Benoît Feytit, CEO of METRO France, Cédric Mandin, General Secretary of the National Bovine Association and Guillaume Gauthier, Member of the Board of Young Farmers officially signed the launch of the label "Eleveur & Engagé" on 9 July 2019 in the farm of Jérôme Grisel in Normandy. First launched in June 2016 by the National Bovine Association and the Young Farmers Association, the label "Eleveur & Engagé" aims at assuring that farmers are adequately compensated for their production costs. Moreover, METRO France reinforces its support for local production to offer customers from gastronomy high quality products such as Charolaise Beef.
On 25 April 2019, METRO France was the first wholesaler to deploy this label in 5 test stores in Nanterre, Nantes, Caen, Rouen, and Rennes. During the official signing, METRO France organised a press conference, a visit of the farm and a tasting of meat from the "Eleveur & Engagé" label. The Minister of Agriculture and the HoReCa federations officially endorsed METRO France and “Eleveur & Engagé”. Initiated by the Public Affairs and Purchase Department of METRO France, the development of this label was a joint effort of Store Managers, Sales Force, as well as the Marketing and Communication Departments.
As the leading supplier of independent restaurants and small retailers, we must support our partners by ensuring a fair compensation and by offering our customers quality products that respect animal welfare and the environment. We are proud to be the first wholesaler to sign "Eleveur & Engagé" nationwide.Benoît Feytit, Managing Director of METRO France