Coop: 32 Mio. kg IP-Suisse-Milch

The beginnings of IP-Suisse meadow milk date back to 2006. The sale began after about five years of preparation in October 2011. TerraSuisse UHT quality meadow milk was sold throughout the country

Failed nationwide at Migros

Migros’ Swiss launch did not really want to be successful. After just eight months, this was removed nationwide in April 2012. The reason for the switch was the inability to communicate the added value of Terra-Suisse meadow milk to the customer.

However, Migros Aare has remained true to the milk label. And the milk of the pasta was thus able to firmly establish itself in the range. Grass milk was also added to the Migros Central Switzerland range at the beginning of 2013. As IP-Suisse president Andreas Stalder told “Schweizer Bauer” in March 2020, Migros markets 16 to 17 million kilos of grass milk each year and the trend is increasing. “There is great potential for added value in milk,” Stalder said.

Since autumn 2016, the Migros subsidiary Denner has also had meadow milk in its range. In addition to milk, the discounter has over 30 other items in its range. The global company Nestlé also processes meadow milk. IP Suisse milk is used at the subsidiary Cailler, which produces chocolate products.

100 instead of 200 million kilos

In March it was also announced that Coop was adding meadow milk to its range. This is the first time. Before that, there were no Beetle products for sale at Coop. «We expect a strong boost with meadow milk. Coop takes into account about 200 million kilos of grass milk after converting the middle segment, ”said Stalder.

The IP-Suisse cream is available from June in Coop and in a few days the pastry milk will follow. IP-Suisse is not talking about more than 200 million kilos, but about 100 million kilos that could one day be sold through this channel.

1.6 million of added value

With the launch of IP-Suisse-Pastmilch and IP-Suisse-Past-Rahm (under the Coop Qualité & Prix brand), more than 32 million kg of milk will be sold annually in a first phase, wrote IP-Suisse in a statement Thursday. Farmers receive a supplement of 5 cents per kilo of milk. “The new sales channel creates an additional added value for milk producers of 1.6 million francs per year and strengthens the relationship between producers, retailers and consumers,” continues IP-Suisse.

The collaboration is a great success for Stalder. “It’s a quantum leap for us. It is extremely important that both wholesalers have been able to opt for the sustainability of IP-Suisse. Agriculture can establish itself at a high and uniform level, “he told” Swiss farmers “in March 2020.

Production requirements include soy-free feeding, participation in the RAUS program (regular outdoor exercise), regular grazing and feeding with hay and grass, farm grass forage and reduced feed use concentrated. In addition, the IP-Suisse Milk Points program promotes species-appropriate breeding, herd health and cow herd life in a systematic and long-term way. Furthermore, compliance with biodiversity requirements is part of the production of IP Suisse labels.