AE Lebensmittel_ok.indd - Advantageaustria.org

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