"Everyone in the industry has the potential to be an ambassador."

"We're calling on Swiss consumers to rally behind us!"

Olivier Isler, IPG Director

Mr Isler, how would you sum up your first three months as head of the IPG?

It’s been a rockier start than I anticipated! The U.S. tariff announcements quickly set my priorities. Dealing with the unexpected comes with the territory, and amid all the turbulence, something I already sensed was confirmed: we have a strong sector, a capable and committed team, and a product that’s widely respected. That’s a solid foundation to tackle anything. I often compare our sector to a rough diamond, there’s real brilliance there, and our job is to polish it, so it shines even brighter.

You were active in the sector until 2021. Has it changed much since then?

It’s definitely looking ahead while staying true to its roots. We’ve worked with the consulting firm Soliance, which delivered strong recommendations in areas such as sustainability and the distribution of added value. Implementing these measures is a significant challenge for both frontline staff and the administration. We'll need to set clear priorities and streamline where we can.

What projects are you currently working on?

The biggest issue right now is the customs duties that are hitting American consumers, the top importers of Le Gruyère AOP. Having gone through other crises during my time at Tête de Moine, I know that every challenge needs to be assessed in its specific context. Together with the IPG leadership, my goal is to minimise the fallout through balanced, well-thought-out solutions. I remain confident: Le Gruyère AOP’s exceptional quality is still its best insurance policy.

What is the IPG’s strategy going forward?

In the U.S. market, we’re shifting our traditional marketing budget toward sales promotions to support our loyal distributors. Given the new tariffs, Gruyère AOP will inevitably move from a premium product to a luxury one in some sales channels. The 5% cut in production volumes, set for August 2025, is a proactive step to offset expected declines in demand. At the same time, we want to strengthen our position in Switzerland, especially in the German-speaking regions, where there’s still plenty of potential. We're calling on Swiss consumers to rally behind us!

What message will you share with them?

We need to do a better job of highlighting what sets us apart. When people choose Le Gruyère AOP, they’re backing a tradition, fair pay for everyone in the supply chain, and a commitment to sustainability. We don’t say that enough.

Are you exploring any new markets?

That’s always on the table. But given the current global instability, we’re leaning more toward local and regional markets because of their stability, purchasing power, a deep cheese culture and an appreciation for quality and traceability. These elements are often missing in more distant markets, where there is little understanding of the principles behind protected designations of origin.

Could federal support be part of the solution?

Agriculture is not entitled to reduced working hours, and that applies to cheesemaking too. But support for export promotion, through Switzerland Cheese Marketing, would definitely help. Without backing equivalent to what EU producers receive (around 15%), it makes sense to explore a sector-specific approach to negotiate better trade terms, much like what the EU is doing for wines and spirits. After all, customs duties are meant to bring production back to the U.S., but Le Gruyère AOP isn’t something that can simply be relocated to U.S. soil.

In the current climate, what role can industry members play?

Everyone in the industry can be an ambassador. Who better to speak to consumers than the people at the heart of it all: the milk producers and cheesemakers? Whether it’s promoting the product in shop windows or sharing our content on social media, every gesture helps reinforce Le Gruyère AOP’s strong reputation. When we come together, we create real positive energy.