Direct marketing

Farmers’ markets between romance and lots of bureaucracy

Wendelin Juen, Michael Jäger and Hannes Danzl (from left) at the first trade fair for direct marketers in Innsbruck.(Bild: Birbaumer Christof)

Buying milk, meat or fruit directly from the farmer - that's what many customers want. Direct marketing has become an important source of income for farmers. But new regulations are constantly causing them problems. 

Hannes Danzl (Schwaz) and Michael Jäger (Ebbs) are farmers. One markets pork, the other dairy products. A costly business. However, the two farmers have had another job for a year now. They run the new association of Tyrolean direct marketers.

When it comes to labeling, farmers have to meet the same requirements as industrial companies. At a trade fair in Innsbruck, companies showed how it's done.(Bild: Birbaumer Christof)

Even the font size on labels is specified
"We already have 361 members," reports Chairman Jäger, not without pride. The new association is intended to help around 1500 local farmers, who generate more than half of their income from direct marketing, where individuals are at a loss - especially when it comes to meeting bureaucratic requirements.

If labels for jams or honey are fined a few hundred euros for the wrong letter size, then direct marketing no longer pays off.

Hannes Danzl

"If you have to pay a few hundred euros in fines for jam or honey labels because the letters are the wrong size, then direct marketing no longer pays off," says Danzl, describing a current problem in practice.

Hand-written labels - this romantic idea of consumers no longer applies today. The difficulty lies in the fact that small farmers have to meet the same requirements as large corporations. However, this does not always make sense, emphasizes Wendelin Juen, Managing Director of the association. He hopes that with more and more members, the voice of the association will also be heard more by politicians.

Self-service in the farm store, pay by card. This computer-controlled scale makes it possible.(Bild: Birbaumer Christof)

Sustainable form of business
Ultimately, direct marketing is a sustainable form of business, says Jäger. Farmers' markets, farm stores and other forms of direct marketing are highly valued in Tyrol. Regional purchasing is in vogue. Farmers were stormed during the coronavirus era. "After that, the curve went down, but it's rising again," explains Juen, speaking of "recent sales of 120 million euros".

The products with the highest turnover are milk, meat, eggs, vegetables and schnapps.