One year after launching its poultry sector development plan, Maïsadour is continuing its efforts to strengthen poultry production in south-west France. Driven by growing consumer demand for poultry and the need to reinforce French production in the face of increasing imports, the plan— provided with an investment of more than €23 million over ten years—is already delivering encouraging initial results.
To date, 22 projects have been launched across the region, covering a range of production systems, including Label Rouge free-range mobile houses, free-range poultry buildings and everyday chicken production. Together, these projects represent significant additional production capacity and demonstrate the growing interest among farmers in poultry farming as a value-generating activity that complements other agricultural enterprises.
Over the past year, we have seen tangible evidence that the momentum is building. This development plan fully reflects Maïsadour's DNA and its AMBiTiON 2030 strategy: supporting farmers, investing in our region and building sustainable value chains.
Michaël Dolet-Fayet, President of Maïsadour's Poultry Division
The development of the poultry sector is underpinned by enhanced support for farmers, designed to secure both their investment projects and their long-term income. To this end, Maïsadour offers a start-up grant to help finance new installations, along with higher remuneration for poultry production: +18% for free-range Label Rouge poultry raised in mobile houses, and +10% for Label Rouge poultry raised in free-range buildings.
In addition, prospective farmers receive comprehensive technical and administrative support throughout every stage of their project, while secure market opportunities are provided through Maïsadour Gastronomie.
As part of this commitment, Maïsadour organised two open days dedicated to the poultry sector on 4 and 17 June. The events gave fifteen farmers the opportunity to visit poultry farms, exchange ideas with producers and technical experts, and gain a better understanding of the realities of the profession. This initiative reflects the Cooperative’s determination to inspire new generations of poultry farmers and support the continued development of the sector.
Beyond strengthening the economic performance of farms, the initiative also addresses the strategic challenge of food sovereignty. With nearly one out of every two chickens consumed in France being imported, increasing domestic production is essential to securing food supplies, supporting regional economies and preserving French agricultural expertise.
Through this development plan, Maïsadour reaffirms its commitment to building a high-performing, sustainable poultry sector that creates long-term value for farmers, local communities and all of its partners.
