MIGROS Becomes Main Partner
Altstätten, July 9, 2026
The 2027 Swiss Folk Music Festival (EVMF) in Altstätten, in the St. Gallen Rhine Valley, has gained a strong partner in MIGROS. At the meeting in the picturesque little town, the focus was not only on the contractual details but above all on personal interaction and a shared vision for the festival. As the main partner, MIGROS brings its nationwide reach, its longstanding connection to Swiss culture, and its extensive experience in the events sector to the table.
From September 9 to 12, 2027, Altstätten in the St. Gallen Rhine Valley will become the heart of Swiss folk music. Approximately 1,500 active musicians, around 50,000 visitors, and about 1,000 volunteers are expected to attend Switzerland’s largest folk music festival. The organizing committee (OC) is accordingly delighted about its main partnership with MIGROS. The contract was deliberately signed at the future event site in Altstätten. Amid the historic alleys and the future festival venues, it became clear what the EVMF 2027 will be all about: a celebration of connection, music, and living tradition. Simon Büchel, Managing Director and Head of Partnerships for EVMF 2027, is understandably delighted: “With MIGROS, we’ve secured a partner that’s well-known throughout Switzerland and highly credible. The company has strong cultural roots, and its values align perfectly with our festival. This partnership is an important milestone for the project’s further development.”
Working Together for Hospitality and Enjoyment
Migros Ostschweiz’s catering services play a central role in the festival’s food and beverage operations. In particular, they are responsible for catering in the main tent at the Kleinviehhalle as well as at official events. In addition, Migros brings its experience with large-scale events and its product range to the festival’s food service operations and supplies the Folk Music Festival with various staple products. The organizing committee particularly appreciates Migros’ collaborative and supportive approach, which also facilitates regional supply solutions and local value creation. This allows suppliers of meat, sausages, baked goods, and beverages from the Rhine Valley to continue to be considered. The organizers of the Folk Music Festival expressly highlight this openness. It enables a collaboration that combines national strength with regional roots, which fits perfectly with the character of the event.
Visibility Beyond the Festival
The partnership includes a comprehensive communications package from MIGROS to support the festival. This ensures a broad presence and effective visibility across various touchpoints. In this way, MIGROS helps foster a cohesive brand image and contributes to firmly establishing the festival as a whole. This gives the EVMF 2027 the opportunity to spread its messages throughout Switzerland and reach new target audiences.
