Denner Grisons-style dried beef imported from Paraguay and Uruguay, Digi Mart USA News (Switzerland): A Denner promotion on Grisons-style dried beef is drawing criticism. The packaging prominently displays the inscription “Vo da Bündner Berga” (“from the Grisons mountains”).
However, depending on the batch, the meat used comes from Paraguay or Uruguay, and customers say the message is misleading.
One customer told the SRF program “Espresso” that it was “a big label scam.” Another said the presentation clearly misleads consumers.
Denner said it regrets that “the offer has raised questions.” The retailer stated that the product is a store brand made by the Grisons manufacturer Grischuna and offered temporarily. It said the origin of the meat is indicated transparently on the packaging and in the leaflet.
A version made with Swiss meat is also sold.
The manufacturer, Fleischtrocknerei Churwalden, said demand for Grisons dried meat cannot be met using only Swiss raw material. Demand is constantly rising in Switzerland and abroad, making imported meat necessary.
The company acknowledged that the phrase “from the Grisons mountains” may be misunderstood. It said it decided several months ago to withdraw that packaging.
Existing stock will be sold off to avoid waste, but the visual is to disappear during the first quarter of 2027.
Legally, the designation “Bündnerfleisch” is protected as a geographical indication. The specifications do not require the beef to be Swiss, but essential steps, including salting and drying, must be carried out in the canton of Grisons.
