Prince de Bretagne chose the 28th edition of Fruit Logistica to celebrate its 50th anniversary and to present its new visual identity. On this occasion, Marc Kéranguéven, president of Cerafel, took the floor to recall the 5 fundamentals of the cooperative, which is defined first and foremost by “a territorial anchoring and a strong regional identity.” He went on to stress that, above all, Prince de Bretagne is “a story of men and women” and there lies the true strength of Prince de Bretagne.” The collaboration is also one of the fundamentals of the cooperative, where collectivity comes before individualism. “Prince de Bretagne is the story of a solidary group of people” with a special governance model. Finally, Marc Kéranguéven restated the strong values of the cooperative, which are fairness, solidarity, transparency and independence.
The president also took the opportunity to recall a few key dates that have shaped the history of Prince de Bretagne from 1958 - a symbolic starting date that coincides with the creation of the artichoke committee - until today. A cooperative which brings together 2,000 farmers producing a range of 147 fruits and vegetables.
A new visual identity
“2020 for us is not a new turn, but a boost,” announced Marc Kéranguéven. The cooperative wishes to strengthen its presence within the general public, through events such as the International Agriculture Show. Prince de Bretagne is also celebrating its 50th anniversary with a new visual identity, which “preserves the link with the current graphic charter while being representative of a sector that is in constant evolution.”
A desire to promote the human dimension of the brand
The signature “Les Maraichers” replaces “Défendons le goût du frais”. “A change which announces the desire to promote the human dimension of our brand (...), reaffirms our agricultural position invested in responsible and sustainable crops, shows that we are committed in a progressive approach based on sustainable development and CSR (Corporate Social Responsibility), and underlines that all our vegetables are produced by passionate farmers, mostly from family farms,” explains Marc Kéranguéven.
Strong development in organic production
The president of the cooperative continued by mentioning that Prince de Bretagne is the first French organic group in 2020. “Our objective is to reach 30,000 tons of organic products for 2020 and we are aiming for 40,000 tons in 2021. 120 producers are committed, more than 50% of whom are young farmers.” Prince de Bretagne also selects and produces its own organic seeds.
Limiting the impact of plastic packaging
Another strong commitment of the company, revealed at Fruit Logistica, is the desire to limit the impact of its packaging. “In 2019, we worked a lot on two axes: rationalizing our product range and going from plastic to cardboard trays. This will save 120 tons of plastic in 2020. Just for the tomatoes, 80% of the plastic volumes will be reduced,” announced Marc Kéranguéven.
Reinforcing the agroecological approach
In parallel with its organic production, Prince de Bretagne intends to reaffirm its commitments to an agroecological approach. Today, the cooperative has the largest range of vegetables grown without pesticides, which, after three years, include the tomato, red kuri squash, traditional shallot, broccoli, romanesco broccoli and cauliflower. A range that represented a volume of 10,000 tons in 2019.
Finally, the cooperative aims to certify HEV (High Environmental Value) 25% of open field crops in 2020, 50% in 2021 and 100% within 2 years, as well as 50% of the sheltered productions in 2020, aiming for 100% next year.