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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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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




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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


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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


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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


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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


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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


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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



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Product development

  • consultation of food chemist

  • 14 months of test production

  • guidelines and instructions for delivery

  • chemical and sensoric analysis




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Xeis Edelwild - the products:

venison pate

Deer lever pate



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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


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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


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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,--


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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


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Ein Projekt von:

Leader + Gesäuse - Eisenwurzen

Markt 35

A - 8933 St. Gallen

+43/3632/7714

www.xeis.st


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