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‘Playful’ Swiss cheese marks record sales

Switzerland’s Tête de Moine (Monk’s Head) cheese broke all-time sales and production records last year, due particularly to its “conviviality”, according to the sector’s president.

Tête de Moine sold 3,300 tons sold worldwide in 2022, up 3.7% on the previous year, despite a difficult economic climate marked by the strong Swiss franc and war in Ukraine. The main export markets are Germany and France, sector president Jacques Gygax said on Monday.

Gygax put this down particularly to good marketing. He said producers were particularly proud of the fact that it had become part of people’s customs in Germany.

But Gygax said it was also because of the “playful and convivial aspect” of this cheese, which is traditionally served in rosettes scraped off with a special tool called a “girolle”. The cylindrical form of the cheese represents the arc of the Jura in northwest Switzerland, where it has been produced for centuries at the Bellelay Abbey.

“It’s rather a festive product,” said Gygax. “Even in a gloomy environment, people still want to buy a Monk’s Head from time to time, to mark the occasion.”

More: SWI certified by the Journalism Trust Initiative

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SWI – the international service of the Swiss Broadcasting Corporation (SBC). Since 1999, has fulfilled the federal government’s mandate to distribute information about Switzerland internationally, supplementing the online offerings of the radio and television stations of the SBC. Today, the international service is directed above all at an international audience interested in Switzerland, as well as at Swiss citizens living abroad.
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