Picture credits: Standortagentur Tirol


The people in Tirol love their food. Because local producers and traders, as shown here in Markthalle Innsbruck, put regionality, organic products, climate protection and sustainability on the table.

The land of plenty in the mountains

When you cycle through your village, you see a refrigerator with fresh eggs inside on the right-hand side, the next street a tap where raw milk comes out and next to that a shelf with freshly picked potatoes. Dreaming of a land of plenty?

No. It's everyday reality for many villages in Tirol. Not from abroad, no long lorry journeys, simply from the farmer next door – the people in Tirol appreciate their fresh and natural products.

Regionality also works in supermarkets here, too. MPreis, the family business from Tirol with 234 supermarkets in the Alpine region, offers more than 1,600 foods from Tirol from more than 250 regional suppliers. Quality seals confirm the quality of the Tirolean products, such as "Qualität Tirol" or the producer's label "BIO vom BERG" for regional organic products from small Alpine farms. The latter offers more than 100 products from more thant 600 fruit, grain and vegetable farmers, dairy farms, Alpine dairies, butchers and chicken yards, which are available in 175 MPreis stores and other shops in Tirol.

But ecology on the Tirolean food shelves goes far beyond this. Two MPreis supermarkets, which incidentally were described by Wallpaper, the design and lifestyle magazine from London, as "seriously sexy supermarkets", were built to a high energy-saving passive house standard, another two are in the pipeline. Liebherr from Lienz in East Tirol also supports energy-efficient supermarkets. The household appliance specialist has recently developed a process for supermarket freezers to make them especially energy-efficient and was awarded the Innovation Prize 2014 by the Chamber of Commerce Tirol in the category "Technical Innovations". Producers in Tirol, however, also improve their own production processes themselves: Tirol Milch supplies the public heat grid with waste heat generated during production, the pasta maker Recheis has a 1,100 m² photovoltaic system on the roof of its company building and the flour producer Rauchmühle is currently putting its mills through extensive tests to determine energy-saving potentials.

The manufacturers in Tirol also profit from local research. Scientists at the Institute of Analytical Chemistry and Radiochemistry at the University of Innsbruck are developing a technology that can help to display the exact ingredients of food using near-infrared spectroscopy. Computer scientists in Innsbruck are also working on improving the completeness and accuracy of the information on food products in accordance with the EU Food Information Regulation. They are working together with the company GS1 Austria to create an extensive database. Both will also be made available to consumers in the future.

The food industry is another example of how people in Tirol take a more holistic approach and take climate change seriously, therefore benefiting consumers. So that the land of plenty is still a reality in the future.

Must see

Fresh regional products in a market full of tradition:

A weekly market in Innsbruck first mentioned in 1460 held daily since 1860. In 1913/14 the market was given a roof and since then has been known as the "Markthalle am Innrain".


You love regional organic products - but are at work when the market is open? Not a problem. Tirolean direct marketers deliver. Or you can grow your own:

Attentive approach

No need for packaging:

The company Liebe & Lose from Innsbruck sells its products, ranging from fruit to washing powder, "open" - in containers that customers bring themselves.

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