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Papieri People

A taste of organic farming on Papieri-Platz

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Manuel Lerch

Agrovision Burgrain

From February 2024 until April 2026, a piece of Central Swiss agriculture was part of Papieri Square: Agrovision Burgrain had opened its fourth self-service farm shop at the Papieri site. In the attractive wooden pavilion in the urban heart of the Papieri Quarter, more than 300 organic products from Central Swiss farms were on offer. Many of them were produced by hand in small quantities. Crispy bread, a wide range of meat products, crunchy vegetables and fresh fruit – all of the highest organic quality, directly from the farm. Manuel Lerch is responsible for marketing and sales at Agrovision Burgrain. He spoke about the philosophy of the organic producer and how the self-service farm shop came about.

Agrovision Burgrain began with a vision to promote healthy nutrition and a thriving farming community. At the heart of the business is the Burgrain adventure farm in Alberswil – a popular destination near Willisau. The organic farm is home to 70 happy cows and 1,000 chickens, plus horses, sheep, goats, rabbits, pigs and bees. Around 70 employees demonstrate sustainable farming and provide visitors with insights into the day-to-day workings of an organic farm with its own wood-fired bakery, cheese dairy and in-house meat producer. At the restaurant, the many products from the farm are crafted into tasty dishes and served to guests, in line with the «field to plate» ethos.

The barn doors are always open, allowing visitors a view of the production process and demonstrating what it means to produce sustainable food. Burgrain is also home to the original farm shop, which sells all of the products grown and processed here: crusty breads and pastries, a variety of cheeses and dairy products, artisan meats, crisp vegetables, fresh fruit, honey, unique gifts and much more.

Picknick on Burgrain adventure farm in Alberswil
Hundreds of happy chickens cluck here and provide fresh eggs.
A variety of organic cheeses fresh from the farm.
Fresh bread every day...
...from the wood-fired bakery.
Meat production is also sustainable.
Burgrain adventure farm in Alberswil: Ideal excursion destination for young and old.
The barn doors are open to visitors.

At the beginning of Agrovision Burgrain was a vision: to promote healthy nutrition and a healthy farming sector. At the centre of its business activities is the Burgrain adventure farm in Alberswil – a popular excursion destination near Willisau.

The organic farm is home to 70 contented cows and 1,000 happy chickens, as well as horses, sheep, goats, rabbits, pigs and bees.

Around 70 employees turn sustainable farming into an experience and give visitors insights into the daily life of an organic farm with its own wood-fired bakery, dairy and meat manufactory.

In the farm’s own restaurant, the many products from the farm are transformed into delicious menus and served to guests in keeping with the motto “from field to plate”.

The purpose of the Foundation is to promote a thriving farming community and a healthy diet by informing people and raising awareness.

«The Foundation did the groundwork,» says Manuel Lerch. «At Agrovision Burgrain AG, we’re now putting that philosophy into practice.» Manuel leads the six-strong marketing and sales team, which focuses on the organic range, covering everything from product procurement and management to direct sales to end customers or business partners.

Not all products are produced on the Burgrain site; organic products from a network of around 100 Central Swiss farms also feature in the range.

«Our own self-service farm stores bring fresh organic products to the customer».

Manuel Lerch

When health food chain Müller-Egli was forced to close the doors of its 35 stores at the beginning of 2023, an important sales channel collapsed. In search of alternative distribution channels, Burgrain came up with the idea of opening its own self-service farm stores.

And they wasted no time: Papieri Platz is home to the fourth of the company’s ten stores. While the emphasis on the farm itself is on information, experience and enjoyment, the self-service farm stores are designed to bring the products to the customer. By choosing locations in conurbations or large neighborhoods, the company transplants a slice of farm life in the city, while also creating an incentive to visit the original site in Alberswil with family or friends.

 

The Papieri Cham development is committed to sustainability and was awarded the Watt d’Or energy seal of approval by the Swiss Federal Office of Energy at the beginning of 2024.

Sustainability has also been a priority for Burgrain since it was established, not least because of the Foundation’s purpose of promoting good farming, a healthy diet and a responsible approach to people and the natural world. This includes organic farming and the careful use of resources. It keeps transportation in and around the company to a minimum and deliberately limits its market to Central Switzerland. Photovoltaic systems on the roofs of the main farm complex, water treatment and free e-charging stations for visitors support sustainable energy generation.

What makes organic products more expensive compared to produce from conventional farming? «Organic products are subject to much stricter processing guidelines,» says Manuel, citing the example of milk production:

«In Burgrain, our cows follow a full grazing cycle, which means that they’re always outdoors and eat only pasture grass in spring, summer and autumn, and hay in winter. We don’t top up with any supplements, as these result in fluctuating milk volumes and lower production.» Local organic products are more expensive to produce due to smaller production volumes and the absence of additives that give foods a longer shelf life. This is reflected in the purchase price.

«With that in mind, when choosing the location of a new self-service farm store, we always look at the local neighborhood to assess engagement with sustainability and appreciation for sustainable products.»

Burgrain makes every effort to ensure that its prices are fair, but its focus on top organic quality – as attested by the Bio Suisse label – means that very low prices are out of the question. However, the company deliberately forgoes large margins, instead ensuring that operations can be comfortably maintained while continuing to offer products at market-friendly prices.

A look inside the self-service farm shop on Papieri Square showed that Agrovision Burgrain AG kept its promise. Around 300 fresh and attractive organic products were presented in the attractive wooden pavilion. Customers could help themselves around the clock and pay at checkout at any time. “Sales have increased continuously since the opening at the beginning of February. We are very pleased,” says Lerch. The focus is not only regional but also seasonal, which is why the variety will be even greater in summer. “We adapt the range in each farm shop to local needs,” Manuel continues. “Since the beginning of March, we have also been offering delicious sandwiches from the farm for a quick lunch.”

The selection for an extensive brunch was equally impressive: fresh eggs, a wide range of dairy products, meat from the farm’s own processing, fruit, vegetables and everything needed for a generous breakfast, including honey, jam, muesli, grains, juices, tea and a selection of freshly baked bread.

Customers could help themselves in the Papieri farm shop around the clock and pay at checkout at any time.

Manuel Lerch, Head of Marketing and Sales, Agrovision Burgrain AG intervied by Kathrin Sonderegger, communications manager at the Cham Group.

Until April 2026, the Burgrain self-service farm shop in Cham offered the opportunity to buy local food right on the doorstep.

He is convinced that new standards are being set on the Papieri site in the development of a new neighbourhood for living and working, as well as in the implementation of far-reaching and consistently applied sustainability. “We are proud that Burgrain was able to contribute to this.”

Contact

Erlebnishof/Restaurant/Hofladen
Agrovision Burgrain AG
Burgrain 8 | 6248 Alberswil

Web    https://www.burgrain.ch
Mail  info@burgrain.ch    
Phone 041 984 16 00

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