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Difficult governance issue: How can 2’300 milk producers, 176 cheese makers, 52 mountain cheese makers, and 9 cheese refineries decide together?
Agreement: Set in place democratic and professional organizational structures Gruyère Association (‘Gruyère Parliament’).
Outcome: All partners along the value chain gained through improved market penetration of Gruyère PDO higher milk prices for farmers, interesting margins / added value along the supply chain (processing, storage, marketing).
Individual trademarks versus a collective PDO: How to stimulate collaboration and healthy competition to strengthen the brand while preventing ‘free riders’ from benefiting (image, quality, etc.) without participating?
Agreement: All stakeholders respect the PDO code of practice, which enhances fair competition along the supply chain each cheese maker and ripener has an own (additional) trademark and freedom to sell.
Outcome: Strong positioning of the Gruyère PDO in the Swiss and international market price and volumes increase