High in the Swiss Alps, the farmers behind one of Switzerland’s most celebrated cheeses are facing a tough reality: U.S. import tariffs have sharply cut demand in what had been one of their most valuable export markets, and finding a replacement won’t be easy.
Gruyere cheese was hit with a 10% U.S. tariff last year, a figure that climbed to 12.5% in 2025. In response, the cheese’s producers’ association decided to trim output by 5% in an effort to keep prices from collapsing.
Cheesemaker Alexandre Murith, who spends his summers on mountain pastures with his wife and four children — tending the cows whose milk goes into Gruyere — described the situation bluntly. “The cheese isn’t actually selling, and the measure is there to avoid a stock surplus. It also helps maintain a stable price,” he said.
Murith acknowledged the frustration that comes with production limits but said they serve a purpose. “Of course, restrictions are always a hassle, but this allows us to keep the price of Gruyere at a reasonable level rather than slashing prices just to move the product,” he explained.
The American market had historically accounted for roughly 13% of all Gruyere sales. The cheese, known for its bold flavor and slightly pungent aroma — setting it apart from its hole-filled Swiss cousin Emmental — now faces an uphill climb to make up for that lost demand.
While farmers say they’ve been hit hard by the production cuts, they’ve been reluctant to share specific numbers. The 5% reduction has been held in place for a second straight year for the most widely exported variety of Gruyere, which is made at lower elevations. However, for mountain-style Gruyere like what Murith produces, no cut is planned for the upcoming season.
Cheese trader Anthony Margot, who ages thousands of cheese wheels at a time on tall wooden shelves in his cellar, said the impact has been significant. “We were heavily impacted in 2026,” he said.
Margot stressed that his team is actively working to open doors in other countries, but acknowledged the scale of the challenge. “We work daily to find new markets around the world. But the United States is a massive market with high purchasing power — clearly it cannot be replaced overnight,” he said. “We are actively scouting opportunities everywhere, of course, but it takes time and money.”
