New Land
Lur Berri is a French agricultural cooperative founded in 1936 that operates across plant and animal production, retail distribution (16+ Gamm Vert and Mr.Bricolage stores), and premium branded foods (Labeyrie Fine Foods, Arcadie Viandes). It serves farmer-members, retail consumers, and B2B food customers through an integrated multi-vertical agribusiness supply chain.
- Company typePrivate
- Founded1936
- HeadquartersAicirits, France
- Headcount251–500
- GTM typeB2B
- OfferingServices
What New Land does
Lur Berri (filed in the input as "New Land") is a diversified agricultural cooperative headquartered in Aicirits, France, founded in 1936 and employing 251–500 people. The business is structured around three operational poles: an Agricultural Pole spanning plant production (maize seeds via LBS Seeds, vegetables, agro-supplies under Saga Bouet and Cornelis, and cereal valorization) and animal production (palmipèdes, poultry, beef cattle, sheep, pigs, animal nutrition, and livestock equipment through Ax'El / future Lur Élevage and Lurali Mash / former Pédefer); a Distribution Pole comprising 16+ co-branded Gamm Vert garden centers and Mr.Bricolage DIY stores plus a captive fuel-distribution service (Lur Berri Carburants); and an Agri-Food Pole built around premium branded-food subsidiaries, notably Labeyrie Fine Foods (foie gras) and Arcadie Viandes (Label Rouge beef and meat processing). The cooperative engages its farmer-members through the ExtraBerri digital extranet platform, which supports account management and service transactions, and runs proprietary farming programs — Armonia 5S (biosecure livestock farming) and Agro Responsable (responsible plant production) — alongside R&D activities branded as Lur'innov and the TRANSANA research partnership co-financed by FEADER and Region Nouvelle-Aquitaine. Effective July 1, 2026, three subsidiaries (Pédefer, Orizio, and Ax'El) are being consolidated under the unified "Lur" master brand as Lurali Mash, Lur Avenir, and Lur Élevage, respectively.
Revenue is generated across multiple streams: cooperative member dues and offtake, B2B sales of agro-supplies, seeds, animal nutrition, and equipment, retail sales through Gamm Vert/Mr.Bricolage stores and fuel distribution, and branded premium food sales through Labeyrie and Arcadie Viandes. The go-to-market combines B2B member relationships with B2C retail and food distribution. Go-to-market localization is signaled by a four-language web presence (French, Euskara, Spanish, English), suggesting cross-border outreach beyond the Basque core region. No specific pricing models, technology stack details, or quantitative revenue figures are disclosed in the input — the only revenue figure present (110 billion HUF) belongs to a separate Hungarian media entity and is not applicable to this cooperative.
New Land firmographics
Firmographics- Name
- New Land
- Legal name
- New Land Media
- Website
- https://lurberri.fr
- Company type
- Private
- Founded year
- 1936
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Lur Berri is a French agricultural cooperative founded in 1936 that operates across plant and animal production, retail distribution (16+ Gamm Vert and Mr.Bricolage stores), and premium branded foods (Labeyrie Fine Foods, Arcadie Viandes). It serves farmer-members, retail consumers, and B2B food customers through an integrated multi-vertical agribusiness supply chain.
- Ownership category
- akta.pro rank
New Land industry classification
Industry- Product category
- Agricultural Cooperative
- NAICS
- Farm Management Services (115116), Support Activities for Crop Production (1151), Support Activities for Animal Production (115210)
- SIC
- Agricultural Services (700), Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Production-Crops (100)
- akta.pro primary industry
- Supply Chain, Marketing & Contracting Advisory (Grain/Livestock Marketing) (AFACAJAH)
- akta.pro secondary industries
- Sustainability & ESG / Carbon & Conservation Program Advisory (AFACAJAF), Seasonal & Migrant Farm Labor Staffing (AFACAHAA)
Keywords
Where New Land is headquartered
LocationHeadquarters
- HQ city
- Aicirits
- HQ country
- France
- HQ region
- Europe
Markets served
New Land business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
New Land product offering
Product offeringCore offering
Lur Berri is a multi-business agricultural cooperative organized into three poles: an Agricultural Pole covering plant (maize seeds, vegetables, agro-supplies, cereal valorization) and animal (poultry, cattle, sheep, pigs, animal nutrition, livestock equipment) production, a Distribution Pole operating 16+ Gamm Vert and Mr.Bricolage retail stores plus fuel services, and an Agri-Food Pole with subsidiaries such as Labeyrie Fine Foods and Arcadie Viandes. It supports farmer members with agro-supplies, feed, equipment, branded farming programs (Armonia 5S, Agro Responsable) and an ExtraBerri digital extranet for account and service management.
Product overview
Lur Berri is a multi-business agricultural cooperative organized into three main poles: Agricultural Pole (Vegetable Branch including maize seeds, vegetables, agro-supplies, cereal valorization, and Animal Branch covering poultry, cattle, sheep, pigs, and animal nutrition), Distribution Pole (16 Gamm Vert and Mr.Bricolage garden/DIY retail stores plus fuel services), and Agri-Food Pole (subsidiaries including Labeyrie Fine Foods, Arcadie Viandes). The cooperative operates the ExtraBerri digital extranet platform for farmer members and offers branded programs including Armonia 5S for biosecure livestock farming and Agro Responsable for sustainable plant production. Effective July 1, 2026, several subsidiaries are being rebranded: Pédefer becomes Lurali Mash, Orizio becomes Lur Avenir, and Ax'El becomes Lur Élevage.
Differentiator
Problem solved
Functional benefit
Products and services
- ExtraBerri Digital extranet platform for member farmers to access services, manage accounts, and conduct operations with the cooperative.
- Labeyrie Fine Foods Premium fine foods subsidiary specializing in foie gras and upscale food products, sold through retail and food service channels.
- Arcadie Viandes Meat processing and distribution subsidiary offering Label Rouge beef products and other meat cuts for retail and food service.
- LBS Seeds Maize seed production and distribution subsidiary supplying seed to member farmers and external customers.
- Gamm Vert Garden center and pet supplies retail chain with 16+ stores across the Southwest region of France, operated within the cooperative's Distribution Pole.
- Mr.Bricolage DIY hardware and home improvement retail stores co-branded with Gamm Vert across Southwest France.
- Lur Berri Carburants Fuel distribution service supplying fuel to member farmers and the local community through cooperative outlets.
- Saga Bouet Distribution of agricultural supplies including fertilizers, phytosanitary products, and equipment to member farmers.
- Cornelis Agricultural supplies distribution service covering the Haute-Garonne, Tarn, and Tarn-et-Garonne departments.
- Lur'innov In-house research, innovation, and development services supporting agricultural advancement across the cooperative's plant and animal value chains.
- Lurali (formerly Pédefer) Animal nutrition subsidiary producing feed for livestock producers, rebranding to Lurali Mash effective July 1, 2026.
- Ax'El (becoming Lur Élevage) Farm equipment and livestock handling solutions for member farmers, rebranding to Lur Élevage effective July 1, 2026.
- Orizio (becoming Lur Avenir) Agricultural subsidiary supporting cooperative farming operations, rebranding to Lur Avenir effective July 1, 2026.
- Services Contact & Livraison Express Express delivery and contact services for agro-supplies, animal nutrition, and cereal valorization providing J+1 delivery to member farms.
Companies that use New Land
Customer profileIdeal customer profiles2 records
New Land technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
New Land partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights6 records
New Land competitors and assessment
Company assessmentDirect peers
- Euralis: French agricultural cooperative headquartered in the Southwest (Pyrénées-Atlantiques region) with similar multi-business structure spanning agricultural production, food processing, and seed/vegetable operations — the closest comparable in geography and scope.
- Agrial: Major French multi-business agricultural cooperative spanning crop production, livestock, fresh produce, beverages, and agricultural distribution — directly comparable in cooperative governance, multi-pole structure, and member-driven model.
- Terrena: Large French agricultural cooperative with diversified activities across plant, animal, retail, and food processing — directly comparable diversified cooperative structure spanning upstream and downstream value chain.
- Cooperl: French agricultural cooperative specializing in pork production and processing with similar integrated livestock-to-food approach — comparable in livestock pole structure and member-owned governance.
- Axereal: French grain and agricultural cooperative covering crop collection, processing, and farm supplies — directly comparable in cooperative structure and grain/cereal value chain activities (Lur Berri's cereal valorization arm).
- Sodiaal: Major French dairy cooperative covering milk collection, dairy processing, and branded food products — comparable as a member-owned cooperative with significant food processing subsidiaries.
- Maïsadour: French agricultural cooperative in the Southwest (Landes) operating across crop production (notably maize), livestock, and food processing — directly comparable in geography, scale, and integrated crop-to-food model.
- Vivescia: French cooperative group focused on grain and malting barley, with downstream food processing activities — comparable as a French cooperative operating across grain valorization and food ingredients.
Broad incumbents
- InVivo: France's largest agricultural cooperative group operating broadly across crop inputs, grain trading, retail (Gamm Vert parent), wine, and food — a broad incumbent operating in many of Lur Berri's end markets with greater scale.
Others
- Labeyrie Fine Foods (standalone): While currently a Lur Berri subsidiary, Labeyrie Fine Foods operates independently across the broader premium foods sector — relevant for benchmarking premium food brand economics within the group.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
New Land social profiles
Digital presenceNew Land financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Land leadership team
Management profileNumber of profiles
New Land funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Land M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New Land
What does New Land do?
Lur Berri is a multi-business agricultural cooperative organized into three poles: an Agricultural Pole covering plant (maize seeds, vegetables, agro-supplies, cereal valorization) and animal (poultry, cattle, sheep, pigs, animal nutrition, livestock equipment) production, a Distribution Pole operating 16+ Gamm Vert and Mr.Bricolage retail stores plus fuel services, and an Agri-Food Pole with subsidiaries such as Labeyrie Fine Foods and Arcadie Viandes. It supports farmer members with agro-supplies, feed, equipment, branded farming programs (Armonia 5S, Agro Responsable) and an ExtraBerri digital extranet for account and service management.
Is New Land a public or private company?
New Land is a private company. It is classified as management employee owned and is currently operating.
When was New Land founded?
New Land was founded in 1936. It employs 251 to 500 people.
Where is New Land based?
New Land is headquartered in Aicirits, France, in the Europe region.
Who are New Land's main competitors?
Direct peers on record are Euralis, Agrial, Terrena, Cooperl, Axereal, Sodiaal, Maïsadour and Vivescia. InVivo is listed as a broad incumbent. Labeyrie Fine Foods (standalone) is listed as an others.
Does New Land have an API?
No public API is recorded for New Land.
What industry is New Land in?
New Land's product category is Agricultural Cooperative. Its primary akta.pro industry code is AFACAJAH, Supply Chain, Marketing & Contracting Advisory (Grain/Livestock Marketing), with a secondary code of AFACAJAF, Sustainability & ESG / Carbon & Conservation Program Advisory. Its NAICS code is 115116 and its SIC code is 700.