IBL’s BrandActiv launches naturally-reared French poultry product in Mauritius
The poultry will be reared on the farms of Volailles & Traditions – located to the east of the island – for 60 days, against 35 to 40 days for conventional hens, without artificially expediting the process. (Image: Company)
BrandActiv, subsidiary of Mauritius fisheries major IBL, unveiled on Friday, April 25, 2014 a new breed of French poultry, to be distributed in the local market from Wednesday April 30, 2014 onwards.
With Mauritian families turning increasingly health-conscious, BrandActiv is responding for this demand through its Label 60 brand even if “good things take time.”
Volailles & Traditions Ltd, in which IBL is an important stakeholder, will be in charge of the chicken breeding of the Landes poultry, which are still known for being raised in pine forests in France, in the most natural manner possible.
Accordingly, the poultry will be reared on the farms of Volailles & Traditions – located to the east of the island – for 60 days, against 35 to 40 days for conventional hens, without artificially expediting the process. Each of the five farms has a specific task to perform in the production of this chicken, which will be of the finest quality.
To be fed on a rich supply of corn, these multi-colour-feathered chicks boast high nutritional value and rank high on parameters of quality and taste.
“At BrandActiv, we always lay emphasis on quality products. The introduction of Label 60 marks our continued focus on products which meet the highest standards,” said Jean Michel Rouillard, General Manager of BrandActiv, at the launch.
“We are convinced that this product, a unique development for Mauritius, will appeal to the demanding tastes of the local clientele,” he added.
Jean Michel Rouillard went on to describe the Label 60 poultry as rustic, fed only on vegetables, and not pumped up with any antibiotics or animal meal.
Commenting on the production process, Dominique Lincoln, who is in charge of production at Volailles and Tradition Ltd, said that the reproductive hens which come from France spend approximately 20 weeks on the quarantine farm.
Next, they are transferred to the reproduction farm for the production of fertile eggs which are then sent to the hatchery for the production of chicks.
He added that these chicks are finally transported to rearing farms where they are fed and raised for 60 days.
Label 60 can be found in the fresh food department and deep-frozen shelf of hypermarkets as from Wednesday. This halal chicken will be marketed for a reference price of Rs 180 per kilo.
Meanwhile, in a related development in the poultry space in Mauritius, the ministry of Agro-industry is turning to export as the level of chicken production has crossed the food sufficiency threshold.
Balraj Lutchmeea, the ministry Coordinator of the Food Security Fund, dwelt on this project during the launch of an initiative to support the production of small-scale eggs.
This initiative concerns the neighbouring islands, the member states of the European Union and the certain niche African markets like Botswana.
The president of ‘Mouvement Autosuffisance Alimentaire’ (MAA) Eric Mangar explained that the project of eggs production provides vulnerable families the opportunity to increase their income and gain entrepreneurial skills.
Approximately fifteen families of the NHDC of Dubreuil will get ten plots of land reserved for both agricultural production and breeding as well as five hens will be given to each of them.