Midor extends distribution in Germany

Using the motto “Real Swiss – real good”, Swiss baked goods manufacturer Midor has boosted export activities and launched a new distribution platform in Germany. Midor AG has been part of the Migros group since 1928. In 2011 Midor sold biscuits, ice cream, dessert powder and cocktail/party crackers worth CHF 226 m ( approximately € 180 m). Exports accounted for € 32 m. The company employs 600 full time employees manufacturing a range of 400 products for Migros, 300 export items and 80 articles for wholesale. Production totals some 17,000 tonnes. Midor operates eleven baked goods lines, one for wafers, three for dessert powder, two for chocolate and six chocolate coating lines. In addition there are four dedicated “Fasnachtschuechli” lines producing a popular Swiss seasonal speciality the company describes as “Shrovetide cakes”.

Midor focused on the domestic market until the mid-1980s, when the company began to develop their export business. Today the high quality, Swiss made products are on sale in 34 countries all over the world – from Europe to Asia, from North and South America to Australia. But MD Guido Gebert, head of marketing, sales, exports and wholesale at Midor AG, says last year was anything but easy. “The exceptionally strong Swiss franc impacted on our exports, pushing up the price of our products abroad. At the same time there was the problem with price erosion on the domestic market.”

Germany is Midor`s biggest export market by far. “We are confident that sales in Germany will hit € 20 m this year,” forecasts Area Sales Manager Christoph Grothe, who left Pauly in the end of 2009 to join Midor in Switzerland. “With the new distribution platform in Germany our retail partners now have a contact person, a supplier number and a logistics partner for our three ranges Midor, Frey and Jowa.” These ranges feature the brands Swiss Delice, Chocolat Frey and Tipo Swiss Premium.

www.midor.ch