Agriculture and the Liechtenstein Brand: A Dialogue for Regional Strength

“We are the traditional advocacy group for agriculture in Liechtenstein,” explains Managing Director Martin Renner. Everything that concerns farming families—from political conditions to market issues and structural tasks —all converge here. The organization coordinates public consultations, monitors agricultural policy processes, and works closely with ministries, government agencies, and specialized departments. 

Proximity to the farms is key here. “We’re in almost constant contact with the farming families. Their concerns vary widely, and that’s exactly what makes the work interesting and exciting.” 

The fact that Martin Renner views agriculture not only from a purely association perspective. The current managing director brings many years of experience in tourism, marketing, and agriculture to the table. Among other things, he has in addition to various management roles in the fields of tourism and marketing, a member of the board of directors at Graubünden Vieh AG and Fleischzentrum Klosters AG, managing director of the Graubünden Farmers’ Association, Agrotourismus Graubünden, and the Reifungslager Bündner Käse cooperative. For many years, he has operated at the intersection of agriculture, marketing, and public relations. With his family—who are now grown up and have left home— he lives on a small mountain farm and used to raise goats as a hobby. He has since handed the farm over to the next generation.  

"Agriculture in Liechtenstein has changed significantly over the past few decades," summarizes the managing director of the VBO. “While around 1900 there were still hundreds of small family farms, today there are only about a hundred left. At the same time, the demands have become significantly more complex. The farms are larger, more specialized, and more modern, yet the workload remains high. Sixty-hour workweeks throughout the year are a reality on many farms. 

Added to this is a steadily growing administrative burden. Regulations, documentation, and legal requirements place heavy demands on farms. Bureaucracy is a major burden today. On top of that, there is economic pressure and fluctuating market prices. At the same time, climate change is presenting agriculture with new challenges, ranging from extreme weather and droughts to frost damage. Irrigation, in particular, will become increasingly important in the future. Climate change has long been a reality. We must create the right conditions so that farming families can continue to thrive in the future. 

Cooperation is crucial, especially in a small country like Liechtenstein. The VBO serves as the umbrella organization for numerous agricultural groups and brings together their diverse concerns. These include, among others, the Farmers’ Association, the Dairy Association, the Winegrowers’ Association, Bio Liechtenstein, and various breeding and specialized organizations. If we want to successfully represent the interests of the agricultural sector, we can only do so by working together. 

"This collaboration does not end at the national border. Exchanges with specialized agencies and organizations in Switzerland, Austria, Germany, and South Tyrol are an important part of our work. Just recently, a four-country meeting was held in Liechtenstein with presidents and executive directors of farmers’ organizations from German-speaking countries. We benefit greatly from these mutual exchanges, particularly when it comes to issues such as climate, large predators, and market-related matters." 

But what can society itself do to ensure that domestic agriculture is sustained in the long term? 

“People have the power to make a difference themselves by buying regional products and thereby directly supporting agriculture. A lot of it starts with the consumer,” says Martin Renner. At the same time, he notes, appreciation for food has declined significantly in recent decades. While a much larger share of income used to be spent on food, today that figure stands at only about nine percent. “As a society, we must ensure that food does not lose its value—not only financially, but also in terms of its social significance and its ecological footprint.” 

People often forget just how high the standards in Liechtenstein actually are. The agricultural sector operates under very strict guidelines and produces high-quality goods. We have wonderful regional products—cheese, meat, vegetables, and alpine products. This quality doesn’t just happen on its own. It requires hard work, expertise, and high standards. 

Sustainability also beginsright right on our own doorstep. Regional cycles, short transport routes, and a thriving agricultural sector are not only economically important but also crucial for a country’s security of supply. Especially in times of geopolitical uncertainty, it becomes how important a functioning self-sufficiency system is. 

In the end, it is the farmer who produces the food. If we lose that, we lose not only our culture and tradition, but also a piece of our independence.” 

But what political measures are needed to ensure that agriculture can continue to thrive in the future? 

“Stable framework conditions are crucial if agriculture is to survive into the future. These include support measures, investments in innovation and modernization, and the protection of agricultural land. Anyone who wants to produce food needs land—that is one of our biggest challenges. Population growth, construction activity, and increasing pressure on land use have a direct impact on the amount of available farmland. Where construction takes place, farming can no longer occur.” 

At the same time, goit is to provide young people with opportunities in agriculture. We must create the conditions so that the next generation is ready to take on responsibility and continue down this path. 

Collaboration with the Liechtenstein brand plays a major role. The brand partnership is much more than just communication. Liechtenstein Marketing is doing a very good job—which is particularly remarkable for such a small country. 

It is particularly important to combine high-quality production with professional marketing. When agriculture and branding work well together, a strong symbiosis emerges. On the one hand, there are high-quality regional products; on the other, the ability to showcase that quality. 

This collaboration is evident at public events. As the VBO, we organize, among other things, the agricultural exhibition at the OLMA in St. Gallen and at the LIHGA in Schaan. In these events, the focus is always on agriculture alongside the Liechtenstein brand. This combination of regional quality, origin, and professional marketing is extremely important. 

I see great potential, especially in the areas of cuisine and regional identity. Agriculture is not only a producer of food but also part of a country’s identity. Our products stand for quality, regional identity, and sustainability. This aligns very well with the Liechtenstein brand. 

In doing so,t is ultimately not just about economic issues. Agriculture meanst also the care of the cultural landscape, the preservation of biodiversity, and a sense of responsibility toward future generations. Without active management, much of what defines Liechtenstein is known for today. 

Looking ahead, the VBO hopes for one thing above all else: greater awareness of the value of regional agriculture. Farming families do so much every day—to ensure food security, to preserve the landscape, and to benefit society. It would be wonderful if this work continued to receive the recognition it deserves in the future. 

At the same time it makes hope that more young people will once again take an interest in the environment, agriculture, and sustainable food systems and get actively involved. When this commitment is combined with broad societal appreciation,exactly exactly what makes Liechtenstein what it ist: a small country with high quality, a strong identity, and a deep connection to its roots», said Martin Renner.