Poulehouse Paris: An Ethical Egg Venture in France
Poulehouse’s “The Egg That Does not Kill the Hen” was founded in 2017 in Paris, France to disrupt the egg industry by producing an animal friendly, healthier, premium priced alternative product. The case outlines the skillful use of storytelling to build a fair-trade brand using a completely transparent mode of production while balancing the 3Ps of profit, people/animals, and planet. The target market for the product was the conscious consumer, a growing segment in France that makes values-based purchasing decisions. The case addresses the regulatory, industry, and competitor dynamics that impacted the new venture and its ability to build durable competitive advantage. Students learn about the dynamics of the egg industry, the importance of branding, and consumer labelling laws in France. In addition, they may examine the new venture’s growth trajectory and its positioning strategy in an evolving and increasingly competitive space with few barriers to imitation.
In completing this assignment, students should be able to:
- Assess the value proposition of a new venture
- Compare and contrast industry dynamics / regulations in two different countries Journal of Case Studies, Volume 42, Issue 2 2
- Assess the consumer trend of “conscious” consumption, especially in the food sector and its impact on firms
- Evaluate a new venture’s branding and marketing to reach its target customer
- Apply the 3P’s of Profit, People and Planet to assess a purpose-driven new venture
- Evaluate strategic options for a new venture struggling to survive in the context of intensifying competitive rivalry and changes in industry and external environments