What is your market?
“Supermarkets in South-Eastern France make up 70% of our market. South-Eastern France has the highest population density in France. Our catchment area covers the triangle between Lyon, Perpignan and Monaco. From early April to mid-August, there are approximately 22 million potential consumers, including many tourists. 70% of chicken purchases are made in a supermarket. Roasters, wholesalers, independent stores and restaurants make up the rest. These are exactly the channels we serve.”
Where do we find your products?
“Royal Bernard is our private label. This is always a chicken from our region. We also supply all the brands we distribute to Système U, Intermarché, Auchan, Lidl and Aldi. We process about 320,000 standard broilers and 30,000 Label Rouge chickens each week. We also process 20,000 ‘Jardin d’Hiver’ chickens per week, a slow-growing species we introduced in France. The ‘winter garden’ is an extra space in the chicken coop, giving the chickens more room to move around and grow in the open air, improving animal welfare. In three or four years, we expect to produce 60,000 a week.”