The new eco – The “Nous Autrement” brand to promote Bourgogne-Franche-Comté products

The “Nous Autrement” brand was officially launched by the BFC Alliance, born from a union of the three large agricultural cooperatives of the greater region, Dijon Céréales, Terre Comtoise and Bourgogne du Sud. It intends to promote all the agricultural productions of our regions and help to market them. But to benefit from this label, farmers must adhere to a charter containing eleven points and receive the approval of a commission specially responsible for selecting producers.

The protagonists of the brand “Us otherwise” during the official launch press conference in the premises of Dijon Céréales © Radio France
Christophe Tourné

Where can I find “Nous Autrement” brand products?

Concretely, the brand must gradually make its appearance in the 51 Gamm vert stores in Bourgogne-Franche-Comté. The products that will be stamped “Nous Autrement” are part of a fairly wide range of ranges:

– plant (cereals, oilseeds, legumes) and animal (meat, eggs) productions;

– processed food and local products (flour, cold meats, honey, juice, etc.);

– products intended for the garden (plants and shrubs, growing media of local origin)

– or energy (wood pellets, biogas from anaerobic digestion).

The 12 bakeries of the Dijon Céréales group (“L’Atelier du Boulanger” networks in Dijon and its outskirts and “Fournil de l’Aubes’pain” in the north of Côte-d’Or) as well as the 23 bakeries of the Maison Roger group (Dijon agglomeration ) will also carry “Nous Autrement” through their breads reflecting the know-how of the region’s grain producers, millers and bakers. “This is only the beginning, the brand and the NOUS AUTREMENT approach are open to all those who identify with it and with whom we share the values ​​around quality regional production, valued at a fair price” concludes Christophe RICHARDOT. This brand aims to be modern and dynamic in its display, but also on the move to support the evolution of society by listening to it, especially via social networks.

Clément Tisserand, president and Christophe Richardot, director of Alliance BFC
Clément Tisserand, president and Christophe Richardot, director of Alliance BFC © Radio France
Christophe Tourné

Interview with the director of Alliance BFC, Christophe Richardot

The “Nous Autrement” brand initiated by the BFC Alliance will make its appearance this week in the 51 Gamm Vert stores in the region. She is also present on social networks.

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Among the commitments of your approach is fair remuneration for producers, how?

“Us otherwise” is a very structured reflection on how to understand this “umbrella” brand which will flow through all of our activities, I hope, on local SMEs, but also on short supply chain products. This approach of “fair” prices is our credo and we can practice it because we are at the crossroads between production and the consumer, as a cooperative and therefore we know at a given moment when we are buying the product. , whether this product is fair and just for the producer or if it is not. It is important to us, and it is important. When you have wheat that has sometimes extremely low global costs, which is no longer the case today, unfortunately we have producers in Bourgogne Franche-Comté who work against the margins. We cannot influence world prices, but regional approaches. We have a role to play in preserving this fair return to the farmer.

Does this risk translating into higher prices for consumers in the end?

Not necessarily. We will see how it will be put in place, but in any case, this brand, it will especially highlight local products, highlight this “local consumption” side that the producers want to put in place and that instead, consumers nodded in an unfortunate period of Covid. But somewhere, for our agricultural world, we realized that we had gone from a fairly marked agri-bashing to a profession that is becoming a priority for the nation. The objective is not to increase prices, but rather to have a slightly different view from the consumer on the good local products that our farmers produce. We are not on a price increase, but more on a volume that is a little more substantial and a little more local in terms of everyday consumption.

There are already labels like “100% Côte d’Or”, or “Made in Jura”. Are you in competition or are you complementary?

The BFC Alliance is aptly named and that means that we are working in partnership with a relatively large number of players in Burgundy Franche-Comté, including with the departments and with the region. The objective is really for them to be partner brands. Obviously, we can very well stamp “Nous Autrement” on “100% Côte-d’Or” products and then “Nous Autrement” on products that are largely regional. We are going to discuss with all these people to launch great brands, that is to say to find the right match and the right positioning of the cursor so that the combination of the two communications and strategies go in the same direction. And somewhere, 100% Côte d’Or is also fair trade and the local brand that will be developed by the region, also defends a fair price for producers. So there is absolutely no reason for us to be a competitor, all our efforts are in the same direction. We are going to be on a process that will allow unions to gain strength, to take a step forward and to meet success with these great initiatives.

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