This project is co-financed by the European Regional Development Fund

through the Interreg Alpine Space programme.

WP 2 – Identification of Best Practices in the Collective

Commercial Valorisation of Alpine Food ICH

WP leader: Kedge Business School

Activity A.T2.2

Field Study of Relevant Cases of Success:

Collective Marketing of the Murnau

Werdenfelser Cattle

Involved partners:

Florian Ortanderl

Munich University of Applied Sciences

Abstract

In Upper Bavaria, a network of farmers, butchers, restaurants, NGOs and a specially developed trade

company cooperate in the safeguarding and valorisation of the endangered cattle breed Murnau

Werdenfelser. The company MuWe Fleischhandels GmbH manages large parts of the value creation

chain, from the butchering and packaging, to the distribution and marketing activities for the beef

products. It pays the farmers a price premium and manages to achieve higher prices for both beef

products and beef dishes in restaurants. The activities of the network significantly contributed to the

safeguarding and livestock recovery of the endangered cattle breed.

Kurzfassung

In Oberbayern arbeitet ein Netzwerk aus Landwirten, Metzgern, Restaurants, NGOs und einem

speziell dafür entwickelten Unternehmen an der Erhaltung und In-Wert-Setzung der bedrohten

Rinderrasse Murnau-Werdenfelser. Das Unternehmen MuWe Fleischhandels GmbH organisiert

große Teile der Wertschöpfungskette, von der Metzgerei und der Verpackung, bis zur Distribution

und allen Marketing Aktivitäten für die Rindfleischprodukte. Es zahlt den Landwirten einen

Preiszuschlag und erzielt Premiumpreise für die Rindfleischprodukte, als auch für

Rindfleischgerichte in Restaurants. Die Aktivitäten des Netzwerks haben entscheidend zur Erhaltung

und Erholung der Bestände der bedrohten Rinderrasse beigetragen.

1.1 Case typology and historical background

This case report analyses a network-based marketing approach for beef products and dishes of the

endangered Bavarian cattle breed Murnau Werdenfelser. At the center of the network is a marketing

organisation that manages the Murnau Wedenfelser brand, MuWe Fleischhandels GmbH, and a

restaurant, Der Pschorr; behind both, is the same entrepreneur who has had a central role in federating

other supply chain actors and promoting the production and consumption of Murnau Werdenfelser

beef. The breed is considered as the only autochthonous cattle breed of Upper Bavaria and is

predominantly held extensively in small herds on full-time farms. The ability to utilise sparse

pastures, hard hooves and their agility in difficult terrain make Murnau-Werdenfelser cattle

predestined to be kept on wetlands and on steep mountain slopes.

Even though genetic analysis has been conducted, it remains unclear from which cattle breeds the

Murnau-Werdenfelser originally developed. Literature presumes, that the basis were early variants of

Oberinntaler Grauvieh, which were imported by the Upper Bavarian monasteries Murnau and Ettal

from the Tyrolian monastery Stams. Until the end of the 19th century, the Murnau-Werdenfels region

almost exclusively knew Murnau-Werdenfelser cattle that were kept as triple-purpose breed

(primarily for milk production and the tractive power of the oxen, slaughtering was limited to older

animals). The Murnau-Werdenfelser oxen were renowned through all of Europe for their

temperament and force, which had a negative effect on the development of the breed, since many

farmers decided to sell their best bull calves as oxen instead of using them for breeding. The resulting

shortage of breeding animals was compensated through the use of Ellinger, Murbodner, and Franken

bulls, as well as Allgäuer, Montafoner and Schwyzer Braunvieh and several breeds of Grauvieh.

However, according to Sambraus (2010), the districts of Garmisch and Murnau remainded largely

spared from these practices. In 1901, the “Zuchtverband für einfarbiges Gebirgsvieh in Oberbayern

“(Breeding Association for Single-coloured Mountain Cattle in Upper Bavaria) was founded in

Weilheim. The association tried to purify the breed in the following two decades. At the beginning

of the 20th century, however, the breed started to become more and more displaced by Fleckvieh

(Simmental) and Braunvieh, which could produce higher milk yields. Additionally, the two world

wars were impeding the work of the breeding association significantly. The breed could only survive

thanks to a few strong-willed farmers that stood by the Murnau-Werdenfelser breed nevertheless. In

the district of Garmisch-Partenkirchen, the Murnau-Werdenfelser breed still accounted for 93,6% of

all cattle in the year 1936. The “Zuchtverband für das Murnau-Werdenfelser Vieh”, a breeding

association specifically for the breed, was founded in 1952 and tried to safeguard it despite the

accelerating transition to other breeds. Notwithstanding all these efforts, the livestock kept on

decreasing and the breed was in critical danger of extinction. Since the 1980s, the safeguarding efforts

have been supported by state-funded conservation programmes: Additional to the preservation of

gene reserves, a state-owned herd and a support programme for farmers have been introduced.

According to one of the farmers, these measurements were taken at the initiative of the Bavarian

agricultural minister of the time, Hans Eisenmann (1969-1987). In 1981, the “Gesellschaft zur

Erhaltung alter und gefährdeter Haustierrassen” (society for the safeguarding of old and endangered

domestic animal breeds) was founded and the remaining livestock could be merged and stabilised. In

2006, less than 160 thoroughbred animals have been listed in the herd book. Through the foundation

of a support association and the cooperation of breeders, farmers, authorities and NGOs, the livestock

began to recover.

1.2 Methodological Procedures

Within this case study, the following data have been collected and analysed:

- 1 interview with the chairman of the safeguarding association in Munich who is also owner

and manager of the marketing organisation MuWe Fleischhandels GmbH and the restaurant

Der Pschorr;

- 5 additional interviews with the active Murnau-Werdenfelser farmers in key positions of the

network, one of them is simultaneously the chairmen of the breeding association, another the

chairman of the safeguarding association in Garmisch-Partenkirchen;

- 1 internal presentation of current data regarding livestock and yearly sales by the interview

partner;

- Financial data published on Bundesanzeiger.de – the German Federal Gazette;

- Photo documentation of beef prices at involved supermarket;

- Menus of Der Pschorr and six other inner-city restaurants in Munich;

- Website, Facebook-, Instagram- and YouTube accounts of the brand Murnau Werdenfelser –

Bestes vom Rind

1.3 Evaluation

1.3.1 Key Internal and External Processes

Main actors involved, internal processes and network relations

While many actors are actively involved in the safeguarding of Murnau Werdenfelser cattle, this case

report will primarily focus on the networks for commercial valorisation through collective marketing.

The most successful approach that was identified during the desk research is a network for marketing

beef, which is centred around Jürgen Lochbihler, his business MuWe Fleischhandels GmbH and his

restaurant Der Pschorr in Munich.

Figure 1: Graphical representation of the network

Source: our elaborations, using organisation logos from respective websites

The centre of the beef network is the MuWe Fleischhandels GmbH with its brand Murnau

Werdenfelser – Bestes vom Rind. This company currently cooperates with 52 Murnau Werdenfelser

farmers who are all based in Bavaria and mostly inside the original breeding area, and three regional

butcheries. The cooperation with the farmers includes certain regulations concerning animal

husbandry and how the animals have to be fed to comply with the quality standards. Once the cattle

are ready for slaughter, the farmers sell the whole animal to the MuWe Fleischhandels GmbH and

drive them individually in a small trailer to one of the butcheries, where it is slaughtered. At the main

butcher Petermichl in Antdorf the meat is matured, cut, partially processed to sausages, beef ham and

burger patties and finally packed. There are several ways of distribution of the meat products, which

can be categorized into direct selling, selling through/to gastronomy and cooperation with local

supermarkets.

Through direct selling, whole cuts, offal meat, burgers and different butchery products are available.

The customer can fill out an order form available on the website murnauwerdenfelser.de and pick up

his order three days later at the restaurant Der Pschorr in the centre of Munich.

This restaurant, which like the MuWe Fleischhandels GmbH is also owned and managed by Jürgen

Lochbihler, is situated in the highly frequented inner city of Munich, right on the historic market

Viktualienmarkt (which is listed on the Bavarian Intangible Cultural Heritage register) and was also

the first to offer specialty dishes from Murnau Werdenfelser beef. To ensure the utilization of the

whole animal “nose to tail”, the menu usually does not offer premium cuts, because the demand for

these cuts would outweigh the demand for other parts by far and could not be supplied continuously.

Instead various traditional dishes (some of them in modern variations) can be found, that are based

on other cuts, as well as specialty offal dishes. In 2018, two other restaurants started offering Murnau

Werdenfelser beef as burgers, one restaurant at the soccer field in the Munich suburb Germering

called Sportsfreunde and one specific Burger restaurant in the town Murnau at lake Staffelsee called

Lido Beach&Burger. The production of burger patties was described as another way (albeit non-

traditional) of utilising parts that would otherwise be hard to sell.

The burger patties are also available frozen at the 18 cooperating supermarkets in the region of origin

and in Munich. These are owner-managed supermarkets, licensed by one of the two supermarket

chains EDEKA (5) or REWE (13). Usually, they also offer sausage specialties and different cuts of

fresh meat in the supermarkets butcher’s shop, which they portion for the customer.

The following map shows the spatial distribution of points of sale, the three restaurants are marked

in blue, EDEKA supermarkets in yellow and REWE supermarkets in red (see Figure 1).

Figure 2: Spatial Distribution of Points of Sale

Source: Our elaborations, using geoportal.bayern.de and data from murnauwerdenfelser.de

In late 2018, a new product line of ready-made beef soup and sauce Bolognese was added under the

brand Vom Wirtshaus. The products are made in the restaurant Der Pschorr from Murnau-

Werdenfelser bones and meat and sold in 104 REWE supermarkets in and around Munich. This can

be considered an innovative way of utilizing meat scraps and bones at a large scale.

Closely related to this network, with many members being part of both organisations is the

“Förderverein für das Murnau-Werdenfelser Rind”, an association for the support and safeguarding

of the Murnau-Werdenfelser breed, of which Lochbihler was elected first chairman. Apart from

already mentioned stakeholders, this association also includes members of Slow Food, including the

chairlady of Slow Food Germany, Dr. Ursula Hudson. The members carry out voluntary work to

support interested farmers with livestock farming and breeding. The association also cooperates with

the “Gesellschaft zur Erhaltung alter und gefährdeter Haustierrassen” (society for the safeguarding of

old and endangered domestic breeds) to raise public awareness for the breed.

Not all Murnau-Werdenfelser farmers are part of the marketing network or the association, while the

markteting network currently contains 52 farmers, the breeding association lists 77 breeders in 2017.

Some direct sellers focus on their own marketing and there is another association that was founded

2016 in the district of Garmisch Patenkirchen by traditional Murnau Werdenfelser dairy farmers that

created a network for producing and selling Murnau-Werdenfelser cheese. Another important

association that needs to be mentioned are the Weilheimer Zuchtverbände (society of breeders). All

these associations and the farmers are closely connected and work together on the aspects of

safeguarding (which in this context specifically includes systematic breeding to recover the livestock)

and awareness raising.

1.3.2 Business and Financing Model

The MuWe Fleischhandels GmbH organizes the cooperation with the farmers, butcheries and

distribution partners and is responsible for almost all marketing activities, from product development,

packaging and design, communication and promotion (in cooperation with the selling

restaurants/supermarkets) to distribution/logistics. It also carries a large part of the financial risk

within the network by continually financing a large stock of perishable products that need to be sold

on.

The company has been growing steadily over the last years, from 17 supplying farmers and 117

slaughtered cows in 2013 to 45 supplying farmers and 293 slaughtered cows in 2018. In terms of

profitability, the 2017 financial data of MuWe Fleischhandels GmbH (as published on

bundesanzeiger.de) show an accumulated loss of € 453,075.13 – of which € 363,075.11 are deficit

not covered by equity. Even though the annual accounts of 2017 stated negative net assets, the

commentary states that the management took apt measures to balance the loss by the time of the

balance sheet preparation. All liabilities could be met on time, ensuring financial solvency.

1.3.3 External Processes, Adopted Marketing Strategies

The offered products and gastronomic services are positioned in the premium segment, promising

superior quality for a higher price (a price comparison is following in the analysis of economic

success). The product range is characterized by the approach of utilizing the whole animal “nose to

tail” and includes more traditional solutions to the problem (such as traditional specialty dishes at Der

Pschorr and the direct selling of whole cuts and organ meat), as well as innovative solutions aimed at

modern consumer preferences (frozen American style burger patties, ready-made beef soup and sauce

Bolognese).

The marketing concept is designed to be regional in regard to production and distribution. Even

though he thinks the product quality would also allow to sell to selected gourmet shops worldwide as

it is done with Kobe beef, Jürgen Lochbihler explained he wants to offer products “from the region -

for the region”. All points of sale are within the region of origin and in/around Munich as the nearest

concentration point of commercial activity.

The brand name exemplifies this approach: it communicates the name of the breed Murnau

Werdenfelser - Bestes vom Rind, which contains a geographical reference to the market Murnau and

the former county Werdenfels. Within the region of origin, this reference explains itself, however, for

most people outside of Upper Bavaria, the name has most likely no meaning. The concept also

includes the use of regional fodder, which for the biggest part is produced by the cooperating farmers

themselves. Within the last two months before slaughter, the cattle can only be fed with hay and grass,

to ensure a certain texture and taste of the meat, which is promoted as “grass-fed beef”.

The quality label Geprüfte Qualität Bayern assures the origin from Bavaria and certain quality

standards. As is visible in the newer promotion material, the burgers patties are also certified with the

protected geographical indication (PGI) Bayerisches Rindfleisch (Bavarian beef). Association

members also discussed the possibility to produce exclusively organic beef, since 73% of the

delivering farmers are already organic certified. According to the interview partners, non-certified

farmers are using the same farming practices, but run such small operations that a certification (and

the resulting documentation and controls) would not be viable for them. To not exclude these small-

scale farmers, it was decided against an organic label.

The promotion includes classic media channels like advertising through posters, leaflets and regional

newspapers by the sales partners

Figure 3: Poster in Supermarket in Utting,

Source: own photograph

Figure 4: Print Advertisement

source: facebook.com/MurnauWerdenfelserRinder/

Furthermore, billboard advertisements are made on selected farms that are well visible in the area, in

the shown picture from Eschenlohe, the cows graze right next to the barn with the billboard during

summer and are visible for people passing through.

Figure 5: Poster on farm building in Eschenlohe

source: own photograph

During the summer months of 2018, the supermarket chain REWE promoted the products within their

“REWE-regionality-campaign”, which included a TV commercial with the FC Bayern player Thomas

Müller visiting the farm of Murnau-Werdenfelser farmer and MuWe Fleischhandels supplier Georg

Schlickenrieder (https://www.youtube.com/watch?v=G2D0DqQOfQE), as well as 150 large format

billboards within the sales region showing Schlickenrieder with a Murnau-Werdenfelser cow.

Figure 6: Thomas Müller in Rewe commercial

source: screenshot from youtube.com

Figure 7: ReWe Billboard with Georg Schlickenrieder and Murnau Werdenfelser cow

source: merkur.de

The MuWe Fleischhandels GmbH actively uses social media (Facebook, Instagram, YouTube) to

promote their products, share events and activities, as well as coverage in other media and adopts a

storytelling approach (so far 9 high quality videos, posts on Facebook and Instagram about every

week) to communicate multiple narratives, including:

• happy animals and harmonic farm life (majority of posts and videos);

• high quality of meat (info-video on factors of meat quality and meat aging, another video on

feeding, posts containing product-presentations and recipes);

• heritage and authenticity (interviews of expert for endangered species, posts of historic

photos).

The brand Murnau Werdenfelser Rind is active on social media and the accounts appear to be

professionally managed

Figure 8: Facebook Account

source: facebook.com/MurnauWerdenfelserRinder/

Figure 9: Instagram Account

source: https://www.instagram.com/murnauwerdenfelserrind/

The Facebook account https://www.facebook.com/MurnauWerdenfelserRinder has currently 693

followers. The posts described as “happy animals and harmonic farm life” are the ones generating

most user interaction (about 50 likes, several positive comments), while product related posts receive

less likes (mostly under 10) and more critical comments and questions (regarding animal welfare, use

of plastic packaging, etc.), which have been answered in a professional manner by the account

manager.

On the Instagram account https://www.instagram.com/murnauwerdenfelserrind, which is followed

by 223 users, also the “happy cow” pictures generate the most likes; here, no critical comments could

be found. Analysing the posts, it becomes apparent that the account is managed more professionally

since November 2017, when it started publishing more diverse posts (as well as “foodie-posts”) and

using more Instagram-specific hashtags promising visibility.

Figure 10: YouTube Channel

source: https://www.youtube.com/channel/UColczaxcmGo2NozpWJOEJKA/about

The YouTube channel existed since 2014 and has accumulated 37.892 views of the videos since,

which are shared over the company website and the Facebook account. The most successful video

about the feeding of Murnau-Werdenfelser cattle

(https://www.youtube.com/watch?v=cQ1D0jodon4&frags=pl%2Cwn) has currently 16.561 views,

47 likes and 1 dislike. Very few comments have been made and only of positive nature, one was from

a farmer interested in the breed who explicitly inquired where he could buy calves.

1.3.4 Economic Results and Impact on Safeguarding

The initiative follows the Slow Food principle “safeguarding through eating”, and the livestock

statistics show positive results in that regard. Even though breeding Murnau Werdenfelser cows takes

a long time compared to other breeds, the livestock continually recovered since the start of the

initiative. While different sources report different estimates (depending on what exactly is counted),

the number of cows in the herd books of the organisations cooperating with the MuWe Fleischhandels

GmbH recovered from 118 in 2005 to 857 in 2017. All interviewed farmers attribute this turn-around

to the engagement of Jürgen Lochbihler, who created a major incentive for farmers to keep and breed

Murnau-Werdenfelser cattle by paying initially twice the amount of the list price for this breed. Georg

Schlickenrieder, who was one of the first three organic farmers cooperating with Lochbihler,

explained how significant this offer was by comparing it to the price premium that he received at the

time for organic meat, which was between 3% und 10% and reports that today the MuWe

Fleischhandels GmbH pays the farmers a price premium (depending on various factors, including

genetic purity) between 30% and 70%. Schlickenrieder also explains that this marketing structure and

the attention the breed receives influenced the prices breeders receive for Murnau-Werdenfelser

calves, which used to be about half the price and is now up to double the price of a Simmental calf.

It is also reported that many farmers changed their operation from dairy farming breeds with higher

milk yields to suckler herds of Murnau-Werdenfelser cattle, since it became commercially viable and

is considerably less work.

To balance this fair price to the suppliers for the base product, the MuWe products have to be sold at

a premium price through all distribution channels and also the “nose to tail” approach, as well as the

second level of value creation through the restaurant is essential: Lochbihler was often quoted saying

that through the utilisation of the whole animal, he would need to charge on average only one Euro

more per dish at his restaurant to able to afford paying the farmers double. But it was also told by the

interview partners that he revoked this statement at a later stage, when using all bones, offal and less

demanded cuts became increasingly difficult with growing volume.

The premium price becomes apparent when comparing the prices of MuWe products with comparable

“regular” beef products. The integrated butcher shop at the REWE supermarket in Utting offers fresh

cuts of meat and sells MuWe beef, as well as regular beef. Even though not all cuts have comparable

counterparts, the ones that do show a clear tendency, as do the frozen burger patties (see Figure 12

and Table 1) The calculated price premiums are added in brackets. Another interesting observation

from this supermarket is, that the MuWe Roastbeef (€ 4.59/100g) is sold cheaper than imported U.S.

Roastbeef (€ 4.99/100g).

Figure 12: Beef Cuts with Price Tags

source: own research and photographs, July 2018

Table 1 – Price Comparison of Beef Cuts in a Supermarket

source: own research and photographs, July 2018

To analyse the price premium of the gastronomic offers based on MuWe beef at the Pschorr, the

menus of several restaurants of similar quality in the inner city of Munich offering similar dishes have

been compared (see Table 2). Especially interesting is the comparison with dishes using another type

of regional premium beef under the label BayernOx, which guaranties similar origin (districts of

Miesbach, Traunstein, Weilheim) and quality as MuWe and uses the same certifications (Geprüfte

Qualität Bayern, Bayerisches Rindfleisch g.g.A.), but the used cattle breed is Simmental – the

prevalent breed of cattle in Upper Bavaria. Since the menus only show a certain extent of similarities

and dishes of the same name might be served in different portion size with different side dishes, the

price difference is not directly interpretable as price premium for MuWe beef. Additionally, even

though similar restaurants in regard to locality, interiors and general price range have been chosen for

the comparison, the calculation of prices might be subject to other factors. Still, a certain tendency

can be recognized. The calculated price premiums (or their ranges) of BayernOx and and MuWe beef

compared to regular beef have been added in brackets.

Cut 100g Price Regular Beef 100g Price MuWe

Flanksteak € 1.39 € 3.29 (+ 137%)

Tafelspitz € 1.50 € 2.79 (+ 86%)

Roastbeef (Rinderlende) € 2.79 € 4.59 (+ 65%)

Burger Patties € 0.80 € 1.60 (+ 100%)

Table 2 – Price Comparison of Beef Dishes in Restaurants in Inner City Munich

Dish Price Regular Beef Price BayernOx Price MuWe, Pschorr

Rindertartar

(beef tartar)

€ 16.50

Zum Goldenen Kalb

€18.90

Augustiner am Platzl

€ 18.90 (+ 0% –

15%)

Schneider Bräuhaus

€ 19.90 (+ 5 – 21%)

Sauerbraten

(marinated pot

roast)

€ 18.50

Augustiner am Platzl

€ 17.90 (- 3%)

Schneider Bräuhaus

€ 19.90 (+ 7%)

Tafelspitz

(boiled beef)

€ 16.90

Schneider Bräuhaus

€ 17.80

Alter Markt

€ 19.90

Donisl (Organic)

€ 21.90

Spöckmeier

€ 21.90 (+ 0% – 30%)

Gulasch

(goulash)

€ 14.90

Schneider Bräuhaus

€ 17.80 (+ 20%)

Spöckmeier

€ 21.90 (+ 47%)

Burger with 200g

beef patty

€ 12.90

Schneider Bräuhaus

€ 16.40

Spöckmeier

€ 18.90 (+ 15 – 47%)

Burgunderbraten/

Ochsenbraten mit

Rotweinsoße

(burgundy pot

roast)

€ 18.60

Spöckmeier

€ 19.90 (+ 7%)

Rinderlende

mit Kräuterkruste/

Zwiebel-Senf

Kruste/

Zwiebelrostbraten

(beef loin with

different

€ 20.90

Schneider Bräuhaus

€ 23.70

Spöckmeier

€ 24.80

Alter Markt

€ 33.90 (+ 37% - 62%)

Source: Our elaborations based on respective restaurant menu cards, July 2018

The comparison shows that all dishes using MuWe beef at Der Pschorr are priced higher than

comparable dishes with regular beef or beef with another regional quality label in the inner-city

restaurants of Munich. The price premium varies strongly between the different dishes: for some

dishes the price difference seems to prove Jürgen Lochbihler's quote right: “with one Euro more per

dish, we can afford to pay the farmers double the price”. On the other hand, the only premium cut

(beef loin) on the menu of Der Pschorr is significantly more expensive than at the other Bavarian

restaurants (between € 9.10 and € 13.-).

1.3.4 Evaluation of ICH commercialisation

Enabling factors and difficulties

One key enabling factor in this case has been the series of activities, carried out by different actors,

for the safeguarding of the Murnau-Werdenfelser breed. The commercial valorisation activities

carried out by Mr. Lochbihler would not have been possible if already in the 20th century various

groups of breeders and the associations they formed had not attempted to protect the breed from

extinction when it was no longer viable from an economic point of view. More recently, the work of

these associations has been facilitated by the protection and support programmes funded by the

Bavarian state and the engagement of NGOs like Slow Food. These actors work closely together on

different activities; the most important one various stakeholders mentioned is a research project

funded by the state and carried out by the Universities of Munich to identify the genome of all

remaining Murnau-Werdenfelser specimen. This will permit to set up systematic breeding based on

the remaining gene pool and frozen gene reserves preserved by the state, and to develop the necessary

diversity of bloodlines for further growth of the livestock without risking inbreeding.

While no open conflicts are reported, the few farmers which can be categorized as “survivors” or

decided to return to keeping the breed before this marketing structure existed voiced concerns and

scepticism during the interviews carried out for this study. According to these long-term breeders, the

commercial success brought along “opportunistic” farmers for the wrong reasons: “The trend exists.

Like always, when anything is going well, some German will come along and say: I will do the same.

Which does not have to be negative. But of course, the reason for some of the people to join the

movement is not that they love these animals like we do and want to safeguard them, but simply

commercial: That way I will earn this extra amount, so this is what I will do. For them it does not

matter if the animal is well or if it belongs there, just the economic success”.

Another farmer, whose family continually bred Murnau-Werdenfelser cattle explained, why he chose

not to join the association for safeguarding in Munich: “What I do not like about this association –

and this is nothing against Mr. Lochbihler, we are always in contact – but there are people in the

association that join the discussion about things they have – in my opinion - no clue about. Like the

people from Slow Food - they discuss matters of livestock farming and want to tell the breeders what

to do, and they also have a voting right, which I think is a mistake. […] I think this right should stay

within the region and decisions have to be made by active farmers”.

For a collective marketing approach to work, broader mobilisation processes are required and this

inevitably attracts new actors. Some, like the breeders deemed ‘opportunistic’ by the old guard of

Murnau-Wedenfelser cattle aficionados, are driven by economic motivations – but the same can be

said of other commercial actors in the Murnau-Wedenfelser supply chain, such as distribution

channels and abattoirs. From another perspective, the inclusion of new actors brings in the issue of

the governance of the safeguarding and commercial valorisation network. In the case we examined,

at the core of the network is a commercial organisation that cooperates in a close manner with the

association federating breeders, granting the latter fair prices that more than compensate the

additional costs incurred to produce beef from this cattle breed. The entrepreneurial vision of Mr.

Lochbihler, as well as his financial investments, marketing savviness, and use of the Der Pschorr

restaurant as a showcase for the Murnau-Wedenfelser beef, have to be acknowledged as an important

factor in the commercial valorisation of this case. Other legal forms and governance structured could

have however been possible to achieve similar results (for example, a cooperative marketing

organisation owned by the breeder with an owned collective trademark or geographical indication).

Commercial valorisation of ICH

The analysis clearly shows that the activities of the MuWe Fleischhandels GmbH and the related

other actors generate a surplus in local value creation on several levels and creates an effective

incentive for the breeding and keeping of the endangered breed.

While a great part of the decision making is dependent on the person of Jürgen Lochbihler –who also

carries most of the financial risk, a considerable network has been built up, in which different

stakeholders get together regularly and an active discourse on the situation and future of the breed is

taking place. Through the promotional and educational activities of the network, awareness for the

breed and related farming practices is also raised in the general public.

Reference list

AlpFoodway (2018), “Deliverable T2.1.1: Map of ICH Commercial Valorisation Practices”, available at:

http://www.alpine-space.eu/projects/alpfoodway/en/project-results/downloads/wp2-marketing (accessed Feb

15., 2019)

Sambraus (2010): Gefährdete Nutztierrassen

Jaritz (2014): Seltene Nutztiere der Alpen

Brandner (2012): Die “Murnau-Werdenfelser” – Eine vom Aussterben bedrohte Viehrasse,

Vortragsunterlagen des Historischen Vereins Oberammergau

http://murnauwerdenfelser.de

https://www.regionales-bayern.de/anbieter/muwe-fleischhandels-gmbh-11494/

https://www.zugspitz-rind.de/projekt

http://www.zuchtverband-weilheim.de

http://slowfood-muenchen.de/?p=913

https://www.slowfood.de/biokulturelle_vielfalt/die_arche_passagiere/murnauwerdenfelserrind/

http://www.sueddeutsche.de/muenchen/wolfratshausen/am-wochenende-rassige-rindviecher-

1.2960908https://www.merkur.de/lokales/garmisch-partenkirchen/grossweil-ort377040/gabs-noch-

glentleiten-5392468.html

https://www.der-pschorr.de

http://www.spoeckmeier.com

http://zum-goldenen-kalb.de

https://augustiner-wirtschaft.de

https://www.zumaltenmarkt.de

https://www.schneider-brauhaus.de

https://www.donisl.com

https://www.facebook.com/Murnau-Werdenfelser-Rinder-179741005409583/

https://www.instagram.com/murnauwerdenfelserrind/

https://www.youtube.com/channel/UColczaxcmGo2NozpWJOEJKA

https://www.merkur.de/lokales/region-holzkirchen/otterfing-ort29238/otterfinger-biobauer-im-grossformat-

auf-plakatwand-ist-ja-nicht-wie-beim-gemuesebauern-einen-salatkopf-in-hand-haelt-10187384.html