The art project “RAU” came to life in 2018 at the initiative of and in coordination with AMA-Marketing. The myths of alpine farming and Austria's traditional, natural food production were captured in black and white photographs. Star photographer René Huemer and his partner Chérie Hansen visited five alpine dairymen and their families on mountain pastures in Vorarlberg, Tyrol and Carinthia. An in-depth understanding of the traditional art of cheesemaking was gained directly on Austria's alpine pastures.
Impressive photos and short films show farming and life in the Land of the Alps as it is: rough, hard, honest – and yet fulfilling, thanks to tradition, craftsmanship and the bond between the generations.
The vernissage took place in a unique Hamburg location. Similar to the alpine pasture, the tour went high up – to the tenth floor of the Maritime Museum within the walls of the Hafenstadt in Hamburg. Guests from the German food trade and press experienced the photos and short films in a special presentation, sampled natural cheese specialities from the Land of the Alps and even got to know two of the alpine dairymen in person. It was a special moment when the photos took on a human form, so to speak.
Other activities
As part of the Austrian National Tourist Office (ANTO) “breathe.time” campaign and in cooperation with AMA-Marketing, the “Airship” was set up in Rome.
AMA-Marketing implements projects that are co-financed by the EU.
The AMA-Marketing stand offers trade visitors the opportunity to get to know natural agricultural products from the Land of the Alps. AMA Export Marketing provides information about alpine agriculture.
Experience the Land of the Alps in person with all your senses. Bespoke trade visits can be organised to farmers and processors where there is specific interest in Austrian products.
AMA-Marketing promoters present customers and specialist POS staff with natural specialities from the Land of the Alps – tailored to the respective market.
AMA-Marketing organises national and international talks on alpine agriculture and its natural products.
AMA-Marketing organises cooperations between well-known food bloggers in the respective export market and agricultural producers in the Land of the Alps.