This is how our Belgian Blue tastes
Belgian beef of top quality, raised with respect for animal welfare and sustainability, without losing sight of economic reality. Farmer Joseph Conrard and his wife Sonia practice their craft with heart and soul. The entrepreneurial couple is part of the cooperative Les Saveurs d’Ardenne, which collaborates with Colruyt Group.
Joseph Conrard en Sonia Lequeux, Vaux-sur-Sûre
How did the collaboration with Colruyt Group come about?
“I took over the family farm in 1992. Sonia joined in 1995; she, like me, grew up on a farm. We merged our two herds, and our three children also joined the business. We were already supplying animals to the slaughterhouse. When Colruyt Group proposed joining the cooperative Les Saveurs d’Ardenne, I didn’t hesitate. Today, there are about twenty farmers involved, a few of whom sit on the board of directors.”
Joseph
What are the benefits of this collaboration?
“Many intermediaries are eliminated, and we work more closely within the chain. This gives us a fairer compensation and better follow-up. We can focus on the essence of our work because payments are correct, orders come regularly, and deliveries are better planned. Everything is transparent. Every three months, we meet with Colruyt Group to evaluate the collaboration and discuss the figures.”
Joseph
How do you, as farmers, view animal welfare?
“Belgian Blue is a sensitive breed that requires close monitoring. Our infrastructure is adapted to give calves and cows the most comfortable life possible. Our cattle roam freely in and out of their straw-covered barn. They experience little stress and are well-fed and cared for. You can taste that in the quality of the meat. Colruyt Group supports us in this vision."
Sonia
“Welfare and profitability go hand in hand for us. Thanks to the cooperative, farmers receive a performance report after each slaughter. This helps us compare, improve, and become more profitable without neglecting animal care.”
Alexandre Manise, Partnership Manager Farming bij Colruyt Group
What makes this collaboration sustainable?
“We work locally. Our cattle eat food from our farm, and we limit transport distances. For us, it’s mainly about securing the future of the business. The vast majority of cooperative members have a young family member who will take over the farm. That’s also a sustainable way of working.”
Joseph
“Indeed, in 9 out of 10 farms in Les Saveurs d’Ardenne, the successor is already known. That’s quite unique: most farms in Belgium and even Europe no longer stay in the family or disappear entirely. Such generational transitions are extremely valuable to us because we want to collaborate with the agricultural sector for the very long term.”
Alexandre
How does Colruyt Group promote local products?
“In-store tastings bring us closer to the consumer. It gives the farmer a face. That creates a bond and makes our work more meaningful. Take Colruyt Group’s label: ‘Locally grown locally loved’. The logo is eye-catching and makes our efforts visible. Colruyt Group has the means to reach many people. And we benefit from that too.”
Joseph
What do you feel when you see your meat in the store?
“A huge pride. It’s the crown on many years of hard work. We always say we’re extremely proud to supply Colruyt Group. It really brings joy. This is a collaboration with only winners, with guaranteed purchases, transparency, and lots of visibility. We look forward to the future positively. And that works when we operate this way.”
Sonia
“We are indeed very proud. It brings a smile to my face when I see the product in stores and people say it tastes good.”
Joseph
“The direct link between producer and consumer is what makes this project so unique and human.”
Alexandre
Locally grown, locally loved
This quality label assures you that the potatoes, fruit, vegetables, meat, and dairy you buy are of Belgian origin. Joseph’s beef is available in Colruyt Lowest Prices, Okay, Spar Colruyt Group supermarkets, and on Collect&Go.
