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Label Rouge Traditional Free Range Poultry

Label Rouge Traditional Free Range Poultry. A concept of quality guarantee in the interest of producers and consumers. Agnès LASZCZYK LEGENDRE SYNALAF - Vilnius – 03/10/2006. Label Rouge : an ethic. Label Rouge is not a simple brand or a marketing approach.

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Label Rouge Traditional Free Range Poultry

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  1. Label Rouge Traditional Free Range Poultry A concept of quality guarantee in the interest of producers and consumers Agnès LASZCZYK LEGENDRE SYNALAF - Vilnius – 03/10/2006

  2. Label Rouge : an ethic • Label Rouge is not a simple brand or a marketing approach. • It isa different ethicof production. • It is an official certification system

  3. Label Rouge Traditional Free Range Poultry 1 - The history • A long regional tradition 2 - The concept of production • Quality, animal welfare and environment 3 - A collective organisation • A regional approach 4 - A certification system • A guarantee for the consumers

  4. 1-the History : A Long Tradition • Rationalising their typical regional production => Ratio quality / price • Keeping a different way of rearing => Traditional free range • Offering a different bird => Higher quality • Reassuring the French consumers => Label Rouge certification

  5. Label Rouge Traditional Free Range Poultry 1 - The history • A long regional tradition 2 - The concept of production • Quality, animal welfare and environment 3 - A collective organisation • A regional approach 4 - A certification system • A guarantee for the consumers

  6. 2 - The Concept : quality, animal welfare and environment • Slow growing breeds

  7. Special slow growing breeds 46 chicken crosses from old regional breeds

  8. 2 - The Concept : quality, animal welfare and environment • Slow growing breeds • An ethic of rearing

  9. Principal Production Criteria

  10. An Example of Poultryfarm (in Sarthe)

  11. 2 - The Concept : quality, animal welfare and environment • Slow growing breeds • An ethic of rearing • Different quality

  12. Organoleptic Differences • Firmer texture • Better look • More intensive odour • Superior flavour • Significantly preferred by French consumers Anon, 1980 ; Lassaut et al, 1984 ; Touraille et al, 1985 ; Qualité France, 1996/97

  13. 2 - The Concept : quality, animal welfare and environment • Slow growing breeds • An ethic of rearing • Different quality • Hygiene security : HACCP procedures and criteria defined for all the steps of the production chain

  14. Label Rouge Traditional Free Range Poultry 1 - The history • A long regional tradition 2 - The concept of production • Quality, environment and animal welfare 3 - A collective organisation • A regional approach 4 - A certification system • A guarantee for the consumers

  15. A Collective Trade Mark Granted to Collective Organisations Label Rouge + PGI regional association stores slaughter feedprovider breeder hatcher farmer

  16. Label Rouge Traditional Free Range Poultry 1 - The history • A long regional tradition 2 - The concept of production • Quality, environment and animal welfare 3 - A collective organisation • A regional approach 4 - A certification system • A guarantee for the consumers

  17. Each specification is controlled at 3 levels 1) self-controls 2) internal controls 3) third-party controls by a certifying organisation (ISO/EN 45011 and accredited) by the regional IGP organisation by the company or the farmer

  18. A Collective Trade Mark Granted to Collective Organisations Label Rouge + PGI regional association 3) 2) Certifying organisation stores 1) slaughter 1) 1) feedprovider breeder 1) 1) hatcher farmer

  19. A lot of controls involved Label rouge traditional free range poultry involved each year : • 20 000 controls on farms • 1 600 controls or audits in firms (feed firms, breeders, hatcheries, slaughterhouses) • 1 200 products controls in stores • 8 000 analyses (feed analyses, bacteriological and organoleptic analyses on final products)

  20. A complete traceability With an individual identification number • Follows the bird from its grand-parents to the consumer • Appears on each carcass or portion label => a system supervised by the State

  21. A system supervised by the State Economy Ministry Agriculture Ministry Health Ministry Environment Ministry National Label Rouge Commission Producers / retailers organisations Consumers organisations Certifying organisations agreement Production specifications acceptability

  22. A production recognized by European Commission with 2 EC regulations : • Marketing standards for poultrymeat n° 1538/91 • Protection of geographical indications n° 5010/2006

  23. A great production development in 40 years In 2004, it represented : • 34 organizations • 6000 farmers • 290 firms • 110 million birds • 450 million euros Production of Label Rouge poultry in million birds (Synalaf)

  24. Part of Label Rouge in Chicken Quantities Bought by French Purchasers(Secodip / Synalaf) • Part of poultry production =>10% • Part of chicken production => 16% • Part of chicken bought in shops => 33% • (2004) in France

  25. A concept in line with the current trends in Europe • Respect of the environment • Respect of animal welfare • Regional production • Rural development • Hygiene security • Better flavour • Guarantee

  26. In conclusion • This system works well since 40 years • It is a voluntarycollective model • Producers accept to pay for the control and the quality level • They get a betterment in return • And the consumers find a quality guarantee

  27. Thank you for your attention

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