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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
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Label Rouge an ethic

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

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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

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1-the History A Long Tradition

• Rationalising their typical regional production
• gt Ratio quality / price
• Keeping a different way of rearing
• gt Traditional free range
• Offering a different bird
• gt Higher quality
• Reassuring the French consumers
• gt Label Rouge certification

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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

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2 - The Concept quality, animal welfare and
environment

• Slow growing breeds

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Special slow growing breeds 46 chicken crosses
from old regional breeds
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2 - The Concept quality, animal welfare and
environment

• Slow growing breeds

• An ethic of rearing

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Principal Production Criteria
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An Example of Poultryfarm (in Sarthe)
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2 - The Concept quality, animal welfare and
environment

• Slow growing breeds
• An ethic of rearing

• Different quality

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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
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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

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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

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

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

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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

gt a system supervised by the State
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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
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A production recognized by European Commission

• with 2 EC regulations
• Marketing standards for poultrymeat n
  1538/91
• Protection of geographical indications n
  5010/2006

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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)
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Part of Label Rouge in Chicken Quantities Bought
by French Purchasers (Secodip / Synalaf)

• Part of poultry production gt10
• Part of chicken production gt 16
• Part of chicken bought in shops gt 33
• (2004) in France

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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

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In conclusion

• This system works well since 40 years
• It is a voluntary collective 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

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Thank you for your attention