Les Paysans De Rougeline

What Les Paysans De Rougeline does

Les Paysans de Rougeline is a French agricultural cooperative founded in 1990 that organizes 197 producer families across six member cooperatives in the South of France (Lot-et-Garonne, Pyrénées-Orientales, and Vaucluse), collectively sustaining approximately 3,500 direct and indirect jobs. Its core products are fresh fruits and vegetables—primarily tomatoes (including the specialty La Mariguette variety) and strawberries (including Gariguette)—produced using greenhouse cultivation with innovative infrastructure such as inflatable greenhouses and energy-efficient systems that capture heat from neighboring landfill operations. The cooperative has built a premium positioning stack anchored by Label Rouge certification (achieved for tomatoes in 2023 after six years of development), the Zero Pesticide Residue (ZRP) label (pioneered since 2017 as founding member of Collectif Nouveaux Champs), and additional certifications including IFS Broker/Food/Logistics, GlobalGAP, HVE, IGP, and Agriculture Biologique.

The business model is wholesale B2B: produce is sold through major French retail chains (Carrefour via a blockchain traceability partnership, and Intermarché via tomato production contracts) and wholesale distributors (Profex Toulouse, supplying premium culinary professionals). Distribution is exclusively domestic France. The cooperative also invests in consumer engagement through open farm days, recipe content, and earned media across TF1, France 2, and France 5. Recent strategic activity includes new greenhouse inaugurations at Maubruit and Saint-Cyprien in 2026, the Serres Phénix project (2025), and a multi-year Project 2025-2030 strategic plan. Cadralbret cooperative integrated in 2018, and partnerships with Miimosa Transition provide innovative financing for agricultural transition projects.

Name

Les Paysans De Rougeline

Legal name

Les Paysans de Rougeline

Website

https://rougeline.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Les Paysans de Rougeline is a French agricultural cooperative of 197 producer families across six member cooperatives in southern France, producing premium tomatoes and strawberries sold through major retailers Carrefour and Intermarché under Label Rouge and Zero Pesticide Residue certifications.

Ownership category

akta.pro rank

Product category

Fresh Fruits and Vegetables (Tomatoes and Strawberries)

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Agricultural Production-Crops (100), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Asparagus, Artichoke & Specialty Vegetable Farming (Asparagus, Artichokes, Celery, Okra) (AFAGADAI)

akta.pro secondary industries

Berry Farming (Strawberries, Blueberries, Raspberries, Blackberries, Cranberries) (AFAGACAD), Fresh Produce Distribution (CRAOABAB)

Keywords

• Fresh produce
• Tomato production
• Strawberry farming
• Agricultural cooperative
• Agroecological farming

Headquarters

HQ city

Marmande

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Fresh Produce Sales: Les Paysans de Rougeline generates revenue through the sale of fresh fruits and vegetables produced by member farmers, distributed through retail partners and wholesalers. The cooperative model allows producers to access larger markets while maintaining quality standards.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Les Paysans de Rougeline produces and markets fresh fruits and vegetables — primarily strawberries (Gariguette variety) and tomatoes (La Mariguette variety) — grown by 197 producer families across 6 cooperatives in the South of France under agroecological practices. Offerings include premium certified lines such as Label Rouge (superior gustatory quality) and Zéro Résidu de Pesticides (ZRP, minimal pesticide residues). Produce is distributed to French retailers and wholesalers, with blockchain-enabled traceability available for select partner-branded lines.

Product overview

Les Paysans de Rougeline operates as a unified cooperative organization of 197 producer families across 6 cooperatives in Southern France, producing and marketing fresh fruits and vegetables. The product portfolio centers on core fresh produce offerings (strawberries including Gariguette variety, and tomatoes including La Mariguette variety), distinguished through two premium product lines—Label Rouge for superior gustatory quality and Zéro Résidu de Pesticides for minimal pesticide residue—supplemented by recipe content resources including family and children's recipe booklets.

Differentiator

Problem solved

Functional benefit

Brands

• Label Rouge: Premium quality label for tomatoes and strawberries with superior gustatory quality
• Zéro Résidu de Pesticides (ZRP)

Products and services

• Fraises (Strawberries) — including Gariguette variety

Quantifiable outcome

• 20+ years of RSE commitment with measurable results and permanent dashboard
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• IntermarchécoreChannel Partner/ Reseller/ Distributor · 25 April 2019Strategic partnership with Intermarché for tomato production and supply, including contract farming arrangements. Intermarché is a major French retail chain with significant market presence.
• CarrefourcoreTechnology or Integration · 5 July 2018Blockchain traceability partnership for the Filière Qualité Carrefour tomato line, providing transparency and consumer trust through technology.
• Collectif Nouveaux ChampscoreStrategic or Co-development PartnerFounding member collective that developed and promotes the Zero Pesticide Residue label. Les Paysans de Rougeline's Director General Gilles Bertrandias serves as President of the collective.
• Profex ToulouseminorChannel Partner/ Reseller/ DistributorWholesale client supplying Les Paysans de Rougeline strawberries to Profex Toulouse, who in turn supplies to elite culinary professionals including Meilleurs Ouvriers de France.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Greenyard: Belgian-headquartered global fresh produce supplier offering fresh fruit and vegetables, including greenhouse tomatoes and berries. Comparable in fresh-produce category and European retail customer base, but operates at global scale rather than a single-country cooperative model.
• Agrial: Large French agricultural cooperative with significant fresh produce operations (including the Florette brand). Comparable as a multi-category French ag cooperative with produce, retailer relationships, and certified/premium product lines, but at materially larger and more diversified scale.
• Dole plc: Global fresh produce company with a broad portfolio including fresh vegetables and berries. Comparable as a major fresh-produce supplier to retail channels, but at vastly larger scale, with global sourcing and multi-category reach.
• Bonduelle: French-headquartered global leader in processed and fresh vegetables, including fresh packaged produce. Comparable in fresh vegetable category and French/European retail channels, but Bonduelle's portfolio is dominated by processed/canned vegetables and is materially larger in scope.
• Terrena: Large French agricultural cooperative with activities spanning multiple categories including produce. Comparable as a French ag cooperative with retail-facing fresh produce lines, but at significantly broader scale and diversification than Les Paysans de Rougeline.

Direct peers

• Solarenn: Brittany-based French tomato producer cooperative supplying major retailers with quality tomatoes. Closely comparable to Les Paysans de Rougeline in cooperative structure, product focus (tomatoes), and B2B retail distribution model.
• Savéol: French producer cooperative specializing in tomatoes grown in Brittany, with a similar cooperative structure and product portfolio. Directly comparable to Les Paysans de Rougeline as the other major French tomato cooperative, competing in the same retail channels and premium tomato categories.
• Prince de Bretagne: French agricultural cooperative marketing a broad range of fresh vegetables and tomatoes under the Prince de Bretagne brand. Comparable as a French vegetable producer cooperative with overlapping retail customers (Carrefour, Intermarché) and similar Label Rouge / quality-certification positioning.
• Sicoly: French fruit cooperative focused on premium and processed fruits (berries, cherries, etc.) with quality label positioning. Comparable cooperative model and quality-label approach to Les Paysans de Rougeline's strawberry and fruit offerings, though with greater focus on processed fruit.

Regional players

• Mastronardi Produce: North American greenhouse produce grower specializing in greenhouse tomatoes and other vegetables under the SUNSET brand. Comparable in greenhouse-grown tomato category and premium branding approach, but primarily serves North American retailers rather than the French market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/les_paysans_de_rougeline
• LinkedInlinkedin.com/company/les-paysans-de-rougeline

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 Les Paysans De Rougeline