Metro Partners With La Ferme Des Voltigeurs For Fresh Chicken

Canadian grocer Metro announced this week that all Irresistibles Private Brand fresh chicken products will now come from la Ferme des Voltigeurs, one of the largest producers/processors of grain-fed and organic chicken in Quebec. Offered under the Irresistibles Naturalia and Irresistibles Organic labels, the 10 products, certified by Aliments du Québec and of which four are certified organic, will be available in all Metro and Metro Plus stores in Quebec.

This partnership is part of Metro’s responsible procurement Framework, which was released in March 2017. It addresses several commitments, notably to supply itself entirely locally for its Irresistibles private label chicken sold in Quebec, develop a line of organic products for private label chicken, and increase the number of organic products available in store.

“Today, Metro is taking yet another step in its effort to maximize the accessibility and promotion of Quebec products, along with offering a complete line of chicken products that meets strict quality, taste and freshness requirements that consumers look for,” said Marie-France Gibson, Vice President, Private Brands for Metro. “The agreement with la Ferme des Voltigeurs, a family business concerned with animal welfare, enables us to link our initiatives with respect to local purchasing and responsible procurement with consumers’ expectations.”

In fact, all Ferme des Voltigeurs chickens are free-range and are strictly fed vegetable protein and/or 100% organic feed. Furthermore, the breeding cycle of the chickens, which makes a huge difference in the quality and quantity of their meat, often exceeds 40 days, as compared to the industry average of 35 days. The chicken is air-chilled and all of the processing and packaging procedures allow consumers and Metro to offer 18 days of freshness for its consumption and sale. Furthermore, the Irresistibles brand and Ferme des Voltigeurs logos are proudly displayed side by side on the packaging.

“We’re proud to create such a major partnership with Metro, a food distributor from right here in Quebec that cares about product quality, showcasing Quebec products and animal welfare”, said Dominique Martel, President and Executive Director of la Ferme des Voltigeurs. “Metro has been an important business partner for several years, and we’re proud that they trust us to produce their line of private label chicken: tasty products that are more nutritious, less fat and healthier.”



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.