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Presentation. Introduction. Xeis - Products from natural deer. From natural ressource to the regional premium product. Reinhard Mitterbäck. Leader+ Gesäuse-Eisenwurzen Markt 35 A- 8933 St. Gallen. region Gesäuse - Eisenwurzen. region Gesäuse - Eisenwurzen. region „Gesäuse-Eisenwurzen“.

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  1. Presentation

  2. Introduction Xeis - Products from natural deer From natural ressource to the regional premium product Reinhard Mitterbäck Leader+ Gesäuse-Eisenwurzen Markt 35 A- 8933 St. Gallen

  3. region Gesäuse - Eisenwurzen

  4. region Gesäuse - Eisenwurzen

  5. region „Gesäuse-Eisenwurzen“ • 12 Municipalities (988 km2 , 12.800 Inhabitants) • National park Gesäuse • Tourist Board Gesäuse • Nature Park Eisenwurzen • Tourist Board Eisenwurzen • Monastery of Admont • Forests of the province of Styria • Austrian State Forests

  6. requirements Leader + Gesäuse - Eisenwurzen • Need of natural ressource • Relation to the region • Forests Forest in styria Gesäuse - Eisenwurzen 994.000 ha ca. 69.000 ha • Deer deer in styria Gesäuse - Eisenwurzen ca. 11.500 ca. 3600 • Skilled Team • The project must be linked to regional developement strategy

  7. LAG Projects: Farmer&Guest • Total volume: € 511.000,-- • Project duration: (2001) 2004 - 2007 • Donation money: € 190.637,-- Terms of reference : • Creation of regional culinaric and touristic lead product • Integration of farmers, forestry and farms with direct marketing of their products • synergies with tourism industry • cooperation with catering trade • creation and production of other products under the level xeis

  8. Goals when starting in January 2004: • image cultivation for the nationalpark region gesäuse • developement of marketrelevant products from deer • marketing for high class deer products under one label • market: first in the province and then all over austria within 3 years • coordination with touristic marketing strategy • creation of an lasting economic system

  9. Development steps: • definition of potential products: deer, cheese, trout..... Fleischwarenmanufaktur Robert Pfeiler • arrangement of a competent team • anchoring the project in the region • CD/CI developement • marketing and lobbying

  10. Market research • 2000 interviews in Graz und Vienna and in the region • „wild public sentiment“ Some answers: • Nationalparkregion Gesäuse is typical for nature, mountains and recreation • typical dishes are: venison dishes • deer is healthy: 60% • disadvantage: price and availability • very important: regionality of products and freshness

  11. Farmer and guest : development of premium product • The result:

  12. Product development • consultation of food chemist • 14 months of test production • guidelines and instructions for delivery • chemical and sensoric analysis

  13. Xeis Edelwild - the products: Sausages

  14. Xeis Edelwild - the products: Gift -Box

  15. Xeis Edelwild - the products: venison pate Deer lever pate

  16. Xeis - Edelwild: the premium product Ham of deer

  17. Sales and test market • in 27 farmer stores all over Styria • in 3 stores in the region • start of sale: 24th of November 2004 Publicity campaigns

  18. Regional • Gesäuse - landlords: 1 dish of deer all over the year Logo at the menu advertising one another • Nationalpark - partners • „Gutes vom Bauernhof“ stores • beauty spots of region

  19. Project - milestones • start: July 2004 • In 3 months: • CD/CI developement • packaging • Logistic • price • test market • start testmarket: November 2004 • Evaluation: January 2005 • first steps for company • cost for label in 2004: € 70.000,--

  20. Further project development Start of company in January 2006 Associates: municipalities Styrian forest companie, monastery of admont, austrian state forest, Tourist board, nature park eisenwurzen National park gesäuse, hunters, „Direkt vom Bauernhof“ Pfeiler: the regional butcher First steps: • take over of the project from leader+ • take over of the label from leader+ • distribution and sales promotion

  21. Ein Projekt von: Leader + Gesäuse - Eisenwurzen Markt 35 A - 8933 St. Gallen +43/3632/7714 www.xeis.st

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