Schoggitaler

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Schoggitaler 2009
Sales box with coins and information brochures

The Schoggitaler (Swiss German for "Chocolate Thaler") is a piece of chocolate in the form of an oversized coin that is wrapped in gold-colored aluminum foil. As a term, it is a protected trademark for heritage and nature conservation projects with the ZEWO seal of approval . Since 1946, the Swiss Homeland Security and Pro Natura have been campaigning for the preservation of livelihoods in Switzerland by selling chocolate candies. The taler weighs 28 grams and has a diameter of 8 cm.

sale

The sale takes place in September by school children from all over Switzerland. The proceeds are dedicated to a specific topic, which is determined alternately by the Swiss Homeland Security and Pro Natura. It is about the preservation of monuments and cultural landscapes (SHS) and the promotion and preservation of the native flora and fauna (Pro Natura). One of the most famous designers of chocolate bars was the sculptor Carl Fischer . In 2008, 563,086 chocolates were sold. Compared to the previous year, this was a decrease of around 2%. The net profit was CHF 1.618 million.

history

The first thaler from 1946

Since during the Second World War the Federal Council was striving for a power supply that was as self-sufficient as possible, numerous hydropower plants were planned in the Alps and the Central Plateau. Among other things, there were plans to use the water from Lake Sils in the Upper Engadin to operate a power plant in the lower Bergell .

The small committee “Pro Lej da Segl”, which met in Chur in February 1944, fought to preserve Lake Sils. It consisted of representatives of the Swiss Confederation for Nature Conservation SBN (today Pro Natura), the Swiss Association for Heritage Protection SVH (today Swiss Heritage Protection) and representatives of the Upper Engadin district . The Bergell community of Stampa and the Engadine community of Sils were ready to grant the permit for the construction of the power plant. A waiver was only possible if they were compensated with 300,000 francs.

Legal action was hopeless, as there were no protective provisions at the cantonal or national level. Financial support could also not be expected due to the empty state coffers. A nationwide collection such as 1859 to protect the Rütli or 1937 to protect the Hohlen Gasse was out of the question, as the population had other concerns in times of war. The large amount also exceeded the financial resources of the two Swiss protection associations. So it was decided at a meeting in February 1944 to first ask foundations and companies for contributions. In May 1945, however, it became clear that despite great efforts, 160,000 francs were still missing.

Ernst Laur , managing director of the Swiss Farmers' Association , suggested selling chocolate for the benefit of Lake Sils. Chocolate was rationed until May 1946 , could only be obtained in small quantities and was accordingly sought after. In November 1945 the War Food Office granted permission to sell 20 tons of milk chocolate on the street. Since every piece of chocolate was wrapped in gold-colored aluminum foil, the campaign was called “Talerverkauf”. A picture of Lake Sils was stamped into the foil.

In February 1946, more than 20,000 schoolchildren across Switzerland sold their first chocolate bars at a price of one franc. The campaign was accompanied by an extensive advertising campaign in daily and weekly magazines, on the radio, in cinema advertising and on posters. 823,420 thalers were sold, which far exceeded expectations. After the two communities were paid out, the two protection organizations shared the surplus.

Given the success of the campaign, it was decided to repeat it annually in the future. After three years without specifying a precise purpose, the focus was again on a project that would be accepted as a national task by the Swiss population: the islands of Brissago . Although not intended at the time of the introduction, long-term customer loyalty was created with the sale of thalers: Many buyers who had previously sold thalers themselves, not least because of this, buy them again as adults.

In 2013, 432,000 thalers were sold, around 30,000 less than in 2012. A total of 40 million thalers have been sold to date (end of 2013). The trend has been falling for decades; In 1946, when it was introduced, there were almost twice as many. Back then, chocolate was a rationed delicacy and a Schoggitaler was a good opportunity to get chocolate for one franc.

production

Aeschbach Chocolatier from Root-Lucerne has been the manufacturer of chocolate coins since 1984.

Corporate customers can order chocolate coins from Aeschbach Chocolatier with the appropriate company logo, individual lettering or an original subject. The size, type of chocolate and color of the packaging can be individually adjusted. The engraving is carried out with the original «chocolate thaler» punching machine.

price

In 1946 the thalers were sold at a price of CHF 1 .-. In 1970 the price was increased to CHF 2.00 and in 1990 to CHF 3.00. Since 1998, the Taler have cost CHF 5, but they consist of organic whole milk from Switzerland and Max Havelaar certified sugar and cocoa.

  • gallery

  • 2009: «National parks and ...

  • ... nature parks »

  • 2007: "Experience building culture"

  • 2006: "Rivers"

Talerthemen since 1946

Web links

Commons : Schoggitaler  - collection of images, videos and audio files

Individual evidence

  1. ↑ Madlaina Bundi: Money, Gold and Chocolate. The beginnings of the Schoggitaler . In: Heimatschutz No. 3, 2014. Schweizer Heimatschutz, Zurich
  2. ↑ Aeschbach Chocolatier
  3. ↑ Schoggitaler campaign against the death of insects. In: bote.ch . April 9, 2019, accessed May 1, 2019 .