In the Pyrénées-Atlantiques, a giant drive to sell off the stocks of lamb meat

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With exceptional measures, exceptional device. As Easter approached and when the lamb breeders in the Pyrenees Atlantiques department had the greatest difficulty selling their legs and other chops, three sheep cooperatives decided to create a “Giant drive»Throughout the department. About 700 breeders have responded to this call and will have sales relays every 15 kilometers in the department. While this period represents 30% of turnover for the sheep industry, all stocks have already been prepaid in just a few days on the internet.

Paschal lamb

The milk lamb market in France is mainly done at Easter, explains Daniel Etchebarne, the president of the sheep farm cooperative in the south west at the initiative of the project. We found ourselves stranded for this important period, without control, beak in the water.

So we got together at 3 cooperatives, or almost 700 breeders, to do a drive, as it is a bit fashionable, he continues. We launched an online shopping site where orders are prepaid, and identified 45 delivery points throughout the department so that each resident has a possibility of delivery within 15 kilometers from home.These delivery points will be cooperatives of course, but also parking lots and even stadiums.

On the “drive” website, only one product is offered: a whole milk lamb at 91 euros, for 6.5 kilograms of meat. “We try to remunerate our breeders as well as possible, they receive 7 euros per kilo of meat sold. It’s a good salary, without being crazy either. A little below what we touch per kilo during Christmas, for example.

Immediate success

The success of “driveWas immediate. In just a few days, the 1,000 lambs available before Easter were sold. And even, “we could have sold more but we are limited by the capacity of the slaughterhouses, which had not planned such sales this year when the containment was announced …

For the sector, it is both a financial breath, and a nice moral support. “It is a comfort to us to see that consumers adhere to our project and are sensitive to our future. Our job is not really easy, so it’s nice …“Concludes Daniel Etchebarne. The next orders available on the site will not be delivered before April 16. And the initiative could even expand to Bordeaux in the coming weeks.



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