Globus / Charoluxe

Interbev Welcomes German Professionals to Promote the Charoluxe Brand

Seventy German butchers visited France to discover the Charoluxe brand’s livestock-farming model and the quality of the meat they sell to France’s neighbor to the east.

Interbev, the Livestock and Meat Inter-Professional Association, welcomed a delegation of 70 German butchery professionals from the Globus supermarket chain.

The goal of the mission was to promote Charoluxe, the brand Interbev created nearly 30 years ago, in collaboration with the German brand. The visit was well worth the effort, because Germany is France’s largest export destination for beef, with 46,700 tons shipped in 2021 – and Charloluxe alone accounts for one-third of that amount. With an 11% market share, France is the country’s fourth-largest supplier.

“The point of the trip was to introduce professionals from Globus’s points of sale to French livestock-farming methods, as well as to the cattle regions and to Charoluxe’s approach,” Claudine Allain, Interbev’s head of international communication, explains.

Thanks to rigorous standards and specifications, the brand has managed to make a name for itself in Germany. Beef with the Charoluxe label guarantees German consumers that they’re buying meat from young cattle of the Charolais breed that are born, raised and slaughtered in France, and that we’re fed 100% plant-based feed.

Despite a 6.4% decrease in beef consumption in Germany in 2021, French beef still managed to come out ahead, with a 5.3% increase in exports from 2019 to 2021.

“We have been doing events and seminars with German supermarket brands in order to increase brand recognition, and this year, we’ll be launching an Ambassadors Club,” Claudine Allain adds.

The Charoluxe logo is well known to German consumers thanks to both social-media campaigns and tasting events at a number of points of sale. The next step: by the end of the year, consumers will be able to scan a QR code on packages of the brand’s meat to see a video showcasing cattle-farming conditions in France.

More info about Meat sector in France, have a look at our infographics.