Founded in 2020 by Arthur Lemaire and Alban Cherrier, Althur&Co is launching its brand of asparagus grown in the Landes de Gascogne in partnership with Fermes Larrère. Through this partnership, the two companies aim to demonstrate their commitment "to promoting French agricultural expertise and offering products of incomparable freshness." The two partners presented the new brand at the 61st International Agricultural Show in Paris.
Althur&Co offers a direct distribution model (with no intermediaries) and personalized service, promising optimum freshness thanks to the total absence of storage.
"This approach enables us to guarantee volumes from upstream to downstream"
After four years of collaboration, Althur&Co's white asparagus from France is here. The two partners are committed to adding value to 100% of the products. Each asparagus is harvested on demand to guarantee freshness and traceability. The brand is divided into 3 categories based on the quality and visual aspects of the asparagus.
Creating a brand was "a natural progression for Arthur&Co," explains Alban Cherrier. "We wanted to make a long-term commitment to our various partners and consolidate a strategic partnership with a producer who shares our philosophy. This approach also enables us to guarantee volumes from upstream to downstream, while remaining faithful to our commercial approach, from zero waste to premium quality."
"This first vegetable is part of a wider dynamic"
Althur&Co, which now works with approximately 180 producers spread over several production areas, wants to go further. "This first vegetable is part of a wider dynamic. Our ambition is to offer a product throughout the season by working with different production areas while maintaining our selective approach. We will be working with both Fermes Larrère and other like-minded producers across the region." Before extending its range, Althur&Co first wants to "assess the impact of this first season on a very targeted product. This stage will enable us to analyze the feedback, the benefits, and the areas for improvement before extending our range," explains Arthur Lemaire.
National reach and European ambitions
With a double-digit growth forecast for 2024 and already 350 references available throughout the year, Althur&Co wants to continue strengthening its presence in the French market. But the company also wants to develop its international activities to "promote French agriculture and its unique know-how." Already present in the UK, Switzerland, Germany, and Italy thanks to its initial partnerships, the company also wants to explore new horizons, notably in Spain, Eastern Europe, and even Nordic countries. "We remain open to opportunities and will take the time to select solid partners aligned with our vision to pursue our international development."
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