How did the business start ?

Union Fromagère Jeune Montagne is the merger of two cooperatives, notably the larger Jeune Montagne cooperative and that of Thérondels (300 tons of Cantal cheese). Located on the Aubrac plateau (cradle of the original Aubrac breed), the former was set up in 1960, at the initiative of André Valadier, representing a group of young milk producers. Before that, Laguiole cheese production took place in the “burons” (small shepherds’ huts in the mountains), when the herds are moved to the grazing grounds. From 300 burons and 700 tons of cheese at the beginning of the 20th century, the number had fallen to 30 burons by 1960 and a few tons of cheese; hence the decision to create a cooperative to make Laguiole AOC cheese (47 kg, 40 cm high, 20 cm in diameter) from untreated whole cow’s milk. Jeune Montagne is the leading producer of Laguiole AOC in France, with two traditional producers.
We are the heirs to a tradition, transposed to modernity. The Laguiole AOC cheese and Aligot from Aubrac are both traditional and modern. We are defending some real values, which are quality products and an attachment to the land. 

What do you produce ?

Today, we produce about 800 tons of Laguiole AOC, as well as another traditional product from our region, called Aligot from Aubrac, which has accompanied the history of cheese through the centuries but was on the point of becoming extinct.  
We resuscitated it in the 1980s. In the Middle Ages, it was a blend of cheese and bread (without the crusts) (replaced by potato in the 18th century), which was made by the monks from the abbey of Aubrac for pilgrims on the way to Santiago de Compostela. The word ‘aligot’ comes from the Latin ‘aliquod’ meaning ‘something’. Today, the recipe contains fromage frais (fresh Tomme), crème fraîche and potato. We sell about 1,400 tons of it (ready-made or fresh Tomme).
The two products are made from the milk of two dairy breeds - Aubrac and Simmental – according to draconian specifications. Our company includes a conversion unit (standard cheese making), a maturing unit (seven  cellars holding a thousand units each), a manufacturing area, a gallery open to the public, a laboratory and an administrative part, totalling 4,500 m2 in Laguiole.
We group 80 members (milk producers) who supply us with their production, in return for a higher than average milk rate and shares in the cooperative.  

Who is your clientele ?

In the first place, we have our store for direct sales, attached to the business premises, which represents a significant volume. In addition, we work with Rungis wholesalers (15% of our volumes). Similarly, we have wholesalers in the southern region, specialized in the catering trade, who sell our products to collective and commercial catering clients. Lastly, there is the ‘frozen’ circuit and mass retailers. In total, it comes to just over a thousand clients, with the largest being the wholesaler sector (30%).

What is your growth strategy ?

Regarding the Laguiole, our development is based on an increasingly higher quality product, more matured, upmarket and differentiated, with a ‘Grand Aubrac’ Laguiole (matured 10 months), a ‘Selection’ Laguiole (matured 6 months) and a very mature Laguiole (matured 14 to 16 months). The average maturing period is seven months. In the last seven years, 50% of the standard Laguiole (matured 4 months) has been replaced by more matured Laguioles.
Besides the Aligot, we are developing some new recipes inspired by traditional dishes from our region. In fact, in the last three years we have gradually increased our exports to the USA (+5%) and the EU.

How do you see the cheese market ?

Our business has had 10% annual growth for the last eight years and 2008 was an excellent year. However, we have seen some fluctuations on the milk market with sharp rises and falls. We are protected from these contingencies because we are aligned with our milk producer members.
At national level, there has been a fall in consumption tied to the higher prices. Similarly, traditional cheese sales by the slice have dropped significantly.

What do you think of Rungis Market ?

Our business has had 10% annual growth for the last eight years and 2008 was an excellent year. However, we have seen some fluctuations on the milk market with sharp rises and falls. We are protected from these contingencies because we are aligned with our milk producer members.
At national level, there has been a fall in consumption tied to the higher prices. Similarly, traditional cheese sales by the slice have dropped significantly.