Les 2 Vaches is a French organic dairy brand which is promoting organic production and consumption for more than 10 years.
Brand purpose: Promote a new food model through a joyful & organic production and consumption
Les 2 Vaches’ purpose arised from the observation that milk producers were embarking on the organic production adventure, at the cost of long efforts, but were not always rewarded for this transition as they were not systematically finding opportunities to sell their milk. At the time, in 2006, 40% of organic milk was not valued as such and was sold on the conventional market.
Acting on the belief that milk producers, suppliers, manufacturers, consumers… make a collective animated by the willingness to change practices, to contribute to a better world, to be more transparent, fair and organic, the brand decided to take action. It is committed to offer organic farmers more opportunities through greater market access and to enable them to value all their organic production.
Brand commitment in relation to its purpose
- Support farmers transition from conventional to organic agriculture
- Support 100 projects encouraging consumers' transition to sustainable practices by 2020. The “100 Tâches” is a simple and joyful interactive program, that provides people with simple and concrete proposals of tasks, to act contributing to a better world (going from signing a petition to supporting initiatives for social rehabilitation).
The brand is currently working on defining new targets for the coming years. These targets will be available in a dedicated CSR report which will be published in the coming months.
2018 Brand purpose in action
To drive and spread its purpose, Les 2 Vaches relies on historical activation actions since its creation.
The brand acts through its products with a focus on quality organic ingredients and a choice of generous and natural recipes, but also on packaging with no more cardboard overpacks used on its products (except on a large format).
Starting in 2016, the brand developed a platform for the “100 Taches” interactive program, enabling anyone to submit ideas to do better in food, agriculture or the environment, and supporting on its social networks the ones most connected to its DNA. Additionally, education contents are shared to raise awareness on topics related to the brand purpose (pesticides, environmental impact…) and detailed information is available on ingredients traceability.
In 2018, Les 2 Vaches launched a consumer awareness campaign focusing on biodiversity and soil health. This was achieved thanks to a roadshow which lasted for over 15 days and thanks to the deployment of a physical game “les prairies vivantes” and a digital game “La biodiversit’haie” through which consumers’ participation contributed to planting hedges.
Les 2 Vaches is also highly involved on the field with the development of the specificity living meadows model which promote biodiversity, soil health, carbon sequestration and animal welfare. Since 2010, the brand supports a Danone Ecosystem Fund project called Reine Mathilde which helps milk producers in the Basse-Normandie region in their transition to organic.
Brand progress since its creation
milk producers converted to organic since the brand creation in 2006 (36 in 2017).
hectares of meadow turned into organic in Normandy since the brand creation in 2006.
projects supported since 2016 (30 in 2017)