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Old 26.01.2011, 09:09
Bertrand - Geneva
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Swiss Cheeses in the USA !!!

Good news for those up there, Migros is going to export Swiss cheese in the USA.

Migros says "Cheese"
The labels of products Mifroma intended for the American market are already ready.
They represent the tradition and the region of every cheese

The Americans will soon enjoy the Swiss cheese and the fondue of Mifroma, a subsidiary of the orange giant

The Americans can soon eat some Swiss cheese, the emmentaler and even the fondues produced by Mifroma, the subsidiary of Migros. " Our company has a strategy of international development, explains Gilles Oberson, director of Mifroma. We are very active on the European market and we want to become established in North America. "

The company was able to test the impact of its products on the American professionals. it indeed presented its range of cheeses during the Fancy Food Show 2010, a fair of the food which took place in Washington. " Our products were very appreciated, asserts Gilles Oberson. We presented for example one of our specialities, the Brigant du Jorat, who pleased a lot. Even if the name does not so speak to them. "

Labels are already ready. That some Swiss cheese AOC(PROTECTED DESIGNATION OF ORIGIN) represents an armailli, the castle of Gruyère and the fribourgeoises Pre-Alps in background.
Easy clichés for the United States? " The Swiss cheese AOC(PROTECTED DESIGNATION OF ORIGIN) is a mark and we are just the refiners, specifies the director of Mifroma. We thus decided to decline the product with the values of the AOC(PROTECTED DESIGNATION OF ORIGIN) which are the authenticity, the regionalism and the tradition. " Other labels will be also adapted to the product. " The emmentaler will have the typical chalet of the region ", the person in charge of the Swiss mark promises.

Swiss Cheese is already well known Americans. But it indicates for the most part of time a cheese to the aspect of emmentaler and to the very light taste. Is Mifroma going to sweeten its products for the market of the United States? " It is out of the question, answers Gilles Oberson. If we export some Swiss cheese, we export some Swiss cheese. It will be the same product and it is moreover as it that it is appreciated. " Cheeses of the Swiss company should be present in hypermarkets. " But it is still too early to say it ", declares Mr Oberson.

Two digit growth in the United States
This raid of the company Mifroma across the Atlantic was possible due to the company M, which is of use as organization of sale and as marketing for the group Migros to the United States. " We took advantage of this administrative seat to engage commercial and sell door-to-door buyers on this continent ", notes the director.

The American market is promising for the Swiss specialities of cheese. The leader of the export for these products is the group Emmi. " The United States represent the biggest international market of the group Emmi, announces her spokeswoman, Esther Gerster. Over there, the market of typical cheeses has a two digit annual growth. " Emmi does not tell to be afraid of the arrival of this new competitor: " there is already the others and it is normal, we are never alone on a market. "


Translated with Reverso
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