06/24/2021 | The first stage of this Tour de France started in New Aquitaine with the award of the Limousin Pork Gold Quality award to the Leclerc store in Sainte-Eulalie (Gironde)
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As every year, Limousin Promotion rewards its best distributors by awarding the Blasons d’Or 2020 trophies to artisan butchers and the Qualité d’Or awards to butcheries in supermarkets. These awards are usually given at the time of the International Agricultural Show. Following its cancellation, the industry has adapted by organizing a Tour de France to reward and highlight ten winners at their point of sale. The minibus decorated in the colors of Limousin meats crossed eight regions for a two-week journey in ten stages, ie 4,600 km.
Due to the lack of an Agricultural Show due to the health crisis, the Blasons d’Or trophies and the Gold Quality award could not be awarded to the ten winners, craftsmen butchers and large retailers. Whatever, Limousin Promotion has decided to meet the distributors of Limousin meats by handing out the trophies in their point of sale to put the spotlight on the excellence of their work and promote the know-how of these professionals. .
“It has been 25 years since we have presented the Blasons d’Or to artisan butchers during the SIA and more recently the Qualité d’Or blazons to large-scale butcher shops, explains Jean-Marc Escure, director of Limousin Promotion, but this year, following cancellation, we did the Tour de France in ten stages to give them to them. It is not always easy for the butchers to free themselves one day to come to Paris. They were very happy that we were going to their place and their customers too. This Tour de France should therefore be repeated. ” This operation is an opportunity to communicate around the points of sale and to promote the quality of Limousin meats, namely Blason Prestige beef, Limousin Junior, veal raised under the mother, Limousin pork and Baronet lamb.
To find the best distributors in the four corners of France, Limousin Promotion relies on its network. “Slaughterers and wholesalers offer us candidates for each of our sectors, there may be three or four and up to ten to twelve in Limousin beef for the butcheries or supermarkets categories. Candidates are assessed on their activity, their sales volumes, their progression curve or even their seniority, which allows them to already have a pre-ranking. Then, the members of the sector vote by ranking each of them. This ranking gives them points and whoever does. obtains the most is retained. Beforehand, a file must therefore be submitted for them and that the butchers and supermarkets undertake to receive us. “
Meet the winners
The first stage started in New Aquitaine, on May 25, with the award of the Limousin Pork Gold Quality award to the Leclerc store located in Sainte-Eulalie (Gironde), in the presence of Sodiporc and Cap 16. This is the ‘one of the oldest stores engaged in Limousin pork since 1997. Served by Sodiporc, the pair works in close collaboration to offer a very high quality pork. Offered in the traditional department, the product is perfectly highlighted, the presentation neat. The Label Rouge and the IGP guarantee consumers superior quality and a distribution channel that does not go beyond New Aquitaine. During the second stage in Pays de la Loire, the Agneau d’Or Agneau du Limousin prize was awarded to the Super U of Vertou (Loire-Atlantique), in the presence of Limovin. In terms of communication, the store makes maximum use of POS in order to highlight the pieces and the IGP lamb logo. Tastings are regularly organized. The work upstream of the sector to deliver quality animals is very important with the display of provenance. A guarantee of quality and transparency for customers.
The third stage took place in Brittany, on May 26, with the award of the Qualité d’Or Bœuf Limousin prize at the Leclerc store in Vannes (Morbihan), in the presence of LR Viandes, VLF Limoges, Sofrelim and Capel Bovidoc. Between Michel Loho and Leclerc Vannes, it’s a long story with almost 30 years of service for the head butcher. The traditional department has been a red label since it opened in 1999. Defenders of local products, this butcher is attached to French production with traceability. For the fourth stage, head to Hauts de France to present the Coat of Arms of Pork of Limousin to the Philippe Cassel butcher in Valenciennes (Nord), in the presence of Viandes de Corrèze and Paiso. His thirty years of loyalty to the Limousin Label Rouge and IGP pork sector have been rewarded. Thanks to his supplier, he offers constant quality to his customers in fresh pork and prepares deli meats that are very famous in the region. Philippe is the fifth generation of butcher.
For the fifth stage, Ile-de-France was in the spotlight with the Lamb of Gold lamb from Limousin handed over to the butcher’s shop Joël Lombert at the Halles de Versailles, in the presence of Limovin. In the tradition of excellence, the founder of the house from a family of butchers embarked on this profession thirty-seven years ago. With a desire to highlight the work of French breeders and sectors of excellence, it offers its customers selected products. He recently created an organic butcher shop.
Products of excellence valued
The sixth stage was set in Auvergne Rhône-Alpes to award the Qualité d’Or Limousin Junior prize to Auchan Annecy (Haute-Savoie), in the presence of Bigard Cuiseaux, Celmar and Corali. Home to the Limousin Junior Label Rouge, this Auchan store invites Celmar breeders several times a year to introduce its customers to Limousin breeding methods. The quality of Limousin Junior finds its place in the self-service section, very recognizable thanks to its “Limousine Quality” labels. The seventh stage took place on June 1 in Provence Alpes Côte d’Azur where the Blason d’Or Limousin calf bred under the mother was handed over to the butcher Labergère de Biot (Alpes-Maritimes) in the presence of Bigard. Cannes, establishments SOL and Elvéa 19. For nearly twenty years, this craftsman has chosen Limousin Label Rouge and IGP veal. His experience allows him to appreciate, at a glance, the good calves selected by Bigard Cannes. The industry finds here a beautiful showcase and a loyal craftsman.
For the eighth stage, we remain in this region with the Blason d’Or Limousin Junior awarded to the butcher Rémy Chambert of Saint-Genest Malifaux (Loire), in the presence of VLF and Sofrelim. This young man took over the butcher’s shop in his town. By committing to Limousin Junior, he convinced new clients by the quality of his work, first with his mother, then by surrounding himself with seven people in less than three years. He adapted to the health crisis by creating a website to develop his turnover. For the ninth stage, on June 3, head to Burgundy with the award of the Qualité d’Or prize for Limousin veal raised under the dam at the Super U in Prissé (Saône-et-Loire), in the presence of the Sol and Elvéa establishments19. The head butcher, Jérôme Saint André, has been involved in the Limousin veal sector for more than three years and has carved out a fine reputation for himself. The shelves are always very well kept and the selection, managed by the company Sol, allows him to have exceptional calves all year round.
The final stage of this Tour de France took place on June 4 in New Aquitaine. The Blason d’Or category three labels was awarded to the butcher shop Pergola de Montignac (Dordogne), in the presence of the VLS, VDC and Badefort establishments as well as the production organizations Sofrelim, Capel, Elvéa 19 and Païso. Emblematic character of Montignac, Dominique Pergola is recognized by all for practicing authentic know-how. A great defender of label products and a lover of the butcher shop of the past as he likes to call it, he prepares many specialties. These grandmother-style lasagna, its sausages and dried duck breasts with foie gras are really delicious. In addition, it is the first supporter of his apprentice Dylan Colin, from CFA Boulazac, who won the gold medal at the last trades Olympics. The Pergola butcher’s shop trains young people in the idea that this profession is quite an art. History to ensure the succession in the purest tradition.
Finally, the operation “My butcher at the coast” started a few months ago continues with a stage scheduled in Limousin, September 24 and 25, after the national Limousin cattle competition scheduled, from September 17 to 19, in Limoges at the Champ de July.
By Corinne Mérigaud
Photo credit: Limousin Promotion
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