Swiss Grocer Migros Launches Premium Local Food Private Brand

Migros, Switzerland’s largest grocer, has launched a new premium Private Brand made entirely from domestically sourced Swiss ingredients.

The Connaisseur Suisse line takes the local food movement to a new dimension with products such as pasta, mustards and mayonnaise – is a range with “all the authenticity of Switzerland”.

Migros has worked with Swiss farmers co-operative IP-Suisse on the launch, with durum wheat used in the new pasta products coming from the co-op.

IP-Suisse manager Fritz Rothen said the launch of the line came through the “collaboration” of the co-op, Migros and Jowa, one of the retailer’s production subsidiaries.

“With the close collaboration between partners Jowa, Migros and IP-Suisse, innovative ideas like this can emerge,” Rothen said. “There are good prospects for Swiss products with high added-value.”



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.