MAKING OUR LIVES BETTER
BRINGING A TASTE OF FRIBOURG TO THE WORLD
The packaging of the new “Swiss Milk Creations” range features images of the traditional Fribourg “poya” (droving of livestock to high mountain pastures) and the breed of cow typical to each of the three regions.
“The quality is second to none. Swiss milk is the magic ingredient behind lots of great-tasting products: Gruyère double cream, cheeses like Appenzeller, Emmental, Gruyère and Vacherin fribourgeois and, of course, our milk chocolate!” Clearly, Jean-Pierre Geneslay, the Managing Director of Chocolat Villars, is incredibly proud of his company’s Swiss heritage. In 2017, Villars launched a new range of chocolate bars made from milk specially sourced from the cantons of Fribourg, Bern and Lucerne. As he explains with gusto, “Each region has its own unique qualities: the milk from Lucerne is full-bodied and velvety, the milk from Bern is smooth and milky, while milk from Fribourg is creamy with a hint of caramel. Like this, we make sure that each chocolate bar has its own distinct flavour!”
The milk from Fribourg is sourced by Cremo, the chocolate-maker’s partner in this venture, from a total of 60 local farms and, for the first time, is 100% traceable. The beet sugar, too, is also produced and processed in Switzerland. The same applies to the finest Poire Williams, kirsch, absinthe, whisky and gin that go into Villars’ new range of liqueur chocolates. “These projects were two years in development. We sought input from historians, visited alpine farms, and met with producers and other contributors. This is all part of our eternal mission to showcase Swiss quality, remain an important player in the local economy, and help safeguard traditional know-how. The next challenge Villars has set for itself is to share this incredible expertise with the rest of the world. “We already export our 350 chocolate varieties to more than 60 countries around the globe. And if the positive feedback from our distributors is anything to go by, our philosophy of using only 100% Swiss premium products and traditions is paying dividends!”