News milk
Sodiaal goes for exclusive French in France
The French dairy cooperative Sodiaal acts as a guardian of French products in France. Its products sold on the French market are made exclusively with French ingredients. According to cooperative chairman Jean-Michel Javelle, this is to protect French products and prevent cheap imports.
Read this article?
Become a subscriber and get instant access
Choose the subscription that suits you
Sodiaal is also clearly showcasing its sharpened profile in its new logo. Initially, this logo will appear on Sodiaal's core products, namely Yoplait, Candia, and Entremont (particularly cheeses). By the end of next year, all Sodiaal products should feature the new logo.
Sodiaal is concerned about the import of cheap foreign butter and cream, among other things. These products are displacing the original French product in supermarkets. Supermarket chain Cooperative-U has already expressed support for Sodiaal's initiative. Sodiaal's CEO, Antoine Colette, calls buying pure French product a "militant act." Because Sodiaal's rebranding is still very recent, it hasn't received many reactions yet.
Sodiaal also has operations abroad and cannot use French milk exclusively or even partially for this purpose. For example, for its Yoplait and Liberté products in Canada.
Sodiaal is France's largest dairy cooperative, with some 14.000 members, 8.090 farms, and a milk production capacity of 4,1 billion liters. Last year, the company generated a turnover of €5,8 billion and a net profit of €80,5 million.