Florette

What Florette does

Florette is a French cooperative-owned fresh produce brand that produces and markets a broad range of ready-to-eat and ready-to-cook vegetable, salad, and fruit products for the French consumer market. The company is owned by 130 market gardeners (maraîchers) operating as a Norman cooperative that is itself part of the larger Agrial agricultural group, giving Florette a vertically integrated supply base from field to shelf. Its product range spans simple and mixed salads (including an organic sub-line), crudités, fresh herbs, salad sauces, toppings, apéritif products (plateaux, tartinables, marinated vegetables), purées, cooked vegetables, 'box à cuisiner' meal kits, vegetable woks, soups, gazpachos, and fresh fruits — supported by microwaveable formats with 1-minute-30-second cook times for certain SKUs.

Florette's core technology is a controlled-atmosphere packaging system ('atmosphère protectrice') that adjusts oxygen and other gas compositions inside packs to slow oxidation, maintain humidity, prevent browning, and protect against contamination during transport and handling. This shelf-life-extending technology is the technical backbone enabling national distribution of pre-prepared leafy products and underpins the brand's 'Frais'ment bon' positioning and 'Satisfait fraîcheur ou 100% remboursé' freshness guarantee.

Florette makes money through two distinct revenue streams: a B2C retail channel distributing pre-packed fresh produce through French supermarkets and hypermarkets to end consumers, and a B2B foodservice channel (Florette Foodservice, florettefoodservice.fr) supplying restaurants, caterers, and institutional foodservice operators with tailored product ranges and volumes. Pricing is not publicly disclosed and is set at standard consumer price points through retail grocery; the company does not run a SaaS, subscription, or licensing revenue model, instead operating on a traditional one-time-sale CPG basis across both channels. Marketing is multi-channel (website recipes, Facebook, Instagram, Pinterest, LinkedIn, YouTube) with a top-of-funnel content focus on seasonal cooking inspiration rather than direct e-commerce.

Name

Florette

Website

https://florette.fr

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Florette is a French cooperative-owned fresh produce brand, backed by 130 market gardeners and the Agrial group, that produces and markets ready-to-eat salads, vegetables, purées, soups, meal kits, and fresh fruits to French retail consumers and professional foodservice operators using controlled-atmosphere packaging technology.

Ownership category

akta.pro rank

Product category

Fresh packaged salads and prepared vegetables

NAICS

Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Refrigerated Ready-to-Eat Foods (Deli Salads, Sandwiches, Meal Kits) (CRADACAH)

akta.pro secondary industries

Fresh Vegetable Wholesale (AFAIACAB), Salad Dressings & Vinaigrettes Manufacturing (AFAKADAC)

Keywords

• Fresh prepared salads
• Ready-to-eat vegetables
• Packaged fresh produce
• Foodservice produce supply
• Cooperative farming

Headquarters

HQ city

Caluire

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. B2C Retail Fresh Produce: Florette generates revenue through sales of fresh prepared vegetables, salads, purees, fruits, and related products distributed through retail grocery channels to end consumers.
2. Foodservice/B2B: Dedicated professional division (Florette Foodservice) serving restaurants, catering companies, and institutional foodservice operators with fresh prepared vegetable products.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Florette produces and markets fresh, ready-to-eat salads, prepared vegetables, purées, soups, fresh fruits, and ready-to-cook meal boxes (box à cuisiner) sourced from its 130 member market gardeners in Normandy, France. Products are sold through French retail grocery chains for end consumers and through a dedicated Florette Foodservice division serving restaurants, caterers, and institutional buyers. Controlled-atmosphere packaging technology extends shelf life while preserving freshness, texture, and nutritional value.

Differentiator

Problem solved

Functional benefit

Products and services

• Les Salades (Salads range — simple, mixed, and organic)

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• SoignonminorOthersSoignon cheese brand referenced in recipe content as a complementary ingredient (bûche de chèvre Soignon) in salad recipes. This represents a culinary/cooking inspiration partnership rather than formal business integration.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Findus Group: Findus produces frozen and prepared vegetable meals across Europe, competing with Florette's frozen and ready-to-cook prepared vegetable ranges.
• Bakkavor: Bakkavor is a major UK-based fresh prepared foods manufacturer serving retail and foodservice with salads, prepared vegetables, and convenience meals, directly comparable to Florette's product mix and channels.
• Fresh Express: Fresh Express is a leading US producer of bagged salads and fresh vegetable products, mirroring Florette's core proposition of packaged, ready-to-eat leafy greens and vegetables.
• Ardo: Ardo is a Belgian frozen vegetable specialist producing IQF vegetables, herbs, and frozen prepared produce, comparable to Florette's frozen vegetable and meal-kit ranges.
• Bonduelle: Bonduelle is the leading French producer of fresh, canned, and frozen vegetables, directly competing with Florette across salads, prepared vegetables, and fresh produce categories in French retail and foodservice.
• Picard Surgelés: Picard is France's leading retailer of premium frozen prepared foods, overlapping with Florette's frozen and ready-to-cook meal boxes, purées, and vegetable products.

Broad incumbents

• McCain Foods: McCain is the world's largest producer of frozen prepared potato products and broader prepared foods, competing with Florette in frozen and ready-to-heat categories across European retail and foodservice.
• Dole Food Company: Dole is a global produce giant supplying fresh and prepared fruits and vegetables, comparable to Florette's broader fresh produce assortment including salads and fruits.
• Green Giant (B&G Foods): Green Giant is an established North American frozen and canned vegetable brand under B&G Foods, overlapping with Florette's prepared vegetable and meal-side product ranges.

Others

• Agrial (parent): Agrial is the parent French agricultural cooperative to which Florette belongs, operating across fresh produce, dairy, beverages, and meat, providing shared distribution, sourcing, and governance infrastructure relevant to Florette's operating model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@florettefrance9357
• Facebookfacebook.com/FloretteFrance
• LinkedInlinkedin.com/company/florette-france
• Instagraminstagram.com/florette_france
• Pinterestfr.pinterest.com/florettefr
• Xx.com/Florettesalad

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Florette