Label Rouge beef: an interprofessional response to environmental and social concerns

The French livestock and meat interprofessional organisation (Interbev) committed to a move upmarket in production to improve the image of beef in the face of the various controversies to which it is subject. The ambition is to massively develop the Label Rouge approach for beef cattle, and not to create a new market segment. The central element of Label Rouge beef production systems is grassland, and the feed autonomy at farms level. Resource management, environmental impact and animal welfare are major concerns for the industry. Despite an interprofessional communication campaign focusing on Label Rouge, Label Rouge meats only account for % of the beef market, despite the very high potential for supply. Demand is an obstacle