Strategic responsiveness at all times: a major asset on a competitive market

In general, the Group has sought to ensure its responsiveness at all times faced with fluctuations on both export and domestic markets (France and Brazil), making trade-offs between the allocation of its production and the situation in the various markets. This strategic responsiveness at all times means that the Group is able to rapidly adapt in order to fully benefit from the most buoyant markets.

On the Export markets, the Group has continued to develop, gaining market shares in the Middle East, notably thanks to significant marketing investments and the development of processed products, whose consumption is growing.

In Brazil, the Group has scaled down its volumes of low value-added basic products to focus on processed products for which demand is booming. Many products were successfully launched in 2010, supported by dedi- cated communications campaigns, with LeBon now establishing itself as the leading brand in the region across Southern Brazil. The Group has also further strengthened its sales teams in order to ramp up its presence in Brazil, while continuing with its commercial expansion in the major urban centers in the north of the country.

In France, the success of Père Dodu’s “Le Choix du Chef” classic poultry range has been confirmed: it is now the leading brand on the classic whole chicken segment, and was the main contributor to the development of this category in France over 2010. Moving away from a certain number of preconceived ideas, with a product based on carefully selected chickens and benefiting from an innovative storage technique, “Le Choix du Chef” chicken has restored classic poultry to the strong position it deserves, while proving that it is possible to enjoy an excellent chicken at a widely affordable price, without actually needing to choose a freerange chicken.