What Drives Luxury Perfume Brands to Invest in the Beetroot Industry?
Pour une Agriculture du Vivant: How Parfums Christian Dior, Givenchy Parfums and Kenzo Parfums support French farmers.
Parfums Christian Dior, Givenchy Parfums, and Kenzo Parfums, esteemed houses within the LVMH group, are spearheading a transformative movement in the world of perfumery by joining forces with Cristal Union – a prominent European cooperative sugar group. Their shared mission? To elevate agricultural practices within the beetroot sector, the source of alcohol for their exquisite perfumes.
At the heart of this progressive collaboration lies Cristal Union, a French agricultural cooperative uniting over 9,000 beetroot growers and more than 2,000 individuals dedicated to the production and distribution of sugar, alcohol, and bioethanol.
Empowering Agroecological Progress
In a profound commitment to sustainability, the three perfume houses are generously funding a pioneering project focused on promoting agroecological practices in a vast expanse of 380 hectares of beetroot cultivation in eastern France. This bold initiative aims to fulfill an impressive 45% of their alcohol requirements* while nurturing a thriving agricultural ecosystem.
Guiding this forward-looking endeavor is the Regeneration Index, an ingenious tool meticulously developed and verified by the esteemed association “Pour une Agriculture du Vivant.” This invaluable tool serves to assess the agro-ecological merits of farms and offers unwavering support to farmers in their journey towards progress.
@DioRiviera by @Christian Dior
A Milestone on the Path to Regeneration
Hélène Valade, the Environmental Development Director of the LVMH group, passionately reflects on this groundbreaking collaboration as a momentous milestone within the LIFE 360 program. With ambitions to regenerate an astonishing 5 million hectares of ecosystems, the luxury brand’s commitment to the beetroot sector underscores its integral role in the LVMH Beauty business group’s supply chain. Embracing virtuous production models, these perfume houses collectively strive to honor their profound commitments to environmental stewardship.
Research & Development for Sustainable Innovation
Looking ahead to the future of sustainable beetroot farming, LVMH finances a dedicated Research & Development program in partnership with Cristal Union. Together, they endeavor to explore and test new agronomical practices with a specific focus on two pivotal aspects:
- Reducing Nitrogen Inputs: By optimizing cover crops, innovative approaches will be explored to curtail nitrogen inputs in beetroot cultivation, fostering an environment of ecological balance.
- Embracing Organic Matter: Minimizing the addition of mineral-based fertilizers, the program emphasizes a shift towards increased usage of organic matter, paving the way for healthier, thriving crops.
Bruno Labilloy, the Agricultural Director of Cristal Union, emphasizes their unwavering dedication to agronomic Research & Development and the tailored support they offer cooperative members. He expresses pride in partnering with LVMH for this transformative project that exclusively focuses on the development of agroecology techniques.
Groundbreaking Collaboration with Genesis
As part of this inspiring journey towards sustainable beetroot farming, the three Maisons have joined hands with Genesis, a company that won accolades at VivaTech for their cutting-edge tool measuring soil health and quality. Genesis will diligently collect precise, geolocated data about soil health, enabling a comprehensive assessment of the agricultural practices’ impact on the land and its invaluable contribution to ecosystem functions.
@Dior
