Strategic Partnership

…between the Berchtesgadener Land dairy and top chef Florian Lechner.

Good taste, guaranteed origin and fairness throughout the entire supply chain are what characterise the products of the Berchtesgadener Land dairy. These are values that top chef Florian Lechner also stands for. The Munich restaurateur and the Berchtesgadener Land dairy have been working together for years. In 2019, this collaboration took centre stage in cross-media communication. The highlights: a mountain farmer’s breakfast at Café Nymphenburg Sekt, an exciting cooking class and a herb walk including recipe creations with local herbs.

The third and, for the time being, last highlight of this strong collaboration, the herb walk, finally took place in June 2020 after one or two cancellations due to weather and coronavirus. In bright sunshine, mountain farmer Sandra Hörterer took us to the Steinbergalm – located on the southern slopes of the Kampenwand – and showed the top chef the colourful world of herbs. During the hike among wild marjoram, lady’s mantle and white dead-nettle, Florian came up with more and more ideas for new and unusual recipes, such as nettle and poppy seed butter, mountain farmer’s 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 almost a decade, modem conclusa and the Berchtesgadener Land dairy have enjoyed a trusting partnership on the path to a more sustainable 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 Berchtesgadener Land dairy:

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.