for the backers and sales staffObtain the generalised use of the pastille AOC and the bagsUse of the trademark Valais for the backers (voluntary in a first stage, widen to all backers later)

Internal development : MeansGrowing trials for new varieties of Rye to assure the future of the production

External development : ObjectivesDevelop 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 : MeansSensorial 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 recipeAllows each backer to express his own know-how=> Rye breads do not have the same taste in all bakeriesChallenge : growth without losing the nature of the product, nor the spirit of the Pain de seigle valaisan AOC

Thank you for your attention!

ContactsAssociation du Pain de seigle valaisanPresident : Jacques-Roland CoudrayManager : Nelly ClaeymanAddress : Maison du Paysan , CP 96, 1964 Conthey Tel : ++41 (0)27/345.40.10 Fax : ++41 (0)27/345.40.11 Internet : www.paindeseiglevalaisan.ch ; paindeseiglevalaisan@agrivalais.ch