Last year, 528 million kilograms of hay milk were processed in Austria. The entire amount of milk is 100 percent in marketing. The organic content is 38 percent. This was explained by Karl Neuhofer, chairman of the ARGE hay milk at the balance sheet press conference in Vienna. “The hay milk surcharge created added value of 18 million euros for our hay milk farmers,” said Neuhofer. According to the Roll -a-OAM, heuminous heum dilk increased by eight percent in the previous year to around 50,000 tons and is well above the overall market, which was able to gain 2.2 percent. 60 percent of the products are exported, mostly to Germany, the most important sales market for hay milk cheese specialties. Despite the challenging framework, the hay economy continues to record positive growth and increasing awareness of its sustainable economy.
Special milk for cheese production
“In Austria, hay milk products have a popularity of 92 percent. Every second one knows us in Germany too. With our continuous marketing measures, we clearly position ourselves on the market. The aim of our activities is to continue to strengthen the sales of hay milk cheese in the coming year, since 85 percent of hay milk will be processed into cheese, ”emphasizes Christiane Mösl, Managing Director of ARGE hay milk. The focus of the comprehensive campaign in Austria is therefore on the cheese specialties. The species -appropriate feeding not only contributes to animal welfare, but also makes hay milk a special milk for cheese production.
In Germany, the hay milk in its campaigns also focuses on the main focus of sustainability. By extending the “Enjoy” sales project funded by the EU, the ARGE hay milk is able to act more on the German market in the next three years and German consumers are even more comprehensive of the advantages of hay economy for animal, nature and humans convince.
Communication offensive for 2025
Christiane Mösl emphasizes: “Recognitions, such as the award for the World Heritage Site, encourage us to consistently continue the path taken. With our communication offensive 2025, we set a clear sign. We want to carry our message even more with regard to the German market. ”All of Austria is addressed with a mix of TV, print, online, out-of-home and radio in spring and autumn. In Germany, the ARGE extends its communication measures through the use of new channels such as cinema and streaming TV, in addition to proven formats such as out-of-home, print and online. Karl Neuhofer emphasizes: “As an ARGE hay milk, we bundle all forces to secure sustainable hay economy and the special raw material of hay milk in the long term. We are optimistic about the future and in 2025 we do everything we can to further boost the sales of hay milk cheese specialties. “
About the hay milk
The ARGE hay milk is number 1 when generating and marketing hay milk in Europe. The members of the ARGE work according to a strict regulative, the compliance of which is checked by independent, state -certified bodies. Only products with the hay milk logo meet these very strict provisions. The special economy was recognized in 2016 with the EU seal of approval GTS – guaranteed traditional specialty – for cow’s milk and 2019 for sheep and goat milk. Heumilch GTS stands for special protection for even more quality and genuine. In Europe, less than 3 % of the milk generated meet the criteria of hay milk. In 2024, hay economy was recognized by the United Nations’ Food and Agricultural Organization (FAO) as an agricultural cultural heritage of global importance.
The ARGE hay milk on the Internet: www.heumilch.com; www.facebook.com/heumilch.at; as well as www.instagram.com/heumilch
Clavis Communication Consulting GmbH
Sven Kleber
Telephone: +43 664 2054178
E-mail: sven.kleber@clavis.at
OTS original text press release with the exclusive in terms of content of the sender – www.ots.at | WKG