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Pasture-based Poultry Production in FrancePasture-raised poultry is the leading product in a program in France called Label Rouge. This program provides premium products to consumers, increases farmer income, and strengthens rural development. It consists of many regional producer-oriented alliances, called filieres, which produce and market their own branded products under a common label. A third-party certification program ensures that strict standards are being followed. Other countries are beginning to take note of the Label Rouge program.HistoryLabel Rouge began 40 years ago as a grassroots movement led by visionary farmers. As poultry became more industrialized after World War II, demand grew in France for the taste of traditionally raised farm chickens. Label Rouge performance has been "stunning" and now accounts for 30% of poultry sales to the public, in spite of its high price – twice the price of conventional poultry.The Label Rouge program focuses on high-quality products, mainly meat, with poultry as the flagship product. It emphasizes quality attributes such as taste and food safety, and free-range production practices. The average consumer can note a positive difference in taste between Label Rouge poultry and conventional poultry-in fact, regular taste-testing is a certification requirement to prove that these products are "vividly distinguishable" from conventional poultry. The main reason for the superior taste is considered to be the use of slow-growing birds instead of the fast-growing birds used in the conventional industry. The slow-growing birds are from specialty "rustic" genetic stock and are harvested close to sexual maturity. The meat is flavorful and firm, but not tough. |
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