Jeremie Beyou unveils Vendee Globe campaign

Chicken producer to back double Solitaire du Figaro winner's solo lap

Friday January 27th 2012, Author: James Boyd, Location: France

Maître CoQ, who produce specalist poultry and are now second in the French market, are adding to their marketing campaign by backing the new Vendee Globe campaign of two time Solitaire du Figaro winner Jérémie Beyou.

Beyou is to sail the former Foncia 1, Michel Desjoyeaux's 2008 Vendee Globe winner, which has been rebranded in the colours of the new sponsor. This boat is a Farr-designed sistership to Beyou's Delta Dore, which he raced in the last Vendee Globe. Beyou knows the boat well having sailed to victory on board during the Europa Race in 2009 as well as finishing in fourth place board her in the Transat Jacques Vabre.

For Maître CoQ, the sponsorship will form part of a marketing strategy that aims to expand the poultry specialists market share. Already it is the leading provider in France of 'chicken snacks' and chicken roasters and between 2010 and 2011 their annual turnover increased from 320 to 400 million Euros, with sales up by 18%. In addition to sponsoring Beyou, the company is backing television shows over February until March and in October until November, along with a radio advertising campaign.

"The Vendee Globe, with its regional roots, values, stories of men and women being challenged is part of the culture of the brand Maître CoQ," said CEO Stéphane Barbry. "The Vendee Globe is the most popular water sports event in France, but it also tacked by exceptional human being: raced around the world non-stop, with the mental strength and physical energy needed to tackle the single most dangerous of marine environments. It also reminds of the world of discovery, the rounding the great capes by the historic explorers. This makes it one of the most difficult sporting events but it also capitvates the public for three months. Maître CoQ therefore empathises with the great values ​​conveyed by the event, the commitment to its customers and the will to succeed. For us, this event represents a unique opportunity."

Their skipper Jérémie Beyou is one of the most succcessful sailors of his generation with a career that has spanned 20 years, including 12 Solitaire du Figaros and 11 Transatlantic races to his credit. Last autumn Beyou was also the winner of the Transat Jacques Vabre 2011 sailing on board Jean-Pierre Dick's Virbac Paprec 3. He is best known for his two victories in La Solitaire du Figaro (in 2011 and 2005).

Barbry continued: "Our involvement in the Vendée Globe is a very serious one. It is fully in-line with our corporate strategy. 2010 and 2011 were two years of heavy investments in innovation due to our need to stay competitive. This, together with a large sales momentum has enabled Maître CoQ to record an increase of 25% in turnover and 18% in sales volume. Today, we approach the next phase of our strategy with a need to gain notoriety. But a small business like ours has a limited budget. Therefore, the Vendée Globe fits well with our needs and goals. As it is an event based out of the Vendée it works perfectly for us.

"I would also like to thank Vincent Riou who advised us in our campaign and our choice of skipper. From our first meeting with Jérémie in early December, we found an ambassador who was discreet, courageous, capable of pushing the limits at work. With these common values ​​we quickly concluded that we could build a program together. Moreover, when presenting the program to employees on Wednesday, Jérémie received a standing ovation!"

Beyou responded: "I would like to thank the press after the Solitaire du Figaro this summer and the Transat Jacques Vabre in the autumn of 2011 which helped achieve my ambition to participate in the Vendée Globe. I would like to thank Stéphane Barbry for his commitment and Vincent Riou for putting us in touch. After our meeting in December, everything went very quickly. Employees at Maître CoQ gave me a super warm welcome. Yet when one visits the company, you realise what a hard and complicated business it is: This will give me wings!"

On his choice of boat Beyou said: "We chose Michel Desjoyeaux's former Foncia the winner of the last Vendée Globe. It is a fast boat that is reliable and optimised for solo sailing. Our motto within the team is to make things simple and reliable. Our technical base in Lorient is ready to host the  IMOCA 60 Maître CoQ..."

Beyou has additional partners in the race, including Groupe LDC, Groupe CIAB with the poultry farms of the Vendee region and the Farmers of Auvergne, and Breton Recycleurs.



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