Axiane Meunerie launches a sustainable flour: "Savoir Terre"
This flour ties in with Axereal's ambition to become the stand-out sustainable agricultural cooperative through developing competitive sectors that are fair to both farmer and consumer, and which are kind to the environment.
Axiane Meunerie, subsidiary of the Axereal grain cooperative, today launched its own flour, designed to contribute toward sustainable agriculture, called "Savoir Terre", in response to consumer expectations.
This flour, sold in 1 kg bags, will be on the supermarket shelves from this April.
It is made from 100%-French wheat from identified farmers in the Centre-Val de Loire region and bagged in our mill at Reuilly (Indre). The wheat is grown according to the best practices determined in the framework of our CultivUp approach.
Axiane Meunerie guarantees fixed remuneration for the farmers involved in the "Savoir Terre" initiative to protect them from the vicissitudes of the market, and signs three-year contracts with them in the framework of a transparent, balanced and lasting relationship.
Our sustainable agriculture approach: CultivUp
In 2017, Axereal launched the CultivUp farmers' certification initiative, built around best farming practices in economic, social and environmental terms. In this way, Axereal is developing with its cooperative members a collective project for sustainable agriculture. More than 2000 farmers are involved in this audited and controlled initiative.
"We are proud to launch our 'Savoir Terre' brand, the first wheat flour to contribute toward sustainable agriculture in mass retail, in response to the expectations of consumers. It's the fruit of the joint commitment of stakeholders in the sector," says David Hubert, director of Axiane Meunerie.
Jean-François Loiseau, Axereal Chairman, explains: "We want to reinforce the sustainable and structural link between farmers and consumers, based on solutions that create value and which are kind to the environment."
What is more, our "Savoir Terre" brand ploughs 1% of its turnover into environmental protection associations, through the "1 % for the Planet" organisation.