In today’s modern farming, successful business results seem to be of prime importance and often there’s no place for rare species such as the Copper-neck goat or Rhaetian-Gey cattle. High-performance animals are in demand. Since 30 years the "Pro Specie Rara" organization supports rare plant and animal species with the aim of maintaining genetic diversity. This seems to be decreasing, at the risk of possible negative effects in the foodstuff production chain in the long term. Thanks to the organization, there’s a future for rare species such as the Blue-Sweden potato and Plum-apple. Coop, the Swiss supermarket chain, markets a large part of such products under the Pro-Specie-Rara-Label.