Tuesday September 19, 2023 saw the 25th FEEF d’Or ceremony at the Casino de Paris. It was an opportunity to honor 10 SME/SMI/retailer collaborations. We were delighted to receive an award for our work with Carrefour on the national listing of Petit Épeautre du Velay.

Organized by the FEEF, the ceremony honored the 10 best collaborations under the patronage of Olivia Grégoire, French Minister for Small and Medium-sized Enterprises, Trade, Crafts and Tourism.
Olivia Grégoire, French Minister for Small and Medium-sized Enterprises, Trade, Craft Trades and Tourism, opened the evening’s proceedings. She confirmed her support for SMEs on the eve of negotiations between distributors and retail suppliers. .

Léonard Prunier, Chairman of FEEF, said in his introduction: “The current context, marked by inflationary pressures, demonstrates the need to strengthen long-term partnerships between SMEs and retailers. This means passing on costs fairly, to ensure the economic equilibrium of our companies, and engaging in open dialogue to develop business and meet societal expectations. SME processors are in the vanguard when it comes to meeting the challenges of food and industrial sovereignty and ecological transition. With their local roots and social commitment, SMEs are also the best allies for retailers, helping them to better remunerate upstream farmers, create purchasing power, differentiate themselves and innovate for consumers. In short, they promote value-creating trade, which the FEEF d’Or awards fully illustrate!

Jury highlights

Sabarot (43, Auvergne-Rhone-Alpes) and Carrefour have taken up the challenge of democratizing the consumption of French pulses and supporting the local Petit Epeautre du Velay production chain.

60 years of collaboration.
Common will of to support the local of Petit Epeautre du Velay
Development of a local cereal industrya source of additional income for farmers.
Referencing superior to traditional innovation, and deployment of a dedicated dedicated sales force to support product listing
Comprehensive and attractive comprehensive and attractive (catalog promotions, “My opinion makes it free” program, discount vouchers)
Promote the sector to consumers via a specific media plan launched by the SME (TV, TV replay, social networks).

To coincide with the 2023 harvest, we set out to meet Paul and Nicolas DUMAS, organic farmers from father to son. Paul has been working with Sabarot for over 40 years. In particular, he grows our two flagship products: A.O.P. Lentille Verte du Puy and Petit Épeautre du Velay.
When he retires, Nicolas will take over and perpetuate the ancestral farming know-how handed down by his father. Paul will then be able to enjoy his work in peace, while keeping a watchful eye on his son’s progress.