Swine Nouvelle AgricultureÂŽ
SWINE NOUVELLE AGRICULTURE
3 parts : • The Nouvelle Agriculture® concept • Swine Nouvelle Agriculture® • Progress plan
Introduction : the TERRENA group
•
A cooperative group 22 000 farmers members
• •
Agriculture / Agro-industry Strong brands
13 000 employees Turnover = 5 Billions € /year Investment = 100 Millions € /year
CAM : independent section of TERRENA
•
Cooperative of Mayenne Farmers
• • •
Versatile Cooperative Turnovers : 400 Millions € 600 Employees
TURNOVER Distribution
CAM : independent section of TERRENA
• CAM : 550 000 Pigs per year • Different types of specifications already producted : • Red Label • Carrefour Quality Certified : GMO Free • Antibiotic Free : 3000 pigs per week • Certified products
Our Projet : A group of producers
400 pig producers 900 000 pigs per year 2 Regions : Pays de Loire / Normandie Differentiation: - Technical Commitment - Segmentation in favour of producers
Partie I – The ® Nouvelle Agriculture concept
OBSERVATION = french agri food industry : decreasing volumes since 2000
All industries : a decrease of the agri food industry production for 10 ans, Even now (-3% between 2012 et 2013) Annual production /industries (prodcuction volume – base 100 in 2010)
Decreasing volumes = three consequences
Evolution of the french agri food industry 1.
Concentration of companies
2.
Fragmentation of the offering
3.
Internationalization in order to find sources of growth
Our analysis = The NOUVELLE AGRICULTURE concept
Two key components : The Farmer, actor of the agriculture industry, is the key component of the value, The farmer : have the trust consummer (UIPP study – agriculture interprofessional organisation – february 2015)
The consumer, prepared to pay 10 % more the products Direct link between new types of agriculture production and consummer perception of good health impact
THE CONCEPT
3 pillars • • •
AEI : Ecologically Intensive Farming Nutrition and Health Network Reference farmers (named « sentinel of the earth »)
A brand :
Nouvelle Agriculture®
For the farmers: Nouvelle Agriculture ® solutions For the consumers: Nouvelle Agriculture ® products
AEI : Ecologicaly intensive farming
Yeld
AEI =
« Chemicals » solutions and non renewables (fertilizers, ...)
Fonctionnalités écologiques et biologiques
New solutions and technologies
Time
Research investments = 4 Millions € /year
The consistent of the sector
Commitments Progress plan
Farmers
Consumers costumers
Network reference farmers Our legitimacy
: Ecologicaly intensive farming The technological base
Partie II – SWINE NOUVELLE AGRICULTURE
Swine french market segmentation SWINE NOUVELLE AGRICULTURE : a place between the standard production and the organic production, based on added value key arguments
ORGANIC PRODUCTION
SWINE NOUVELLE AGRICULTURE 3 piliars : Farmers, Ecologically Intensive Farming, Nutrition and Health,
Production commitments (RED LABEL SWINE, ….) STANDARD PRODUCTION
FARMER PROFITS
• Higher performances • Higher production value
Swine Nouvelle Agriculture
Partnership
+
Swine Nouvelle AgricultureÂŽ =
60 farms 3 000 porks /week
Commitments
• Territory swine – Nutrition : north-west céréals – Production : max 250 km from Slaughter House – Slaughter : Laval
•
Ecologicaly intensive farming – Growing/Finisher feeds without soymeal – GMO Free – Technical audits in farm : Tibena + Elixir IC
• Nutrition and Health – Omega 3 fatty acids
Quality system
Stakeholders PROCESSOR SLAUGHTERHOUSE
FARMERS
FEED INDUSTRY
Prerequisites Certification = IFS
(International Food
Standard)
Certification = Sanitary agreements Certifcation= GBPH (Good
hygiene
practices in farms)
Certification = GBPF AC (Good hygiène practices in feed industry)
+ Socle Technique Commun GMO Free <O,9%)
Commitments
Progress plan
Partie III â&#x20AC;&#x201C; PROGRESS PLAN
PROGRESS PLAN
â&#x20AC;&#x201C; Current situation Respect of the commitments, controlled by an independant agency : Bureau Veritas â&#x20AC;&#x201C; Progress plan 2016 : no meds treatments No antibiotics from 42 days of age to the slaughtering
Why no antibiotics from 42 days ?
A market segmentation • On the way to « Bread with no antibiotics » for the farms involved in the commitments of Nouvelle Agriculture® • Work on the animal health – – – –
Welfare Sanitary conditions Buildings Nutrition
PROGRESS PLAN Partnership interest with CAM • Bring a new volume of production èIt doubles volume of Pigs NA • Expertise in Antibiotic Free Production
PLAN DE PROGRES CAM Technical Expertise % AB vs ABF in PW1 Feeds
• •
% AB in PW2 Feeds
We believe ABF Pig is a condition to market access. It insures more profit to the producer.
NEXT STEPS FOR THE PROGRES PLAN
Slaughterhouse : following investments = up to more and more quality !
Nutrition : up to more territory links
Meat quality: health and nutrition
CONCLUSION
Swine NOUVELLE AGRICULTURE •
Better production for : – Environment (sustainable production) – Consumers (health benefits)
•
Better profit for producers (compared to standard meat)
•
Investment into communication to Increase & Re-appropiate the image of Pig Meat and Production
Thank you for your attention