How raising poultry can be done differently
Delphine Tasiaux-Ladouce took over the poultry farm from her parents, but on one condition: she wanted to do it her own way. She transitioned her farm into a supply chain that is more animal-friendly, transparent, and local. In Colruyt Group, she found a partner for that sustainable shift.
Delphine Tasiaux-Ladouce, Furfooz
You wanted to move away from conventional poultry farming. Why?
“My parents started this business in 1998. My husband and I took it over in 2014. The way chickens are usually raised doesn’t align with our philosophy. So we looked for a different approach. Through mutual contacts, I met Alexandre Manise, Partnership Manager Farming at Colruyt Group. We clicked immediately.”
Why is it better for consumers to buy Belgian products?
Delphine:
“You’re guaranteed a local product of good quality at a fair price. Our products carry Colruyt Group’s ‘Locally grown, locally loved’ label, so they’re easy to recognize. When I shop at Colruyt in Dinant, I sometimes have to stop myself from telling customers: that chicken there, it comes from my farm! (laughs) I’m very proud of that. Consumers are also part of the chain, so they deserve to be well informed.”
Alexandre Manise, Partnership Manager Farming at Colruyt Group:
“With a clear message and a concrete story, you can help consumers understand how important it is to buy Belgian products. The way you shop really does have an impact.”
What does the collaboration with Colruyt Group involve?
“We work in an alternative supply chain with only five links: the hatchery, the breeders’ cooperative, the feed company, the slaughterhouse, and the end customer. It’s much more transparent. Our chickens’ welfare has greatly improved. They live with fewer animals per space, have more light, and each coop has perches and toys. Slaughtering is done with gas, so they don’t suffer. That was a must for my husband and me. Colruyt Group took these investments into account in the pricing structure.”
“The welfare of the animals throughout the entire chain is also crucial for us,” says Alexandre Manise. “But to achieve that, you need to talk directly with the poultry farmers. That’s why this partnership is so strong. Belgian sourcing is essential for Colruyt Group. We want to ensure long-term local supply. In 30 or 40 years, there should still be Belgian products in our stores, produced by Belgian family farms. That’s a major asset for us. But for that to happen, consumers need to support this purchasing policy. By working closely together in the chain, we can respond quickly to what’s happening in the field.”
In what ways do you connect with Colruyt Group?
“I feel a lot of respect, in every aspect. They’re involved and they trust us—those are values I also find important as a business owner. When we started working together, we sat down with Colruyt Group and the other partners in the supply chain. So many conversations—it was fantastic. Now that we have five links in the chain, we’re well aligned. Everyone understands each other’s needs.”
Locally grown, locally loved
This quality label guarantees that the potatoes, fruit, vegetables, meat, and dairy you buy are of Belgian origin. Delphine’s chickens are available in Colruyt Lowest Prices supermarkets, Okay, Spar Colruyt Group, and on Collect&Go.
