A new brand of organic dairy goods has been launched in France.
'Invitation à la ferme' is the collective name under which five French farms, located in le Finistère, l'Ille-et-Vilaine, la Loire-Atlantique, and la Vendée, will operate. It is believed that there is a gap in the French FMCG market for authentically made organic desserts, yogharts, and cheeses (both cow- and goat-milk), which Invitation à la ferme might fill. The farms pool capital to cover the cost of packaging, purchasing individual recipes, and ingredients.
Though working together to produce the line of 16 products, each farm remains essentially autonomous.
Jean-Michel Peard, the director of Invitation à la ferme, says that though now the products are distributed to retailers in the region of production (west France), there may be a possibility for broader-scale trading: "To develop our product line, we must organise ourselves, and not remain in a corner," he stated.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article written by Peter Donnelly.
