The organisation, which generates revenue of €5 billion, plans to launch La Nouvelle Agriculture into mass distribution at retail level in April. It also aims to use the marque for a range of non-meat food and drink products, particularly vegetables, targeting foodservice customers.
It will initially cover rabbit, pork, chicken and beef products, with a wide range of 50 fresh lines available in supermarkets and hypermarkets. Terrena said the brand was the culmination of nine years of work.
In an announcement about the launch, the group said it aimed to promote progressive, yet natural and respectful agricultural practices through the brand.
The label offers “new guarantees on the quality of meat, respect for well-being, animal breeding and preservation of the environment”, Terrena said in a statement.
In addition, it introduced Sourires de Campagne this month. Held jointly by its beef subsidiary Elivia and by Unebio, the brand counts more than 2,500 organic farmers who feed their livestock only with crops grown by their own farms. It is designed to showcase the best characteristics of quality butchery.
At the same time, Terrena has relaunched its Père Dodu brand, acquired when it took over poultry firm Groupe Doux in 2016, to cover its entire poultry range, from raw and cooked to fresh poultry. It said the brand had a culinary history of more than 50 years.
The brand would “benefit from significant investment in terms of innovation and marketing”, Terrena stated. It includes 17 new lines focusing on gourmet and easy cooking, plus eight new snack and bread lines, the co-operative added.
“We are announcing today a shift in strategic development: the development of our own brands… for the benefit of our breeders and producers,” said Terrine chief executive officer Maxime Vandoni.
The intention was to make high quality meat accessible to all consumers, he said. “These 100% French brands… allow us to… meet the consumer wherever they are.”
Terrena has 14,000 employees and 22,000 members. Its heartland is the Loire-Atlantique, Maine-et-Loire, Mayenne, Deux-Sèvres and Vienne départements of France.