AE Lebensmittel_ok.indd - Advantageaustria.org
AE Lebensmittel_ok.indd - Advantageaustria.org
AE Lebensmittel_ok.indd - Advantageaustria.org
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AUSTRI<strong>AE</strong>XPORT<br />
The challenge presented by the increasing internationalisation<br />
of the foods industry is not only producing safe and<br />
ethical foods, but also informing consumers about their importance<br />
for enjoyable and responsible nutrition. The overriding<br />
goal must therefore be ensuring sustainable production<br />
of foodstuffs, from farmer to consumer, which is ready<br />
for the future. Even after the EU’s enlargement, Austria’s<br />
agriculture is working toward a leadership position in the<br />
area of quality and remaining the top country in Europe for<br />
<strong>org</strong>anic products.<br />
With annual turnover of approximately 55 bn euros,<br />
Austria’s food economy represents about 14% of the<br />
country’s GDP. This sector has grown over the past few years<br />
to the point that every sixth job nationwide now depends<br />
on production, processing and trade of and with foodstuffs.<br />
The foundation of its success is the high quality of the raw<br />
materials used, which come from environmentally friendly<br />
production, highly trained workers and professionally managed<br />
brands.<br />
Food retailers have annual turnover of approximately 15<br />
bn euros, which represents over 85% of total food turnover.<br />
At the same time, large chains are expanding their position<br />
as market leaders, to the disadvantage of small local shops,<br />
and discount stores are becoming increasingly important.<br />
As a result, Austria is in line with the international trend<br />
toward large structures. For 55.8% of all consumers, price is<br />
the most important factor when making a purchase, the<br />
new aspect being that stores’ in-house <strong>org</strong>anic lines appeal<br />
to consumers who have otherwise not yet been affected by<br />
the <strong>org</strong>anic trend, and for whom price is the deciding factor.<br />
With regard to density of outlets, Austria is at the top of the<br />
list in Europe: there are 320 supermarkets and discount<br />
stores for every million Austrians (the fi gure is 110 in<br />
Germany).<br />
Another important factor is tourism: on average, 23% of<br />
a typical holiday budget is spent on food and drink. The<br />
demand for Austrian specialities in tourists’ home countries<br />
makes them key factors for the success of export marketing.<br />
Individual products and foods are associated with happy<br />
holidays and the specifi c region.<br />
For example, the Alliance for Strong Regions (Allianz für<br />
starke Regionen), founded to accompany the Enjoyment<br />
Region Austria (Genuss Region Österreich) campaign launched<br />
by the AMA and the Federal Ministry of Agriculture,<br />
Forestry, Environment and Water Management in 2005,<br />
supports the demand for quality products. This union of<br />
partners from the agricultural and food economies, from<br />
production to sales, is intended to clearly underline the signifi<br />
cance of regional production in ensuring the highest<br />
possible food standards in Austria.<br />
The “map of culinary delights” already includes items<br />
from more than 90 regions, with entries such as Central<br />
Burgenland spelt and South Burgenland apples, Metnitz<br />
Valley game and Lavant Valley cider (Carinthia), Marchfeld<br />
asparagus and Retzer Land squash (Lower Austria), Hansbergland<br />
hops and Mühlviertel mountain herbs (Upper Austria),<br />
Salzkammergut Reinanken fi sh and Tennengau mountain<br />
lamb (Salzburg), Pöllau Hirschbirne pears and Weiz<br />
mountain lamb (Styria), Stanz damson plums and Wild-<br />
© BMLFUW / Rita Newman<br />
In the intact environment of the mountain country around Weiz, sheep are kept in<br />
small herds on high pastures, eating fragrant grasses and herbs, and hay in the winter.<br />
Die Herausforderung der zunehmend internationalisierten<br />
Lebens mittelwirtschaft besteht darin, nicht nur sichere<br />
und gleichzeitig ethisch vertretbare Nahrungsmittel zu produzieren,<br />
sondern dem Konsumenten auch deren Bedeutung<br />
für eine genussvolle und verantwortungsbewusste<br />
Ernährung zu vermitteln. Ziel muss es daher sein, eine<br />
zukunfts fähige und nachhaltige <strong>Lebensmittel</strong>produktion<br />
vom Landwirt bis zum Konsumenten zu bewahren. Österreichs<br />
Landwirtschaft strebt auch nach der EU-Erweiterung<br />
die Qualitätsführerschaft an und wird das Bioland Nummer<br />
eins in Europa bleiben.<br />
Die österreichische <strong>Lebensmittel</strong>wirtschaft steuert mit<br />
einem jährlichen Umsatz von etwa 55 Milliarden Euro rund<br />
14 Prozent zum Bruttoinlandsprodukt bei. Der Sektor hat<br />
sich in den letzten Jahren erfolgreich weiterentwickelt, und<br />
jeder sechste Arbeitsplatz „hängt“ an der Produktion, der<br />
Verarbeitung und dem Handel von und mit <strong>Lebensmittel</strong>n.<br />
Die Erfolgsbasis der österreichischen <strong>Lebensmittel</strong>wirtschaft<br />
sind die hohe Qualität der Rohstoffe aus umweltgerechter<br />
Produktion, gut ausgebildete MitarbeiterInnen<br />
und professionell geführte Marken.<br />
Der <strong>Lebensmittel</strong>einzelhandel erzielt einen Jahresumsatz<br />
von rund 15 Milliarden Euro und ist damit für mehr als<br />
85 Prozent des <strong>Lebensmittel</strong>vertriebs verantwortlich. Allerdings<br />
bauen große Ketten ihre Marktführerschaft auf Kosten<br />
der kleinen Nahvers<strong>org</strong>er aus, und Diskonter gewinnen an<br />
8 www.advantageaustria.<strong>org</strong><br />
127/2008