In 1900, fondue was not the national dish that we know today. A scene from the new RTS series “Winter Palace”, which tells the story of the beginnings of luxury winter tourism in the Swiss mountains, illustrates this. In the scenario, the young hotelier André Morel (played by Fribourgeois Cyril Metzger) must improvise a meal with the means at hand: a Fribourgeois Vacherin fondue. The contrast between the refinement of its Alpine palace and the rustic simplicity of the dish astonishes its demanding clientele.
“Some guests grimace, which is not necessarily flattering! But this authenticity reflects historical reality,” comments Romain Castella, director of the Interprofession du Vacherin Fribourgeois (IPVF). The ridge has signed a sponsorship operation for this particular scene, which symbolizes among others the challenges encountered by the main character in his ambitious five-star hotel project at the turn of the century. The director Pierre Monnard, also from Fribourg, would have been keen to include local produce in his fiction, based on historical events.
“At that time, Vacherin Fribourgeois was made in an anecdotal manner. And we did not yet have the culture of half and half,” continues Romain Castella. The product may be 600 years old, but it only became popular during the 20th century. “Its development has accelerated over the last 20-30 years with new marketing and a desire of producers to come together.” Founded in 1995, the IPVF now has a thousand members.
Strategic product placement
For the Interprofession, this partnership with the RTS marks a first for a series. “It’s probably our biggest sponsorship,” underlines Romain Castella, who does not reveal figures but assures that the marketing budget did not have to be increased. Broadcast in three languages on SSR channels, “Winter Palace” targets a national audience, but also opens up international perspectives because it will then be available on Netflix.
The manager hopes that this visibility will help strengthen the cheese's notoriety in less familiar regions, such as German-speaking Switzerland. “Vacherin has everything going for it: it has the advantage of melting evenly at low temperatures. The scene from “Winter Palace” is notable for this message: you don't have an idea for a meal? Make a fondue with Vacherin!” Fondue also occupies a main place on the Vacherin Fribourgeois AOP market.
The sector is experiencing positive dynamics. After a record in 2021, production in 2024 should be around 3,200 tonnes. Exports, which are expected to exceed 400 tonnes, testify to its success abroad. The market remains competitive, particularly in the face of semi-hard pulp products without any denomination.
“Winter Palace”, from December 26 on RTS 1 and the Play RTS application
