physical alterations [of animals]. The
animals have three times more space,
straw at every stage, and so on. It is a
completely different mode of produc-
tion. We are in another world,” says
Breton.
What does this mean for the
consumer? DuBreton brand means
products with 100 per cent natural
ingredients, livestock with access to
roaming areas and shelter, no nitrates
or nitrites, no added growth hormones
and no GMOs in the organic line.
“Consumers want to know where their
food come from, the impact on envi-
ronment and more and more, they are
concerned by animal welfare. Organic
infrastructures did not exist, so we had
to invent it, build the organic network,
farm network, and grain centre with
chain of supply that guarantee integ-
rity of product. It is a lot of investment.
Now we have to stabilize our model
before we go farther. We need to be
responsible and sell the whole animal,
from tail to nose. No waste. We have
to find market for all the product and
by-product.”
Distribution
Canadian stores such as Metro,
Sobeys, Longos, as well as select
Northeastern U.S. chains like Whole
54 BUSINESS ELITE CANADA | JANUARY 2019
