Trends: the taste of authenticity Consumers mark great interest for authentic and regional products whose quality is thus enhanced.

We meet their expectations with a fine cheese platter from our regions: Maroilles Fauquet, Époisses Berthaut, Etorki, Le Brebiou des Pyrénées, Le Mottin Charentais, Bresse Bleu or Le Vieux Pané.

We have adapted several of these cheeses for self-service distribution to render them more accessible and we also engage in active promotion via cut cheese counters to which we attach great importance.

Our Institut de Formation des Crémiers Fromagers training institute provides regular support to the sales staff of hypermarket and supermarket cut cheese counters. A warm welcome and advice are key to building customer loyalty and that requires both knowing how to listen and real knowledge of the product.

We have adapted our cut cheese counters to the evolution of patterns of purchase. Cheese cut and wrapped in the store now represents more than half total sales because customers appreciate having free access to portions adapted to their needs and to their budget.

We provide the counters with impetus by engaging in major promotional campaigns such as the nationwide Proud of our cheeses campaign with numerous store events coupled with reductions and reimbursements. Such campaigns both stimulate sales and help new consumers appreciate the cheese wealth of our regions.

SAINT AGUR

NUMBER 1 FOR BLUE CHEESE IN FRANCE In 2014 Saint Agur, the famous blue cheese, became number 1 in its market*. Manufactured in the Velay Mountains in the Haute-Loire region of France, in the greatest tradition of cheese-making know-how, its personality is unique: both strong and melting for the peak of pleasure.

With its taste that is simultaneously sharp, fruity and mellow, and its authentic veining, it is equally appreciated in the United Kingdom where it has confirmed its place as the market leader for the blue cheese segment.

* Source: distributor panel

LSA TROPHIES FOR INNOVATION

Providing self-service access to cut cheeses, thereby giving the counter assistant time to be a fully-fledged advisor: such is the principle of New Cutting.

Our concept reconciles freedom of choice and speed of service. The cheeses are presented freshly cut, wrapped and labelled. The cutting counter becomes a point of attraction with opportunities to taste products and view demonstrations of recipes. More than 700 stores have adopted New Cutting and six months later, their sales have invariably increased significantly.

2014 Annual Report 19