In the picturesque region of Tirol, the Annual Vegetable Festival has become a cornerstone event for the local agricultural community. Organized in collaboration between the Chamber of Commerce and the Chamber of Agriculture, the festival serves as a key platform for networking and collaboration between vegetable producers and food retailers. This year, around 50 guests from both industries gathered at Burghof in Kematen to discuss the challenges and successes of the 2024 growing season.
Key Topics of Discussion
One of the central elements of the festival was the presentation by Michael Langanger from AMA Marketing, who shared the latest results of the RollAMA consumer survey. This tool regularly gathers insights on consumer opinions regarding regional produce, providing valuable feedback to both farmers and retailers. In 2024, the survey revealed that Tirol’s consumers increasingly value locally grown produce, but price remains a significant factor in their purchasing decisions.
Despite positive consumer sentiment, this year’s growing season presented several hurdles. Wetter-than-usual conditions in the spring—with a 28% increase in rainfall and 20% fewer hours of sunlight—delayed planting for many farmers. Hailstorms in the Kematen and Völs regions further exacerbated the situation, leading to crop damage and losses. However, the hot summer weather compensated for some of these setbacks, allowing many crops to be harvested earlier than expected. Overall, the harvest yield was satisfactory, contributing to Tirol’s goal of producing approximately 50 kg of vegetables per person annually, which is critical to maintaining regional food security.
Challenges and the Path Forward
Both vegetable producers and retailers agree that the future of agriculture in Tirol lies in emphasizing the added value of regional products. As Helga Brunschmid, Vice President of the Tyrolean Chamber of Agriculture, stated during her speech: “We need to move beyond focusing solely on price in discussions about food. The real value of our locally produced foods lies in their quality and their contribution to the local economy.”
Stefan Müßigang, Chairman of the Tyrolean Vegetable Farmers, echoed this sentiment, emphasizing the strong relationship between farmers and retailers. “Despite the challenges, our partnership with the retail sector has always remained fair and respectful,” he noted. This relationship is crucial, especially as both sides face rising labor costs and unpredictable weather patterns, which continue to challenge the entire supply chain.
Stefan Mair, head of the Tyrolean Food Retail Division in the Chamber of Commerce, highlighted the significance of this collaboration: “Tirol’s customers highly appreciate regional products, and our close partnership with local producers ensures a reliable supply of quality products. To continue thriving, we must strengthen these partnerships and adapt to changing conditions.”
The 2024 Vegetable Festival once again underscored the importance of cooperation between all stakeholders in the agricultural value chain. Despite weather challenges and rising costs, the event showcased the resilience of Tirol’s vegetable farming sector. The key takeaway from this year’s gathering is clear: for Tirol’s agriculture to thrive, it is essential to continue fostering strong, sustainable partnerships between producers and retailers, while communicating the true value of regional products to consumers. As the industry faces evolving challenges, this collaborative approach will be critical for securing the future of local food production.
