Switzerland’s culinary market is evolving as consumers, especially younger generations, seek authentic experiences, natural products, and transparent supply chains. Interest in sustainable and culturally rich food and wine is rising, yet smaller importers face challenges in reaching audiences directly and scaling its B2C market. At the same time, digital platforms are reshaping purchasing behavior, with customers expecting seamless online access combined with real-life touchpoints. This shift demands innovative approaches to engagement, trust, and community-building.

The thesis applied a mixed-method approach with literature review, expert interviews, and a consumer survey. Academic sources covered hybrid models, B2C, D2C, digital communities, and purchasing behavior. Building on this, the importer-to-consumer (I2C) model was developed and academically defined. Expert interviews provided practical industry insights, while survey data revealed consumer preferences, expectations, and trends. Triangulating all findings validated key assumptions and informed a market-oriented concept design.

The research confirmed significant potential for an importer-to-consumer (I2C) hybrid model that blends digital access with curated real-life experiences in the Swiss food and wine sector. As no formal definition existed, this thesis introduced and academically framed the I2C model as a direct channel from importer to end consumer, enabling closer relationships and higher value creation. Consumers show strong interest in authentic, natural products and value transparency, cultural storytelling, and opportunities to connect directly with producers. Generational differences emerged, with younger audiences seeking community-driven, shareable experiences and older segments prioritizing quality and tradition. Expert interviews highlighted the need for professional digital presence, targeted engagement strategies, and partnerships to overcome logistical and market entry barriers. The combination of academic analysis, practitioner insight, and consumer data led to a validated concept framework that addresses current market challenges, leverages changing consumption trends, and creates new opportunities for loyalty and long-term brand growth.