Papieri People

A taste of organic farming on Papieri-Platz

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Manuel Lerch

Agrovision Burgrain

Since February 1, 2024, Papieri Platz has been offering the bounty of Central Swiss farms, following the opening of Agrovision Burgrain’s fourth self-service farm store. More than 300 organic products from Central Swiss farms are now available to buy at the elegant wooden pavilion in the beating heart of the Papieri neighborhood. Many of them are handmade and produced in small batches. There’s crusty bread, an array of meat products, crunchy vegetables and fresh fruit – all high-quality organic produce straight from the farm. Manuel Lerch is in charge of the Marketing and Sales division at Agrovision Burgrain. He tells us about the philosophy of this organic supplier and how the self-service farm shop came about.

Agrovision Burgrain began with a vision to promote healthy nutrition and a thriving farming community. At the heart of the business is the Burgrain adventure farm in Alberswil – a popular destination near Willisau. The organic farm is home to 70 happy cows and 1,000 chickens, plus horses, sheep, goats, rabbits, pigs and bees. Around 70 employees demonstrate sustainable farming and provide visitors with insights into the day-to-day workings of an organic farm with its own wood-fired bakery, cheese dairy and in-house meat producer. At the restaurant, the many products from the farm are crafted into tasty dishes and served to guests, in line with the «field to plate» ethos.

The barn doors are always open, allowing visitors a view of the production process and demonstrating what it means to produce sustainable food. Burgrain is also home to the original farm shop, which sells all of the products grown and processed here: crusty breads and pastries, a variety of cheeses and dairy products, artisan meats, crisp vegetables, fresh fruit, honey, unique gifts and much more.

Picknick on Burgrain adventure farm in Alberswil
Hundreds of happy chickens cluck here and provide fresh eggs.
A variety of organic cheeses fresh from the farm.
Fresh bread every day...
...from the wood-fired bakery.
Meat production is also sustainable.
Burgrain adventure farm in Alberswil: Ideal excursion destination for young and old.
The barn doors are open to visitors.

The barn doors are always open, allowing visitors a view of the production process and demonstrating what it means to produce sustainable food.

Burgrain is also home to the original farm shop, which sells all of the products grown and processed here: crusty breads and pastries, a variety of cheeses and dairy products, artisan meats, crisp vegetables, fresh fruit, honey, unique gifts and much more.

The farm once belonged to the agricultural school of Lucerne canton. When the school’s farming activities were concentrated onto one site around ten years ago, the Agrovision Muri Foundation acquired the property and expanded it into today’s open farm.

The purpose of the Foundation is to promote a thriving farming community and a healthy diet by informing people and raising awareness.

«The Foundation did the groundwork,» says Manuel Lerch. «At Agrovision Burgrain AG, we’re now putting that philosophy into practice.» Manuel leads the six-strong marketing and sales team, which focuses on the organic range, covering everything from product procurement and management to direct sales to end customers or business partners.

Not all products are produced on the Burgrain site; organic products from a network of around 100 Central Swiss farms also feature in the range.

«Our own self-service farm stores bring fresh organic products to the customer».

Manuel Lerch

When health food chain Müller-Egli was forced to close the doors of its 35 stores at the beginning of 2023, an important sales channel collapsed. In search of alternative distribution channels, Burgrain came up with the idea of opening its own self-service farm stores.

And they wasted no time: Papieri Platz is home to the fourth of the company’s ten stores. While the emphasis on the farm itself is on information, experience and enjoyment, the self-service farm stores are designed to bring the products to the customer. By choosing locations in conurbations or large neighborhoods, the company transplants a slice of farm life in the city, while also creating an incentive to visit the original site in Alberswil with family or friends.

 

The Papieri Cham development is committed to sustainability and was awarded the Watt d’Or energy seal of approval by the Swiss Federal Office of Energy at the beginning of 2024.

Sustainability has also been a priority for Burgrain since it was established, not least because of the Foundation’s purpose of promoting good farming, a healthy diet and a responsible approach to people and the natural world. This includes organic farming and the careful use of resources. It keeps transportation in and around the company to a minimum and deliberately limits its market to Central Switzerland. Photovoltaic systems on the roofs of the main farm complex, water treatment and free e-charging stations for visitors support sustainable energy generation.

What makes organic products more expensive compared to produce from conventional farming? «Organic products are subject to much stricter processing guidelines,» says Manuel, citing the example of milk production:

«In Burgrain, our cows follow a full grazing cycle, which means that they’re always outdoors and eat only pasture grass in spring, summer and autumn, and hay in winter. We don’t top up with any supplements, as these result in fluctuating milk volumes and lower production.» Local organic products are more expensive to produce due to smaller production volumes and the absence of additives that give foods a longer shelf life. This is reflected in the purchase price.

«With that in mind, when choosing the location of a new self-service farm store, we always look at the local neighborhood to assess engagement with sustainability and appreciation for sustainable products.»

Burgrain makes every effort to ensure that its prices are fair, but its focus on top organic quality – as attested by the Bio Suisse label – means that very low prices are out of the question. However, the company deliberately forgoes large margins, instead ensuring that operations can be comfortably maintained while continuing to offer products at market-friendly prices.

It is clear from a visit to the self-service farm store on Papieri Platz that Agrovision Burgrain AG is keeping its promise. Around 300 fresh, attractive organic products are on display in the beautiful wooden pavilion. Shoppers can visit it 24/7 and pay at the checkout at any time. «Sales are constantly increasing since the store opened at the beginning of the month,» says Manuel. «We’re very pleased with how things have gone.» Besides the regional focus, the range is also seasonal, so it will have even greater variety in summer. «We adapt the range in each farm store to local needs,» Manuel continues – good news for those working at the Papieri site looking for lunch provisions. The store already offers fresh sandwiches.

There are also plenty of brunch options for Papieri residents to enjoy, including fresh eggs, a variety of dairy products, artisanal meats, fruit, vegetables, plus all manner of breakfast fare, such as honey, jam, muesli, grains, juices, teas and a selection of fresh breads.

Shoppers can visit it 24/7 and pay at the checkout at any time.

Manuel Lerch, Head of Marketing and Sales, Agrovision Burgrain AG intervied by Kathrin Sonderegger, communications manager at the Cham Group.

Until 2026, the Burgrain self-service farm store will offer Cham residents the chance to buy local food on their doorstep. Following the completion of the third phase of construction, Migros will then open a branch on the site. Might a collaboration with a large-scale distributor like Migros be on the cards in future? «Definitely,» says Manuel enthusiastically. «If our offer can add value and meet local needs, we’ll always be keen. We don’t see ourselves as competition to the big retailers; our organic farm produce offers a unique extra.»

Manuel and his team are delighted with all of the positive feedback from satisfied customers. Whether and in what form Burgrain will be integrated into the final Papieri development is uncertain for the time being, but Manuel is happy to take things as they come. For now, he cannot picture exactly what the neighborhood will look like and is eager to explore once it is finished. He believes that Papieri will set new standards as a place to live and work, as well as marking a thorough commitment to sustainability. «And Burgrain is proud to do its bit!»

Contact

Erlebnishof/Restaurant/Hofladen
Agrovision Burgrain AG
Burgrain 8 | 6248 Alberswil

Web    https://www.burgrain.ch
Mail  info@burgrain.ch    
Phone 041 984 16 00

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