The Avril Group takes particular account of the expectations of its consumers, customers and partner livestock breeders.
In a resolute but pragmatic and responsible manner, it aims to respond to these demands and the major transitions they imply, while respecting all actors in the French egg sector:
- because it is understands the frequently forgotten concerns of livestock breeders throughout the French countryside with whom it works every day, and the major consequences that these transitions will involve for their farms and the survival of their activities in different regions;
- and because it knows that a true and sustainable commitment must necessarily be supported by its customers, who drive the market and are the link between producers and consumers.
The Avril Group is now working with both its partner livestock farms and its consumers and customers to support the transition towards alternative eggs.
This commitment is concrete, sustainable and responsible: it aims to guarantee a controlled transition that will preserve French livestock farming, its diversity and insufficiently acknowledged importance to the equilibrium of rural areas, without forgetting its ability to guarantee a degree of food independence for our country. Indeed, the French table egg sector has made an important contribution to this independence, without the need for imports and while ensuring exemplary traceability and safety.
Based on these profound convictions, on 4 0ctober 2018 the Avril Group announced that its Matines brand will be offering 100% alternative eggs by 2025, or in other words eggs from hens reared in barns (code 2), free range (code 1) or under organic conditions (code 0). This commitment by Matines, which does not rear its own hens but packages and sells eggs from 370 partner breeders in France, has not been made unilaterally. It has resulted from detailed consultations with breeders throughout the sector.
On its side, Ovoteam, which manufactures egg-based products for the agri-food industry, restaurants and caterers and the bakery-viennoisierie-pâtisserie (BVT) sector, is also committed to the gradual transition of these markets. On a daily basis, it therefore encourages its customers to prefer French eggs produced under alternative conditions.
To support the practical and progressive implementation of these commitments in the context of its policy on the welfare of farmed animals, the Avril Group has chosen to work in partnership with the NGO CIWF (Compassion in World Farming), which was set up by a breeder and is therefore fully aware of the realities and challenges faced by livestock sectors that are too frequently condemned for their practices.
Avril is pursuing its engagement in favor of a responsible transition that encourages constructive and blame-free dialogue, the only pathway that can ensure practicable and sustainable changes that will take account of demands from all sides: from consumers, from our customers and from French livestock farmers.