Our breeders from the landes: creators of the red label and specialists of free-range breeding
A strong position on an evolving market
Given the segmented market, Fermiers du Sud-Ouest reaffirms its position as a quality poultry producer. The Maïsadour subsidiary wishes above all to promote its free-range poultry farms, as well as its animal-friendly labels and production practices. It produces and markets more than 21 million poultry per year.
Its brands, adapted to the various distribution channels, support food professionals, but also large-scale food retailers, in France and internationally.
In 2020, the Poultry division expressed its social, economic and environmental commitments, which extend the actions already carried out for several years.
The poultry chain in a few stages:
To meet the different expectations of the consumers, there are several types of breeding: standard breeding, Red Label, free-range Red Label, Organic breeding.
95% of the Group’s farms are free-range.
Maïsadour works to get even more transparency and quality
The consumer wishes to better master their food, gives preference to local product, wants the highest transparency on the origin of products and to be assured of a production respecting both the animals and the environment.
Today, the brands of the Group (St SEVER, Fermiers du Gers et Fermiers du Périgord) have QR codes on the packaging to allow the consumers to get more information about the product origin.
Acting for animal welfare
Animal welfare is a strong societal expectation and an important ethical issue for Maïsadour. The quality of life of our livestock is inherent to the quality of our products.
A major player in the animal sector for more than 50 years, animal welfare is a subject well anchored in the values of Maïsadour and supported by its traditional modes of production adapting to the paces and needs of animals. Maïsadour initiated with the breeders the creation of the first French Red Label and continuously improves its practices.
Maïsadour objective is to ensure the responsibility of its animal chains and to work continuously with the technical teams so that the livestocks express their natural behavior.
This challenge is addressed by the Group through a joint project called “Animal Welfare around 3 major axes: animal, man and the environment.”
Pioneer on animal welfare labeling
At the end of 2018, Fermiers du Sud-Ouest partnered with the Casino brand and three NGOs to develop the first animal welfare labeling in France. Thus, a technical standard for animal welfare on the whole chain was implemented. It considers all the stages of the animal’s life: from birth to breeding, transport and slaughter.
Thanks to this labeling, the consumer is aware of the welfare level of the animal.
The red label breeding in complete free-range, a unique breeding mode
This authentic method of breeding where the poultry are raised in free-range in the countryside of the South-West of France promotes the development of the animal.
The yellow chicken of the Landes is the only one to be raised in total free-range and to enjoy mobile huts called “marensines”, which change location every 4 months in order to facilitate the regrowth and the regeneration of the fauna and the natural flora. Our poultry live all day long in wooded and grassy places allowing them to peck worms and insects at will. They roam freely and outdoors, which promotes their welfare and guarantees superior quality meat.