Sodiaal introduces the additional designation “Marques de Respect” to unite its three major brands Yoplait, EntreMont and Candia. The aim is to highlight the cooperative’s values and raise consumer awareness. Sodiaal wants to “turn the act of buying into a militant act”. It is about making the purchase of a product of these brands a conscious and voluntary action in favour of a better long-term remuneration of the farmers, the continuity of the French dairy industry and the ecological transition.
Since 10 September, a TV campaign, followed by a digital advertising campaign, has been providing information about the new designation.