1. Valais Rye bread PDO An authentic product

2. Valais Rye bread PDO • Round; • 250g, 500g or 1kg; • Plain; • Cover with cracks; • Recognisable by the « pastille AOC »

3. 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).

4. Current situation • Producers • Millers • Bakeries • The Association Rye bread of the Valais PDO • Promotion activities

5. Harvest • 40 producers with a contract for growing and providing Rye

7. Quantities of Rye

8. 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

9. 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)

10. Mills Two certified mills

11. Backers

12. Backers Backing : 790’000 kg bread

15. 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 ?

16. 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

17. 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

18. 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

19. 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”

20. Movable bakery

21. Challenges • Internal development • External Development

22. 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

23. 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

24. 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)

25. Internal development : Means • Growing trials for new varieties of Rye to assure the future of the production

26. 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

27. 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

28. 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

29. Thank you for your attention!

30. 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 ; paindeseiglevalaisan@agrivalais.ch