Contents - Maïsadour

Transcription

Contents
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Annual general meeting 2014:
press release
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Maïsadour committed for
another year to developing
our cooperative model
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CSR: new assessment in 2014
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Figure, key dates…
activities in great detail
our
core
Press contact: [email protected]
Christelle Chabasse, Maïsadour Communications Manager: +336 85 90 12 68
Wilfried Gonidec, Maïsadour Communications Officer: +336 08 92 92 52
Hagetmau, 2 December 2014
Press release
Annual general meeting 2014: our economic model proves its effectiveness
The fundamentals of our Group remain sound. Our cooperative model has demonstrated its
effectiveness in a turbulent year in 2013/2014 for many of our activities (calamitous spring of
2013, a sharp drop in our collection volumes, a decrease in seed harvests in the South West,
very sharp devaluation of the Russian and Ukrainian currencies, restructuring of the salmon
business, etc.). We have managed get through this very particular and exceptional period
thanks to emergency preparedness and risk pooling.
Our economic model remains resolutely oriented towards our members and a strategy of
diversification in food-processing based on strong and recognized brands.
A balance between upstream farming activities and downstream activities in direct contact
with consumers (Delpeyrat, Comtesse du Barry, Fermiers du Sud-Ouest) is still central to our
growth strategy .
Growth continues to be driven by innovation, social and environmental responsibility and
foreign trade.
A growth that retains its essence, namely preserving the social and economic life, developing
the agricultural practices and capitalizing on the agricultural production of our region, the
South West.
Our organizations are geared to the markets and our Group continues to grow in a controlled
way while remaining mindful of alliance and growth opportunities.
1.55 billion euros of sales
A detailed table of all operations carried out in the financial 2013-2014 year was presented at
the
Group's
annual
general
meeting.
Michel
Prugue,
Chairman
and
Thierry Zurcher, Managing Director, in turn presented the Group's strategy, performance and
figures.
With 1.55 billion euros of sales and an EBITDA of approximately 52 million euros (up 6%),
Group sales are up 4%, both in Agricultural Division and in downstream activities (Fine
Foods Division, Poultry Division).
In a context of falling household consumption, our restructuring and pooling initiatives to
boost the cost effectiveness of the Fine Food Division (Sarrade, Delmas, Comtesse du
Barry) have proved their relevance. Despite these difficult conditions, Delpeyrat has
sustained its growth on its markets.
The industrial reorganization of the Poultry Division (Fermiers du Sud-Ouest) in 2012/2013
has borne fruit, with a return to profitability and significant growth.
There are many reasons to be satisfied with the 2013/2014 financial year, a very particular
one all things considered, in seeds, animal nutrition and poultry alike.
 The seeds business continues to conquer new markets, showing very significant
growth in sunflower seed (up 30%). Development is driven by international trade,
more particularly through an exclusive trading partnership with Jouffray-Drillaud.
 In animal nutrition, Sud-Ouest Aliment is the leader in the region with a 32% market
share, showing high growth in its volumes.
 In poultry, all breeders are mobilized to meet the demand of Fermiers du Sud-Ouest
in the long-established areas of production like Landes, Gers and Périgord,
spearheaded by the St Sever brand.
Agriculture: how do the French regard it?
This year, the Group's chairman Michel Prugue invited Roland Cayrol, political scientist and
founder of the CSA polling organization, to attend the Group's annual general meeting.
Associate director of research at the Fondation Nationale des Sciences Politiques (political
research centre of Sciences-Po) and a regular commentator and contributor on France-Inter,
France 2, France 3, France 5, RTL, BFM -TV, Europe 1 and Le Parisien, Roland Cayrol drew
on recent polls among the French population to set out his vision of agriculture.
The theme of his talk: What role does agriculture (and food-processing) play in French
society? Is this economic sector economy an opportunity for the French economy? How can
the cooperative model make sense and provide stability in a society that is losing its
bearings?
Since June 2014 and the year-end closing
July 2014:
 Fine Food: approval granted to export Bayonne ham to the United States.
 Sud-Ouest Aliment: 1st project certificate issued in France for the fish food
factory project in Arue-Roquefort (40).
August 2014:
 Seeds: second dryer on the Mogilev production site in Ukraine brought into
service.
Hagetmau, 2 December 2014
Press release
Maïsadour committed for another year of communication to further developing
our cooperative model
***
The Maïsadour cooperative pursues its commitment
to the national campaign promoting the cooperative
business model, initiated by the Alliance of
Agricultural Cooperatives (ACOOA).
This editorial campaign is aimed primarily at citizens. It sets out to influence policies
and opinion leaders and federate the farming cooperative movement.
Year 1 shows encouraging results

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An asserted identity
A TV campaign seen and liked by 40 million French viewers
Mobilization of the "cooperative community" set in motion
Tangible signs of "public" media presence
Record number of visits on our stand at the Agriculture Show in Paris
Public relations operations that brought together the press and the
policy makers
A true digital on social media
The plan for year 2
Two new TV and radio advertising campaigns scheduled for October/November 2014 and
February/March 2015.
On TV, two versions (15’’ and 30’’) of the TV commercial to maximize recognition and recall
of agricultural cooperation.
On the radio, 10 representatives of cooperatives explain in concrete terms the benefits of our
business model for the economy, jobs, governance, the regions, quality and foreign trade…
From 6 to 14 June 2015, the 1st Cooperation Agricultural Week in France, a landmark event
promoting our model and highlighting the cooperatives involved in the campaign.
In December 2015, the launch of a competition between the cooperatives involved in the
campaign… The 1st Trophies of Agricultural Cooperation.
 To show the advantages of cooperatives
 To embrace strategic themes: innovation, youth, enterprise
 To combine public exposure, influence, lively communities, press relations and social
media
 To mobilize cooperatives, the "centres of gravity" of the scheme
 To be the driving force over the next two years: Annual congress, Agriculture Show,
Agricultural Cooperation Week...
Social and environmental responsibility:
Renewal of the AFAQ 26000 assessment, with a better mark
This "confirmed" assessment of our approach to social and environmental responsibility
stems from our Group's desire for continuous improvement, with a mark of 520/1000, higher
than in 2011, when we were first assessed.
The "confirmed" level is the 3rd of the 4 levels of the AFAQ 26000 assessment model (up
to 300 points: initial; 301 to 500 points: progress; 501 to 700 points: confirmed; over 701
points: exemplary). It confirms a degree of maturity in this field that raises many future
challenges.
Plant-based Productions, Garden Centres and Motorised Gardening, Seeds, MVVH
(Delpeyrat, Comtesse du Barry… with the exception of the fish activity), Animal Nutrition and
Productions and Fermiers du Sud-Ouest... All our lines of business were covered by the
2014 assessment.
The Group continues to make progress. In 2011, we were in a period of rapid expansion. So
there was a need for structuring and stabilization in the promising economic climate at the
time.
Since then, the Group has had to cope with cyclical problems, and in spite of that the CSR
process has continued and progress has been made.
This therefore clearly demonstrates that this CSR process is deeply rooted in our values.
Our Group has the real capacity to link cooperative values and CSR practices.
Today social responsibility is clearly understood as being the Maïsadour Cooperative
Group's necessary contribution to sustainable development. The notion of sustainable
development is no longer regarded as a question of ecology but rather as a decision to move
towards models that create aggregate value.
The 2014 assessment in a few figures
 40 days of assessment
 From May to July 2014
 Conducted by a team of 3 assessors
 In total: 140 staff were interviewed and forty or so external stakeholders (customers,
suppliers, administrative authorities, etc.) were interviewed on the phone
Reminder
In 2011, Maïsadour underwent its first AFAQ 26000 assessment conducted by AFNOR
Certification, for its approach to social responsibility formally instigated in 2008.
At the time the assessment covered 25 sites and involved 160 single or repeat interviews
with a number of people within and outside the Group.
We got a mark of 464/1000, corresponding to the AFAQ 26000 "progress" assessment
category.
Focus on our core activities
Agricultural Division
Plant-based Productions
The year was particularly affected by torrential rain on farms in the spring of 2013.
 Significant losses in yields of cereal maize, sweetcorn, field crops and even vineyards
were of great concern.
 Given the serious shortfall in collection of cereals, we purchased cereals externally in
record amounts, thereby helping strengthen and structure sales of South-West maize
(a win-win customer/markets strategy).
Insurance and security
Under these circumstances and to safeguard our members' income, Maïsadour developed a
"harvest insurance policy" in the form of a "climatic hazard" group insurance contract.
Similarly, compensation funds for the producers' organization and sweetcorn producers were
used heavily for specialised production.
Decision support
A new decision support tool: Irré-LIS®, the irrigation control decision support tool developed
by Arvalis-Crop Institute. This system supplements the range of agro-support tools (Phytnès
and Epiclès).
Organic farming
Maïsadour is strengthening its development strategy in organic farming by joining Agri Bio
Union, a union of specialized cooperatives.
The certified surface area of organic farming of asparagus is growing.
Agricultural supplies
The agricultural supplies campaign in the spring of 2014 started early and was completed in
the financial year. Local presence is a key factor of our commercial agro-support policy.
Special emphasis has been placed on direct delivery to farmers to cut distribution costs.
Vineyard turnover continues to recover, agricultural equipment in particular.
Our organization was strengthened following the August 2013 purchase of Inovitis, a
vineyard services micro-business with formally-accredited good environmental practices.
Collection in 2013 and contractualization
2013 was marked by small amounted of collected maize, a very damp and belated period
from mid-October 2013 to January 2014 ( exceptionally high average humidity of 34.5%).
 Quality well below our usual standard.
The surface area used to grow special maize was increased significantly for the 2013 seeds
and bonuses offered to farmers were revised.
Contractualization in 2014 was marked by a drop in prices and covered nearly 4,300
hectares of sweetcorn and 1,000 hectares of peas and beans.
For asparagus, production in 2014 totalled 952 tonnes of quality marketable produce with
good production kinetics compared with the two previous years. Surface areas of Sables des
Landes PGI are on the increase.
Seeds
The record wet spring hit production hard and disrupted sowing and germination; but
efficient joint management of the network of producers, which has worked for many
years, limited the financial impact of the disruption. Seed producers were paid over 90% of
their target gross income.
The 2014 production plan has, of course, been increased in order to replenish stocks.
Despite the low volumes available due to the unfavourable conditions in 2013, Maïsadour
Semences was still able to maintain its market share in maize.
As for sunflowers, a new milestone was reached with an increase of over 30%. it is worth
noting that this rate of progress has been steady every year since 2010.
International Development
Maïsadour Semences' international development continues with sustained investments.
Maïsadour Semences has invested heavily in Ukraine for 9 years. Notwithstanding the event
of recent months, phase 2 of the extension to the Moguilev plant was completed without
mishap. It has enabled local demand to be met, below expectations, offset by the sharp rise
in sales in Russia.
The new research station inaugurated in Romania for its part illustrates our intention to
excel in our core markets.
New territories for setting up in business are under consideration, as in Africa, which
combines strong growth with high potential.
Exclusive partnership
With more than 35 new varieties of maize, sunflower and rape, Maïsadour Semences
remains very competitive compared with the world leaders of the sector. This is the fruit of
research carried out in our laboratories and steady investment in R&D.
The exclusive trading partnership with Jouffray-Drillaud on the international market is
promising: sales representatives from Maïsadour Semences' European subsidiaries sell
lucerne and the Jouffray-Drillaud product range. The operations of Maïsadour Semences and
Jouffray-Drillaud in Hungary have been merged and now drive our development in Central
Europe.
Animal Nutrition
Sud-Ouest Aliment is now the leader in regional animal nutrition with a 32% market share
and 752,000 tonnes of animal feed produced and marketed.
 an increase of 2.3% like-for-like and 17% if we include acquisitions of business
assets.
The primary mission of Sud-Ouest Aliment is constantly being renewed:
 making animal value chains more competitive
 processing local raw materials.
During the year, investments at our 12 production sites in the South West have sustained a
high level of technical sophistication for all products. The Group can thus produce animal
feed as close as possible to where it is used by breeders.
Artificial Incubation
The year was marked by a restructuring of all Group activities.
 a new site producing mulard eggs at Carrère.
This unit enables the two companies incubating mulard ducklings to produce all the
ducklings from eggs whose breeders are used in the South West.
 over 70% of the needs of the Maïsadour Cooperative Group met by the hatcheries
with more than 8 million ducklings produced.
 creation of Caringa Sud-Ouest in partnership with Hendrix Genetics.
This entity structures regional production of chicks and supplies breeders as close as
possible to the two hatcheries of the new group.
With more than 30 million chicks produced, Caringa Sud-Ouest is becoming the
leading producer in the region and exports to Spain and Portugal which
safeguarding its supply chain.
Animal Production
In the year, the Group produced a total of more than 20 million heads of poultry and
palmipeds.
Poultry
The real highlight of the financial year is the increase in volumes of Label chickens
produced for the St SEVER brand.
A new drive is under way. To meet the demand of Fermiers du Sud-Ouest, the region's
producer have mobilized:
 Volumes are in the increase
 30 buildings of 400 m² have been started up with 12 producers
 22 other breeders have invested on the production of free-range poultry with 93
mobile buildings (60 m²).
This increased production capacity will carry on into 2014-2015.
Palmipeds
We note a slight rise of 3% in volumes.
Highlight of the year: force-feeding workshops have been brought into compliance.
More than half of our members' force-feeding workshops comply with European regulations,
which come into force on 1 January 2016.
Service and assistance for breeders
 Sud-Ouest Agri Service, which specializes in poultry capture, continues to provide
reassurance for new investors.
 The commercial description "Nés, élevés, gavés, transformés dans le Sud-Ouest"
(born, raised, fattened and processed in the South-West of France) is used by
Delpeyrat and promotes the region's hatcheries.
 Maïsadour's production organization has made a commitment to deploy the "Palmi G
confiance" charter, initiated by CIFOG, amongst its members.
The charter has several aims:
 Guaranteed application of the European foie gras charter,
 Assistance for producers in an improvement process,
 Due observance of professional ethics.
Élevage Service
The year was positively marked by the ISO 9001 certification of Élevage Service. It is the
first company in its sector to obtain this certification.
This ISO process, integrated into the daily management of companies, guarantee the
conscientiousness and sustainable future of Élevage Service.
With a 20% increase in its turnover, Élevage Service has confirmed its position as market
leader in the South of France. Growth is being driven by sales of collective housing for foie
gras palmipeds at national level, but also by innovation, with the market release of a new
mobile building measuring 60 m², dubbed "Liberté".
Garden Centres &
Motorised Gardening
Division
Garden centres and Soumo
The Maïsadour and Gamm vert garden centres, just like the Soumo stores, convey the
Group's values and commitments to the general public: sustainable development, local
presence, a sense of the soil.
The success of our new loyalty programme and the development of our card has not
offset a market in decline.
This year, the Soumo central purchasing department has achieved a national
dimension and is now the benchmark partner for motorised gardening, for Gamm vert.
At the same time, the chain of stores continues to be restructured with the closing of shops in
Saint-Paul-lès-Dax and Bourg-sur-Gironde and the opening of the Soumo "shop in shop" in
Peyrehorade.
Fine Food Division
MVVH (Maïsadour, Vivadour, Val de Sèvre Holding)
The Fine Food Division has 5 segments:
‐
Delpeyrat, a fine food company and leading brand, both in France
and worldwide,
‐
Sarrade, a confederation of companies and brands promoting regional
produce and skilled craftsmanship,
‐
Delmas, a fresh fish specialist whose standout product is Aquitaine
trout,
‐
Traiteur, ready meals prepared using all types of technology.
‐
Comtesse du Barry, a company and high-end brand
in specialized distribution channels,
Its aims:
 to promote and sustain shareholders' production via recognized brands,
 to meet consumers' requirements for innovation and differentiation,
 to be the benchmark for fine food products and French taste around the world.
The organization matches up with the distribution channels. In view of stable or even
declining consumption of certain products and economic pressure due to continued high
prices, the structuring and pooling measures taken to improve our competitiveness are now
proving their worth.
2013 was marked by a decline and the impact of the economic crisis for the first time.
Delpeyrat maintained its position as No. 2 in foie gras. In the 2013 season, Delpeyrat
developed innovations focussing on product excellence (e.g. "LE foie gras") and promoting
its segments through its guaranteed origin ranges "100% Sud-Ouest" or "Périgord".
In the same context, the cured ham market is virtually stable. Thanks to its strategy of
promoting products from select origins, mainly Bayonne but also Serrano and Italy since April
2014, Delpeyrat has recorded significant growth.
The numbers achieved by Delpeyrat's long-standing foie gras and Bayonne ham activities
were in line with targets.
On a very tense smoked salmon market, Delpeyrat has established itself as No. 2 market
brand in just 18 months. The Superior Delpeyrat smoked salmon range has been
snapped up by consumers and the product was chosen as "Saveur de l'année 2014"
[flavour of the year 2014].
In the first few months of the financial year, the Fine Food Division continued to develop in
seafood with the purchase of Ledun Pêcheurs d’Islande's smoked salmon activities and the
creation of Delmas.
For Comtesse du Barry, this year saw the definition and implementation of a new business
model. The brand concentrates on products made in the South West.
It also develops an offer of gastronomic gifts, including products selected by Comtesse du
Barry, with exclusive brands. For instance, Pariès or Michel Cluzel chocolate, Alain Milliat for
jams from the Pyrénées...
Companies making high-end products will create special recipes for Comtesse du Barry.
When entering Comtesse du Barry shops, you will find opportunities for giving gastronomic
gifts to your friends.
This company is now run as a start-up.
A new shop was recently inaugurated in Lille in early November with the new concept
based on this idea of gastronomic gifts. It will be our flagship for setting up all the shops.
Another shop was inaugurated on 2nd December in Saint-Germain-en-Laye.
Reminder
Foie Gras
(since 1998)
The foie gras division relies on two production areas: Vendée and the South West of France,
through an association of three cooperatives: Maïsadour, Vivadour and Val de Sèvre
(MVVH) and through sourcing of "Périgord" PGI ducks for the Delpeyrat Périgord brand.
Saint-Pierre-du-Mont is the flagship for the 16 gastronomy sites of the South West of France,
established in the Landes, Gers and Périgord areas. They include:
• 5 slaughtering and slicing tools: Delpeyrat in La Pommeraie-sur-Sèvre, Saint-Sever &
Mugron, Vic-Fezensac, Excel in Gibret,
• 7 processing sites (including Saint-Pierre-du-Mont), based in Payrignac for Delpeyrat
Périgord, Aurice and Fleurance for Delpeyrat, Dax for Excel, Lauzerte for Auguste Rey
and Gimont for Comtesse du Barry,
• 2 logistics centres in Thouars, Saint-Pierre-du-Mont.
Ready Made Meals
(since 2006)
Despite a difficult market and the rising costs of raw materials, Delpeyrat Traiteur has
genuine expertise in fresh and ultra-fresh technologies.
• One site in Agen and one in Chinon.
Salt meats
(since 2007)
Delpeyrat is the leader for the Bayonne designation and a challenger on the cured ham
market. Its products are salted and matured for 7 to 14 months.
• One site in Aïcirits (Haraguy), one site in Orthez and another in Sauveterre-de-Béarn
(Delpeyrat Chevallier), one site in Ibos and one in Bordères-sur-l’Echez (Salaisons
Pyrénéennes).
Caviar
(since 2012)
The Delpeyrat brand was well-known in superstores for its numerous foies gras (leader in
delicatessen products in the fresh produce section) and its cured hams. Since November
2012 it has also been selling caviar. A caviar Made in France or more precisely in Neuvic.
The Huso sturgeons production site has been based there since 2011.
For the 2013 Christmas period, caviar was sold under different MVVH brands (Delpeyrat,
Comtesse du Barry, L’atelier du Caviar…) thanks to this Périgord supply chain.
Salmon and seafood
(since 2012)
MVVH bought out the Saint-Ferréol salmon processing plant in mid-September 2012. The
company slices and smokes salmon. This top quality product is sold under the Delpeyrat and
Comtesse du Barry brands. The aim being to develop production of very top-of-the-range
salmon.
In August 2013, MVVH continued expanding in the seafood sector by buying out Ledun
Pêcheurs d’Islande, based in Cany-Barville. It is now a Delpeyrat site.
In December 2013, MVVH acquired the assets of the Norway Seafoods group at Castets and
Boulogne-sur-Mer. These two sites are henceforth controlled by Delmas. At Castets the
activity is fish farming (sea bream, bass, salmon and trout).
The Boulogne-sur-Mer site processes fish fresh from the sea: cod, pollock, hake, rosefish…
Poultry Division
Poultry chain: Fermiers du Sud-Ouest
The ambitions of Fermiers du Sud-Ouest came to fruition during the year, namely:
 monetize the production of shareholders,
 satisfy our customers,
 sustain employment
 a profitable and recognized group
On the basis of its encouraging results, Fermiers du Sud-Ouest forecasts 5.5% growth
driven by its dynamic divisions and a surge in the momentum of its brands (Landes,
Gers, Périgord, St Sever, Marie-Hot…).
We must pursue the strategy of conquest, relying on fast-expanding supermarket and
export channels and an ever more successful traditional butchers business (Marie Hot
brand).
Growth will rely on each of the production areas:
 Femiers Landais, by sustaining momentum on both the butcher/caterer and the
supermarket/superstore segments.
 Fermiers du Gers, by pursuing regional development and boosting volumes
nationwide in association with Gastronome.
 Fermiers du Périgord, by improving its profitability.
Fermiers du Sud-Ouest needs to:
 developing new buildings to support commercial growth,
 strengthen and organize the sales and marketing teams,
 pursue real export ambitions by consolidating our current positions,
 identify new targets to conquer,
 work on the positioning of our brands and on suitable communication plans,
 consolidate its lead in the butchers/caterers segment.
Focus on FSO
The industrial sites of Fermiers du Sud-Ouest:
Fermiers Landais in Saint-Sever and Pontonx-sur-l’Adour, Fermiers du Gers in
Saramon and Condom and Fermiers du Périgord in Terrasson.

Contents - Maïsadour

Transcription

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