Swiss Milk Made Tangible: Special Exhibition at BEA Opens
29.04.2026 | from Schweizer Milchproduzenten SMP Genossenschaft
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Image rights: Schweizer Milchproduzenten SMP Genossenschaft
29.04.2026, With the official opening of the special exhibition 'We Are Swiss Milk' at BEA's Green Centre, SMP has made a strong statement for the Swiss dairy industry. The exhibition continues until May 3, 2026.
During the opening event, Christian Hofer, Director of the Federal Office for Agriculture (FOAG), emphasized the central role of the dairy industry: With approximately 2.8 billion Swiss Francs annually, it significantly contributes to Swiss agriculture and is particularly important for mountainous and hilly regions. At the same time, the sector is under pressure due to rising costs, volatile markets, and societal expectations.
Boris Beuret, President of the Swiss Milk Producers (SMP), highlighted the industry's importance for the economy and society: Over 55,000 people work directly on dairy farms. 'Milk is part of our identity,' Beuret said. He also pointed out challenges such as high workload and decreasing attractiveness of dairy farming.
Challenges and Future Prospects
The dairy industry is facing structural changes. Decreasing incomes, market imbalances, and a declining interest from young farm managers increase the pressure to act. The federal government and the industry are focusing on reforms within the Agricultural Policy AP30+ to strengthen competitiveness and secure food systems.
Milk in Transition – Between Tradition and Innovation
At the same time, a positive trend is emerging: Dairy products are regaining popularity, especially among young and health- conscious consumers. As a regional and natural food product, milk increasingly meets expectations for sustainability and transparency.
The special exhibition addresses these topics and provides insights into the Swiss dairy industry—from production to processing, nutrition, and consumption. The aim is to impart knowledge and foster dialogue between agriculture and the population.
Creating Encounters and Promoting Understanding
A particular focus is on engaging children and teenagers. School classes and visitor groups have the opportunity to better understand the connections in milk production and rediscover the origin of food.
The special exhibition 'We Are Swiss Milk' is open at the Green Centre at BEA in Bern until May 3, 2026.
Inquiries:
- Christa Brügger, Head of Communications, christa.bruegger@swissmilk.ch, 031 359 52 14
Editor's note: Image rights belong to the respective publisher. Image rights: Schweizer Milchproduzenten SMP Genossenschaft
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Schweizer Milchproduzenten SMP Genossenschaft
The Association of Swiss Milk Producers offers numerous services. Customers receive comprehensive advice and support in translations, market research, advertising, marketing logistics, and finance & fiduciary services.
Customers close to agriculture benefit from a wide range of services at SMP. With expertise, industry knowledge, and commitment, they receive support in translations, media, market research, media planning, marketing logistics, and finance & fiduciary services. The translation service Trait d'Union in Bern has been offering professional translation, text adaptation, and interpreting for letters, protocols, brochures, teaching materials, or websites for over 20 years. It specializes in science and technology, nutrition, agriculture, and public relations.
In the field of market research, the organization of Swiss Milk Producers has a great record and 40 years of experience. Services include concept design, method selection, and questionnaire design. Surveys are conducted and evaluated personally. Swissmilk Marketing Logistics offers numerous services in the planning and implementation of promotions, events, and trade shows domestically and internationally, including warehousing, shipping, infrastructure maintenance, event planning, scheduling and transportation, as well as event construction.
AMS Media offers its clients all the services of a media agency for the promotion and marketing of products. Together, media concepts and strategies are developed. This is followed by the planning, realization, and controlling of the media advertisement. Clients benefit from the extensive industry knowledge and excellent contacts with media providers.
Companies from the milk and agriculture sectors receive comprehensive support in areas of finance, fiduciary services, and personnel. Offers include, among others, setting up and managing financial and operational accounts, creating annual financial statements, assisting in the budgeting process, financial and liquidity planning, or personnel and salary administration.
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Source: Schweizer Milchproduzenten SMP Genossenschaft, Press release
Original article published on: Schweizer Milch erlebbar gemacht: Sonderschau an der BEA eröffnet