“Farmers have to be able to make a living from their work”

From the field to Migros – this is the path taken by a large portion of Swiss agricultural produce. Migros boss Mario Irminger recently headed in the opposite direction. Against the backdrop of glorious summer weather, he visited Andreas Stalder, President of IP-SUISSE, on his farm in Höchstetten-Hellsau near Bern. The “Schweizer Bauer” newspaper had sent out the invite for the top meeting held between strips of corn and flowers.

Migros is the largest customer

For around 30 years, Migros has been working with the association of farmers who farm their produce in an environmentally friendly and animal-friendly way. It is also the largest buyer of their products, which are easily recognisable by the ladybird logo.

For Irminger, IP-SUISSE is an excellent label: “It appeals to a broad customer base in Switzerland.”

He brushes aside concerns that Migros could ramp up pressure on producer prices. These concerns were triggered by the nationwide low price campaign launched in October 2024, which has seen Migros offer over 1,000 everyday products, including fruit and vegetables, at discount prices. “These price reductions do not come at the expense of the farmers,” assures Irminger.

Instead, they are to be financed through internal gains in efficiency and by focussing on the core business.

In the meeting, Andreas Stalder expresses understanding for the price pressure Migros is under. In addition to the issue of shopping tourism, he is also keeping an eye on other market participants who would sell their products below cost price.

Nevertheless: “Migros continues to focus on sustainability and thus on IP-SUISSE products,” says Andreas Stalder.

A balanced approach

Migros boss Irminger sees the strength of the label in its balanced approach, which is positioned between the ecological performance certificate (ÖLN), the minimum standard for environmentally friendly agriculture in Switzerland, and organic farming. It represents a good starting point for reaching increasingly price-sensitive customers.

IP-SUISSE is also discussing within its own ranks how best to harmonise ecology and economic performance. Most recently, the delegates voted in favour of strengthening the areas of social affairs, animal welfare and economic efficiency over environmental friendliness. “Farmers need both fair prices and fertile soils,” says Andreas Stalder.

Mario Irminger also shares this view. At the same time, he makes it clear that IP-SUISSE itself will decide on its future direction: “The label belongs to the farmers, not Migros.” Ideas and wishes would be introduced into the dialogue – as suggestions and not as instructions.

Serving nature

Andreas Stalder also sees his organisation as having a duty to provide certain concessions and to serve nature. “There is nothing more overwhelming than having to respond to needs that we have failed to recognise.”

Both parties point to challenges in the availability of Swiss raw materials – including with regard to possible crop failures such as last year. The Migros boss is in favour of a broad-based agricultural sector. A narrow focus on strictly organic farming would lead to considerable fluctuations in yields. “We have to strike a sensible balance between security of supply and sustainability.”

As regards the cultivation of plant-based products, IP-SUISSE President Andreas Stalder points to the limited amount of land available in Switzerland. “It is important to work with retailers to find out for which products domestic production is worthwhile and can be profitable for everyone involved.”

Mario Irminger is calling on politicians to establish the appropriate framework conditions that allow for this. His conclusion: “If farmers provide services, they have to be able to make a living from them.”