What Primeale does

Priméale is the first-range fresh vegetable division of Groupe Coopératif Agrial, one of the major French agricultural cooperatives. Headquartered in Lessay, Normandy, the company operates as PRIMEALE FRANCE, a SASU (Société par actions simplifiée à associé unique) with registered capital of €42,762,840, and is wholly owned through the parent cooperative structure rather than by external shareholders. Its primary function is the production, packing, and distribution of fresh vegetables under a unified consumer brand targeting French household shoppers via supermarket and grocery retail channels.

The product portfolio spans approximately two dozen SKUs across three tiers: core fresh produce (carrots, potatoes, asparagus, flat beans, leafy greens, alliums, leeks, sweet potatoes), premium certifications (Label Rouge carrots from Les Sables de Créances, cultivated in seaweed-amended sandy soils and hand-harvested), and a 'Minute' pre-prepared convenience line (carrots, asparagus, leeks, potatoes, festive kits). Sourcing is anchored in named French terroir regions — Normandy (including Mont Saint-Michel, Créances, Portbail), Landes de Gascogne, and Val de Saône in Burgundy — with supplementary supply from Morocco for flat beans. The company holds a multi-tier certification stack including Label Rouge, Global GAP, IFS, LEAF Marque, and CQC, signaling compliance with French quality, food-safety, and ESG procurement standards.

The business model is one-time retail sale of branded fresh vegetables, with pricing set at the retail/point-of-sale level rather than disclosed centrally. Distribution is single-country and physical-retail focused (French supermarkets and grocery chains), with no app, no public API, and no e-commerce storefront indicated. Marketing is conducted through a content-led website (recipe library, producer stories, seasonal guides), social media, and consumer engagement mechanics including the Fan Zone gamified contest. The GTM motion is sales-led via retail category management, with the export.primeale.fr microsite suggesting nascent international commercial intent.

Name

Primeale

Legal name

PRIMEALE FRANCE

Website

https://primeale.fr

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Priméale is the first-range fresh vegetable division of French agricultural cooperative Groupe Coopératif Agrial, producing and distributing branded fresh and pre-prepared vegetables through French supermarket and grocery retail channels targeting household consumers.

Ownership category

akta.pro rank

Product category

Fresh Vegetables

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448), Vegetable and Melon Farming (11121)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Fresh Vegetable Wholesale (AFAIACAB)

akta.pro secondary industry

Specialty & Gourmet Foods Wholesale Distribution (CRAOAAAI)

Keywords

• Fresh vegetables
• French produce
• Pre-packaged salads
• Agricultural cooperative
• Label Rouge carrots

Headquarters

HQ city

Lessay

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh Vegetable Sales: Priméale generates revenue through the sale of fresh vegetables directly to consumers via retail distribution channels. The company sells pre-packaged fresh vegetables under the Priméale brand through French supermarket and retail chains.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Priméale is the first-range fresh vegetable division of the French agricultural cooperative Groupe Agrial, producing, packaging, and marketing a wide range of fresh vegetables including potatoes, carrots, asparagus, flat beans, leeks, sweet potatoes, onions, shallots, and bagged leafy greens (spinach, mâche, romaine, iceberg, rocket, baby leaf mixes). Products are sold under the Priméale brand primarily through French retail channels.

Product overview

Priméale is a fresh vegetable company operating as the first-freshness (1ère gamme) division of the Agrial Cooperative Group. The company offers a unified portfolio of fresh vegetables across multiple product lines: standard fresh produce, premium Label Rouge-certified vegetables, and 'Minute' pre-prepared convenience products. The core product range includes carrots (with color, seasonal, fane, and Label Rouge variants), potatoes (various preparations including those for raclette/tartiflette, steaming, and Minute products), asparagus (including Minute variants), flat beans, leafy greens (spinach, arugula, lamb's lettuce, romaine, iceberg), alliums (onions, shallots), leeks, sweet potatoes, and festive/seasonal kits. Products are sourced from carefully selected French terroir regions (Normandy including Mont Saint-Michel and Créances, Landes de Gascogne, Val de Saône in Burgundy) and Morocco, with Label Rouge products representing the premium tier grown under strict quality specifications including hand-harvesting and sandy soil cultivation.

Differentiator

Problem solved

Functional benefit

Products and services

• Les Pommes de Terre

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bonduelle: French-headquartered global leader in canned and frozen vegetables with a significant fresh and ready-to-eat range (Bonduelle Fresh Europe). Directly comparable in terms of branded fresh vegetable portfolio, French/European retail distribution, and value-added convenience formats.
• Savéol: French vegetable producer cooperative specializing in tomatoes and fresh vegetables, supplying French retail. Comparable cooperative-style structure, French terroir sourcing narrative, and supermarket channel exposure.
• Lustucru Frais: French fresh pasta and fresh vegetable brand sold through French retail. Comparable French retail distribution model, consumer brand positioning, and overlapping convenience/meal-prep vegetable offerings.
• Florette: Leading European fresh ready-to-eat salad and vegetable brand, distributed via French and other European supermarkets. Highly comparable product/market overlap, with strength in bagged salads, washed vegetables, and convenience SKUs similar to Priméale's Minute line.
• Picvert: French producer and packer of fresh vegetables (salads, leeks, spinach, aromatics) supplying French supermarkets. Direct overlap in fresh-cut and pre-packed vegetable SKUs and in the French retail supply chain.

Broad incumbents

• Greenyard: Large Belgian-listed fresh, frozen, and prepared fruit and vegetable group serving European retailers. Operates at greater scale with broader portfolio but overlaps directly with Priméale on fresh vegetable sourcing, packing, and supermarket supply.
• Del Monte Foods: Large branded fresh and packaged fruit/vegetable producer with global retail distribution. Overlaps with Priméale in fresh and prepared vegetable categories and in serving supermarket channels, though with a much broader portfolio.
• Dole plc: Global fresh produce leader with diversified fruit and vegetable operations, including fresh-cut and convenience formats in Europe. Comparable in fresh produce sourcing and retail distribution, but at much larger and more international scale.

Others

• Cargill (Agricultural Supply Chain): Global agricultural commodity and food ingredient company with vegetable and supply-chain operations serving food retailers and processors. Adjacent rather than directly competing, but relevant as a benchmark for scale, sourcing capabilities, and downstream retail partnerships.

Regional players

• Hortimare / France Légumes (breton cooperatives cluster): Cluster of French vegetable cooperatives (Brittany/Normandy) producing tomatoes, cauliflower, artichokes, and other vegetables for French retail. Comparable French cooperative model, regional terroir sourcing, and supermarket supply, though focused on different crops.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Primeale.fr

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Primeale