Strategic Partnership
… between the “Molkerei Berchtesgadener Land” and top chef Florian Lechner: Great taste, guaranteed origin, and fairness throughout the supply chain – these are the defining qualities of Molkerei Berchtesgadener Land products. These values also align perfectly with top chef Florian Lechner, making their long-standing partnership a natural fit. Since 2019, this collaboration has been at the heart of a cross-media communication campaign, featuring key highlights such as the Bergbauern Breakfast at Café Nymphenburg Sekt, an exclusive cooking class, and an inspiring herb walk paired with creative new recipes.
The third and final highlight of this successful partnership, the herb walk, finally took place in June 2020 after a series of postponements due to weather and COVID-19 restrictions. Under bright sunshine, Alpine farmer Sandra Hörterer led the way to the Steinbergalm, located on the southern slopes of the Kampenwand. There, she introduced Florian Lechner to the rich world of alpine herbs, sparking inspiration for new, unconventional recipes such as nettle poppy seed butter, mountain farmer Bolognese, and dandelion ice cream.
How it all began…
The kickoff event for this partnership took place on June 25, 2019, when modem conclusa invited media representatives and key multipliers to a Bergbauern Breakfast at Café Nymphenburg Sekt in Munich. Together, Molkerei Berchtesgadener Land and Florian Lechner presented an exclusive breakfast experience, celebrating regional, high-quality ingredients. The event was a great success – so much so that Lechner decided to extend the brand presence within the café, which he runs alongside his wife. In an insightful interview, the dairy and the chef shared their common values, commitment to quality, and the balance between tradition and modern gastronomy. The resulting press and online coverage attracted Munich locals to the café over the following weeks. Strategic media partnerships further amplified the campaign’s reach.
A creative giveaway campaign connected offline and online engagement: guests could participate by sharing a photo of their Bergbauern Breakfast on Instagram, tagging the dairy brand.
In November 2019, a select group of bloggers, journalists, and consumers had the opportunity to experience Florian Lechner’s culinary expertise firsthand at an exclusive cooking class. Thanks to media partners and Munich-based influencers, 25 participants learned how to prepare dishes using Topfen (quark), regional vegetables, and high-quality beef while getting insights into farm life from Sandra Hörterer. Meeting an authentic Alpine farmer and hearing her stories was just as fascinating as experimenting with dairy-based recipes, tasting, and enjoying the culinary creations. For those who couldn’t attend, modem conclusa ensured live coverage across social media, with updates from @bergbauernmilch and invited influencers.
A key component of the recipe development process was the collaboration between Florian Lechner and Sandra Hörterer. The outcome: Engaging content for press relations, compelling storytelling for print and online media and valuable inspiration for food lovers and conscious consumers.
For nearly a decade, modem conclusa and Molkerei Berchtesgadener Land have been working together in a trusted partnership, dedicated to promoting sustainable practices and quality food production for a better future…
A taste for more? So do we!
We look forward to continuing this collaboration and would like to say a heartfelt THANK YOU!
About Molkerei Berchtesgadener Land:
Berchtesgadener Land is a cooperative dairy that blends tradition with innovation. While committed to preserving small-scale farming and the Alpine landscape between Zugspitze and Watzmann, the company continuously modernizes its dairy facilities in Piding. Ultimately, both efforts contribute to delivering high-quality dairy products to consumers.
