This transaction builds on measures du Breton has taken to reinforce its strategic position in the niche market for Certified Humane and organic pork
Les Viandes du Breton, a Rivière-du-Loup, Que.-based North American leader in Certified Humane and organic pork production, has announced it is purchasing Ontario-based Jones Feed Mills Ltd.’s certified organic inventory in a $1.5 million dollar transaction.
This transaction is a continuation of measures duBreton has taken to date to reinforce its strategic position in the niche market for Certified Humane and organic pork, according to a press release from the company. The news follows on the heels of last September’s announcement that the company was investing $30 million to raise 300,000 more cage-free pigs by 2018.
“This transaction represents a $1.5-million investment underscoring our commitment to maintaining existing relationships while fostering new ties with a significant number of pork producers who believe in our initiatives to improve animal welfare,” says Vincent Breton, president of Les Viandes du Breton.
While investing in its own farm network, the Breton family is also always open to the possibility of working with independent producers seeking to embrace the Certified Humane or organic model, according to the press release. “Demand for organic and natural products continues to grow throughout North America,” says Claire Michaud, communications and marketing director for Les Viandes du Breton. “The company is doing what it takes to keep up with this demand among increasingly well-informed consumers who care about animal welfare.”