What counts is exclusivity: how the Bernese company, Jumi AG, markets its local produce.

Two young Bernese men, Mike Glauser and Jürg Wyss, have proven themselves to be pioneers in the Swiss food industry. Since founding their company, Jumi, in 2005, they have demonstrated that it is possible to position innovative, artisan food products in the premium segment of the market. Their meat and cheese products, drawn from around 30 farmers from all over the country, are considered an insider tip by discerning gourmets.

The most surprising aspect of this is the fact that Glauser and Wyss set up their distribution network themselves. They distribute their speciality foodstuffs exclusively through local weekly markets, village stores and delicatessens, as well as supplying fine restaurants and hotels in Switzerland and abroad. They have avoided the multiplication effect by deliberately not going through wholesalers or chain stores.

However, their chosen approach of taking one step at a time required the founders of the company to invest a lot of time and effort - particularly in the beginning - in order to convince the market. It paid off – once the umbrella brand Jumi and the various product brands were established among consumers, they were able to realise the dream of every brand manager - Jumi gained an aura of exclusivity, making it attractive to the retail vendor with the brand promoting itself.