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Since 2002, the grocery chain MPreis has partnered with Bio vom Berg, the only independent farmers’ brand in Central Europe.
VÖLS. MPreis has trusted the Bio vom Berg brand and the farmers behind it since the beginning, incorporating their products into its assortment 22 years ago. The focus of this partnership has always been to support small-scale organic farmers in Tyrol, giving them the opportunity to offer their high-quality products on a large scale. Through the collaboration between the two brands in product development and marketing, fair prices for mountain farmers are implemented. Today, around 600 producers can sustain their livelihoods or earn a valuable additional income through the sale of their products.
Quality and Sustainability Combined
Customers appreciate the exclusive quality of the products and the strong regional focus MPreis provides as a distribution partner. Since the start of the collaboration in 2002, sales have increased twenty-two times. In the first half of 2024 alone, growth reached double-digit percentages. The most popular choices among consumers are organic fruits and vegetables. Bio vom Berg’s umbrella brand brings together three fruit growers and cooperatives, eleven small dairies offering 40 varieties of cheese, 25 grain farmers and processors with 26 types of organic bread, eleven egg producers, and two butchers—90 percent of these are family-owned businesses.
“Bio vom Berg shares the same values as us: regionality, sustainability, and family. From this mutual belief, a long-term and trusting partnership has emerged, marked by flexibility in the supply chain, depending on the harvest, and adjusting production based on demand. We are proud to have strong partners like Bio vom Berg and the farming businesses behind them,” said MPreis CEO Ingo Panknin.
“The partnership with MPreis is both sustainable and resilient. The quality of our organic mountain farmers’ products sets standards. Additionally, the responsible management of alpine meadows and pastures is crucial, as they shape the landscape of Tyrol and add value to tourism,” emphasized Björn Rasmus, Managing Director of Bio vom Berg.
