Posted at 23 May 2018

Ensuring total traceability on product sourcing – especially when it comes to chicken – for your final consumers is essential if you want to build a solid relationship based on trust.


Transparency means trust
Some 41% of Canadians and 35% of Americans say they are willing to pay more for meat that is locally sourced.1 Guaranteeing traceability with regard to sourcing, especially when it comes to meat and poultry, is fundamental to ensure transparency and trust. “Consumer pressure impacts the entire industry value chain, from big food players being challenged by new and smaller stakeholders to their suppliers, farmers and slaughterhouses,” says Antoine Coursault, Operations Director, Meat & Seafood at Diana Food. Most key players view storytelling as a way to leverage the issue: for example, Campbell Soup ensures that all of its chicken meat comes from Alabama, while Chick-fil-A guarantees sourcing from cage-free farms in the US. “To meet our customers’ demands and their consumers’ need for transparency, we source our ingredients locally to preserve freshness and all of our plants are ESSC 22000 certified to ensure full traceability from farm to fork,” explains Antoine Coursault.  

From farm to fork
Sustainable sourcing is embedded at the very core of our DNA as it is closely tied to our historical heritage. It is also a basic pillar of our business model and strategy, as we design all of our solutions through backward integration, starting from the raw materials,” adds Antoine Coursault. Diana Food’s agronomists work hand in hand with suppliers to select the best natural ingredients that are optimized through breeding and agricultural best practices to obtain the most outstanding quality. “For chicken, we chose to build our new facility in Georgia to be able to work more closely with carefully selected and audited local slaughterhouses, in line with our high standards on quality, safety, hygiene and animal welfare,” adds Dave Berry, Strategic Project Director of Diana Food US’s new Banks Crossing.


 1 Nielsen, 2017