Niche product intended for food professionals and athletes, the egg white in aluminum pouch from the Ovocoop cooperative saw its sales jump during the Covid-19 crisis. The sports clientele remains today its primary outlet and, to convince new customers, Ovocoop highlights the advantages of its local production.
Fifteen million eggs : this is the annual production of the agricultural cooperative society Ovocoop, whose Fleur Jaune brand is familiar to all Reunion families with its slogan “Fleur Jaune, the egg in its purest form ». What we know less, is that this slogan is declined in : “Pure proteins, 100% pei and natural” with the liquid egg white that Ovocoop also produces and markets. Coming exclusively from Reunion Island farms, the eggs are clarified to obtain the egg white. The latter will subsequently be sold in bags of 1 kg and 2 kg in nutrition stores., sports halls, the fitness, bodybuilding and CrossFit, which have multiplied in recent years.
A product appreciated by athletes
Also called albumin, egg protein is one of the healthiest sources of energy on the sports nutrition market. It promotes muscle growth, improves recovery and provides a feeling of satiety. Ovocoop also supplies a clientele of bakeries and pastries, restaurants and hotels, where egg white is used in cooking and baking. Furthermore, it is possible to buy it directly from the Ovocoop factory, at the port.
Egg white makes itself known
The cooperative began to promote its egg white to sports and catering customers in 2016-2017.. She now wants to convince professionals and athletes who do not yet know it and rely on imported products.. To do this, Ovocoop has its product tested by the training centers of the Reunion University of Trades and Crafts (FOLLOW). For sports customers, the revised packaging of the pouch says it all in a few words about the dual Reunionese and natural origin and the freshness of the protein. And Ovocoop communicates on social networks.
Master argument : freshness
“We have been really looking to push this product for two years, confides Jérôme Fontaine, Office Manager d’Ovocoop. The pandemic was a bit of a revelation for us with a boom in sales. The attraction faded a little after that, but we understood that there is a much broader demand from athletes, to which our product can perfectly respond. Egg white is the cheapest and lowest calorie protein. It is consumed in particular by trail runners and bodybuilding and CrossFit enthusiasts., who must exert intense effort for a fairly long time. Eggs are processed in less than seven days. This is the guarantee that they are fresh and without the slightest additive or preservative. » On the island around fifteen points of sale offer Ovocoop egg white to athletes, with a concentration in the South-West. “The objective is to double these and have an even distribution between South-West and North-East”, ad Jérôme Fontaine.
