Charal

Charal is a French Entreprise of the sector Agroalimentaire specialized in the fresh produce and frozen containing Viande Bovin E.

The Charal group

The beef mark Charal was created in 1986 by the group Vital Sogéviandes , company Parisian of demolition and meat product transformation, which holds several production units then.
In 1997, the company Vital Sogéviandes is débaptisée and takes the name of Charal . Two years later, the head office of Charal is established in Cholet.
The sales turnover of the group, which counts more than 3000 employees, rose to 928 million euros for 2005. Jean Chavel is the managing director of the group Charal.
In January 2007, whereas a new rotting meat scandal bursts, Charal recognizes “a defect of composition” in pieces of meat, while affirming that these batches did not present any danger to the health of the consumers.

Production sites

The group is composed of nine production sites:

Cholet : head office and unit of the fresh produce
Flers (Flowering ash): unit of the frozen products
the Chestnut grove (the Vendée)
Égletons (Corrèze)
Lisieux (Apple-brandy)
Metz (the Moselle)
Nozay/Derval (Loire-Atlantique)
Sablé-sur-Sarthe (the Sarthe)

Some key dates

1986 - Charal launches the Hebdopack , proceeded of Conservation under-vacuum which makes it possible to push back the deadline of consumption of the products up to 23 days.
January 1997 - the Charal group is repurchased by new shareholders (Alliance and Bigard).
1999 - the site of Sanded (in the past SABIM) integrates the Charal group.
2001 - the site of Nozay (in the past Pork-butchery of the Gift) joined the Charal group.

Charal was rewarded by two Oscars for packing in 2004 and 2005.

Some figures

In 1996, Charal carried out a turnover of 4 billion francs.
In 2002, the group counted 1800 paid out of 6 sites and carried out a turnover of 555 million euros.
In 2006, Charal counts more than 3000 paid including 500 butchers. 280.000 tons of meats are produced each year for a turnover of almost 1 billion euros.

Evolution of the group

The Hebdopack was the first product of the Charal mark. The communication of the group then is directed on the innovation produced and the fact that it is the first time in France which “the meat has a name”. The objective is then to give a notoriety to the mark with a strong televisual communication mainly based on humor.

When the first Crise of the mad cow in 1996 bursts, Charal profits from its notoriety (the mark is leader on the market of the vacuum fresh meat in terms of notoriety, with a rate of notoriety of 85%) and little of marks present in rays butchery. Charal then directs its communication on the quality of its products and its system of traceability which makes it possible to identify the exact origin of a side of meat since the stockbreeder to the consumer.

In addition, the group proposes that it is one of the first meat producers to being certified ISO 2001, quality standard given by AFAQ.

After the second crisis of the mad cow in 2000, Charal changes speech and adopts a new slogan: “One does not have finishes making you like the meat”.

In 2003, Charal renovates its logo by integrating there the terms “Savor and Energy” and created a partnership with teams of Nutritionniste S.

Since 2005, vis-a-vis a meat consumption always in fall and a market of the snack bar in full rise, Charal widened its offer and created a range snack bar.

In 2005, Charal receives the Oscar of best packing for the launching of the range snack bar
In 2006, Charal receives the Oscar of the innovation LSA which rewards the unit for its course.
In 2007, Charal widened its range special snack bar “microwave”.

Today, after having communicated primarily on the Charal mark to increase its notoriety, the group communicates on its products, and launches in particular an advertizing campaign for its ground beef.

Sponsoring

In 1989, Charal sponsorisait Loïc Peyron at the time of a competition of veil.
In 1992, Charal supported Olivier de Kersauson at the time of the Trophée Jules Verne.
In 2002, Charal was the official godfather of “Dreams of kids”, an operation which makes it possible handicapped young children to make their first flight.

References

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