Pack It Up

Healthy Choice

For healthy eaters, airline food has always left much to be desired--until now. Hoping to win over passengers in search of healthier fare, Swissair is going organic. "We wanted to follow the trend toward healthier foods," explains Swissair's Peter Gutknecht.

Called "naturalgourmet," the unique food-service concept is already gracing menus on flights leaving Switzerland, translating into nearly 6,300 hot meals daily. And naturally, Swissair has healthy aspirations for the future: Next year, flights out of the United States should also be participating, and by 2000, Swissair expects 90 percent of all its meals to be prepared with more vegetables and organically grown products and ingredients. Baby food and beverages also fall under the naturalgourmet guidelines.

The new fare is pricier, but Gutknecht maintains the rise won't be reflected in ticket prices. And the spruced-up menu is available for all passengers, not just those in first-class. Says Gutknecht, "The variety, taste and quality all seem to meet the expectations of our customers in all classes. They appreciate having healthy food on board."

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This article was originally published in the October 1997 print edition of Entrepreneur with the headline: Pack It Up.

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