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Presentation. Introduction. Xeis - Products from natural deer. From natural ressource to the regional premium product. Reinhard Mitterbäck. Leader+ Gesäuse-Eisenwurzen Markt 35 A- 8933 St. Gallen. region Gesäuse - Eisenwurzen. region Gesäuse - Eisenwurzen. region „Gesäuse-Eisenwurzen“.

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slide2

Introduction

Xeis - Products from natural deer

From natural ressource to the regional premium product

Reinhard Mitterbäck

Leader+ Gesäuse-Eisenwurzen

Markt 35

A- 8933 St. Gallen

slide5

region „Gesäuse-Eisenwurzen“

  • 12 Municipalities (988 km2 , 12.800 Inhabitants)
  • National park Gesäuse
  • Tourist Board Gesäuse
  • Nature Park Eisenwurzen
  • Tourist Board Eisenwurzen
  • Monastery of Admont
  • Forests of the province of Styria
  • Austrian State Forests
leader ges use eisenwurzen

requirements

Leader + Gesäuse - Eisenwurzen
  • Need of natural ressource
  • Relation to the region
  • Forests

Forest in styria Gesäuse - Eisenwurzen

994.000 ha ca. 69.000 ha

  • Deer

deer in styria Gesäuse - Eisenwurzen

ca. 11.500 ca. 3600

  • Skilled Team
  • The project must be linked to regional developement strategy
lag projects farmer guest
LAG Projects: Farmer&Guest
  • Total volume: € 511.000,--
  • Project duration: (2001) 2004 - 2007
  • Donation money: € 190.637,--

Terms of reference :

  • Creation of regional culinaric and touristic lead product
  • Integration of farmers, forestry and farms with direct marketing of

their products

  • synergies with tourism industry
  • cooperation with catering trade
  • creation and production of other products under the level xeis
goals when starting in january 2004
Goals when starting in January 2004:
  • image cultivation for the nationalpark region gesäuse
  • developement of marketrelevant products from deer
  • marketing for high class deer products under one label
  • market: first in the province and then all over austria within 3 years
  • coordination with touristic marketing strategy
  • creation of an lasting economic system
development steps
Development steps:
  • definition of potential products: deer, cheese, trout.....

Fleischwarenmanufaktur

Robert Pfeiler

  • arrangement of a competent team
  • anchoring the project in the region
  • CD/CI developement
  • marketing and lobbying
market research
Market research
  • 2000 interviews in Graz und Vienna and in the region
  • „wild public sentiment“

Some answers:

  • Nationalparkregion Gesäuse is typical for nature, mountains and

recreation

  • typical dishes are: venison dishes
  • deer is healthy: 60%
  • disadvantage: price and availability
  • very important: regionality of products and freshness
product development
Product development
  • consultation of food chemist
  • 14 months of test production
  • guidelines and instructions for delivery
  • chemical and sensoric analysis
xeis edelwild the products15
Xeis Edelwild - the products:

venison pate

Deer lever pate

sales and test market
Sales and test market
  • in 27 farmer stores all over Styria
  • in 3 stores in the region
  • start of sale: 24th of November 2004

Publicity campaigns

regional
Regional
  • Gesäuse - landlords:

1 dish of deer all over the year

Logo at the menu

advertising one another

  • Nationalpark - partners
  • „Gutes vom Bauernhof“ stores
  • beauty spots of region
project milestones
Project - milestones
  • start: July 2004
  • In 3 months:
      • CD/CI developement
      • packaging
      • Logistic
      • price
      • test market
  • start testmarket: November 2004
  • Evaluation: January 2005
  • first steps for company
  • cost for label in 2004: € 70.000,--
further project development
Further project development

Start of company in January 2006

Associates:

municipalities

Styrian forest companie, monastery of admont, austrian state forest,

Tourist board, nature park eisenwurzen

National park gesäuse, hunters, „Direkt vom Bauernhof“

Pfeiler: the regional butcher

First steps:

  • take over of the project from leader+
  • take over of the label from leader+
  • distribution and sales promotion
leader ges use eisenwurzen markt 35 a 8933 st gallen 43 3632 7714

Ein Projekt von:

Leader + Gesäuse - Eisenwurzen

Markt 35

A - 8933 St. Gallen

+43/3632/7714

www.xeis.st

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