Vivescia, France’s largest grain cooperative and flour miller, is betting wheat grown with fewer inputs can sell at a premium and take 20 percent of the local food-wheat market, deputy managing director Franck Coste said.
The company has drawn up a charter for more sustainable wheat that’s less strict than regulation for organic crops, and is in talks with food makers about supply contracts, Coste said in an interview in Paris last week.
France uses about 5 million metric tons of wheat a year for food, data from crop office FranceAgriMer show. There’s a place for sustainable wheat between conventionally-grown wheat at 200 euros ($278) a ton and organic wheat at double the price, Coste said.
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