From 2025, the brand will only be selling eggs from hens reared in laying barns (code 2) or under free range (code 1) or organic (code 0) conditions.
This commitment forms part of a partnership signed with CIWF, a non-governmental organization dedicated to the welfare of farmed livestock.
Paris, 4 October 2018 — MATINES, the leading French egg brand, has announced its commitment to supplying 100% alternative eggs by 2025. It will therefore only sell eggs from hens reared in laying barns (code 2) or under free range (code 1) or organic (code 0) conditions.
This commitment is the result of ongoing dialog between MATINES and its partner livestock farmers. It takes account of their concerns as well as the expectations of the brand’s consumers and customers. It is fully in line with plans for the adaptation of its activities, which aim to accelerate transformation of the brand towards alternative eggs and thus enable it to face the challenges of a changing market.
The commitment is also central to the policy adopted by the AVRIL Group – of which MATINES is a subsidiary – relative to the welfare of farmed livestock. To reinforce this approach and support its gradual implementation, the Group has just signed a partnership with CIWF (Compassion in World Farming), a non-governmental organization dedicated to the welfare of farmed livestock.
For Ghislain de ROLLAND, General Manager of MATINES: "This commitment responds to strong demands from our consumers and customers. To implement it, we have chosen to prefer dialog with our partner livestock farmers who are too often condemned for poor practices. We understand their concerns and the important effects that a transition towards alternative eggs will have on their farms, and we remain ready to support them in this process in a responsible and sustainable manner.”
MATINES, which does not itself operate any farms, packages and sells eggs of all types from 370 livestock farmers spread throughout France. Aware of its responsibilities towards its partner livestock farmers, as well as towards its customers and consumers, the brand is participating in this transition while making every effort to ensure that France will retain its ability to meet all domestic demand without the need for imports, while ensuring optimum traceability and safety.