Brand History
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1946
Robert LABEYRIE, born into a family from the Landes, in the southwest of France, set up stall at the Bordeaux market to sell his products (foie gras, Adour salmon and game).
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1963
Robert Labeyrie set up his first production unit of smoked salmon at Saint-Geours de Maremne, in the Landes between Dax and Biarritz. He set up his first cannery in 1971 and a little later sent his foreman to Norway in order to learn the traditional techniques of smoking salmon.
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1987
First TV commercial « The Bentley » : « Labeyrie is for connoisseurs »
Labeyrie was the very first foie gras brand to advertise on TV. This commercial, running for 6 years, had a significant impact on the Labeyrie style.
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1989
Labeyrie started indicating the fishing and smoking dates on its packaging of smoked salmon. This technological advance guarantees that the fish have been smoked as quickly as possible.
Through this quality-minded commitment to freshness, Labeyrie has become a brand of reference in the smoked salmon market.
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1993
New TV commercial « The tree ».
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1994
Labeyrie launched its first smoked salmon from Ireland, selected for its firm and coloured flesh. Ireland has since become a major origin for this market.
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1995
The Indication Géographique Protégée Sud-Ouest (Southwest of France Protected Area Label) was launched. This quality label guarantees that the animals are from the southwest of France and are fed with maize. Labeyrie, a strong supporter of the foie gras producers of the southwest of France, was instrumental in the creation of this label.
All the Labeyrie ducks are from the southwest of France, chiefly from the Landes and Pyrénées-Atlantiques in Aquitaine.
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1996
New TV commercial « The boat ».
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2000
New TV commercial « The reflections ».
Labeyrie celebrated the millennium in a special way with a collector’s range of 18 new products.
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2001
Labeyrie launched its first wild smoked salmon.
Responding to the consumers’ craving for more natural products, Labeyrie broke new ground with the first wild smoked salmon from Alaska.
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2003
New TV commercial « I say yes to Labeyrie only ».
Labeyrie launched its first « LABEYRIE PUR TERROIR » foie gras, an authentic traditional recipe.
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2006
New TV commercial, shot in a Bohemian palace by cinema director Patrice Leconte: « Labeyrism ».
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Labeyrie launched a festive collection: a prestigious selection in limited edition of foie gras and smoked salmon with original, festive recipes for Christmas and New year’s Eve.
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2007
Labeyrie launched health-minded products focused on lightness and well-being: balanced diet smoked breast, salt-reduced smoked salmon.
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2009
Labeyrie innovated once again.
Sea products :
Gastronomic products :