The acquisition of chicken brand LeBoucher is a strategic move of GREENFEED to rapidly add a chicken chain to its current “from farm-to-table” product ecosystem, utilizing its strengths spanning over the last 19 years in feed, breed, and integrated farming solutions. This reaffirms GREENFEED’s commitment to developing and expanding a protein-based product portfolio in order to meet the demand for safe and high-quality food of Vietnamese consumers.
LeBoucher has been in Vietnam since 2004 and specializes in chicken and chicken by-products, developed and produced based on experiences of the French management team, with automatic production lines certified internationally by FSSC 22000, HACCP, VFA. LeBoucher is recognized as a trusted chicken supplier for leading brands in Vietnam such as McDonald's, high-end food retailer An Nam Gourmet, etc.
After the M&A, LeBoucher will become the fifth in GREENFEED Vietnam's growing portfolio of food brands, including chilled pork and processed product G Kitchen, fresh pork MAMACHOICE, processed product Wyn, and a broken rice brand G•LALA, together with a wide distribution network including e-commerce, meat shops, supermarkets, retail stores, and restaurants, hotels, schools.
Mr. Quang Thanh Cuong, Member of Executive Committee, CEO of Food Segment, GREENFEED Vietnam said: “We believe that a combination of LeBoucher’s foundation of production and quality brand together with our deep expertise in livestock breeds, feed, and GREENFEED’s consumer brand ecosystem will be able to bring more products that are safe and tasty to consumers. The M&A will help us inch closer to our vision: to comprehensively provide a source of safe and quality protein-based products for the meals of Vietnamese consumers".
Mr. Glon Benoit Alain, LeBoucher Managing Director shared: “After more than 17 years working in Vietnam market, AGH (including LeBoucher) has become Vietnamese consumers’ favorite & trusted brand for its high quality. We believe GREENFEED will enhance the brand even further based on the commitment to quality that we set out, and LeBoucher will reach further to many more consumers".
