Brand management

Brand management

ORIOR has a number of well-known brands in its portfolio. Some of these – "Rapelli", "Ticinella", "Nature Gourmet", "Fürstenländer Spezialitäten" and "Le Patron", for example – are well known in all sales channels, while others are known mainly in one particular channel, for example Fredag in the food service sector. In addition ORIOR produces products for the commercial brands and private labels of its customers. The brands of the ORIOR Group are well positioned with consumers, and consumer feedback surveys show that the quality of the products is highly regarded. The highest brand awareness level is achieved by the Rapelli brands. The most recent survey showed that Rapelli has a supported brand awareness of 85%.

ORIOR’s brands, grouped by business segment and competence centre, are shown below: 



ORIOR Convenience

The ORIOR Convenience segment with the three centres of competence Fredag, Pastinella and Le Patron produces fresh convenience products such as chilled ready meals, patés and terrines, fresh pasta, vegetarian specialities, poultry and meat products, and seafood. Excelling in innovation and guided by a pioneering spirit, the segment and its four processing plants are well positioned at the vanguard of their core markets within the retail and food service industries.

ORIOR Refinement

The ORIOR Refinement segment with its centres of competence Rapelli, Albert Spiess and Möfag produces premium refined meat specialities. Craftsmanship and strong brands are paired with the best quality ingredients in traditional as well as newly interpreted premium products, ranging from Bündnerfleisch and a variety of ham products to Salami and Mostbröckli, and interesting new specialty meat convenience products. The segment operates five processing plants and sells its products to retailers and food service providers.


The ORIOR International segment consists of the competence centre Culinor Food Group and the exports of Swiss products into neighbouring countries. Culinor Food Group produces premium chilled ready meals and menu components. Its main sales channels are retailers and food service providers. The export operations are responsible for exporting and marketing selected Group products under various brands.

Brand management at ORIOR is centrally controlled. A mix of coordinated marketing measures is implemented for advertising and positioning of brands, ranging from TV commercials, print advertisements, posters and billboards, POP presence, promotions, tastings and trade fair appearances.