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Valais Rye bread PDO
An authentic product
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Valais Rye bread PDO Round; 250g, 500g or
1kg; Plain; Cover with
cracks; Recognisable by
the « pastille AOC »
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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).
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Current situation
Producers Millers Bakeries The Association
Rye bread of the Valais PDO
Promotion activities
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Harvest
40 producers with a contract for growing and providing Rye
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Quantities of Rye
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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
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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)
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Mills
Two certified mills
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Backers
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BackersBacking :
790’000 kg bread
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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 ?
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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
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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
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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
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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”
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Movable bakery
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Challenges
Internal development
External Development
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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
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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
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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)
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Internal development : Means Growing trials for new varieties of
Rye to assure the future of the production
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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
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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
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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
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Thank you for your attention!
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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]