France Fernand Leredde needs no introduction to BN readers. For many years he has been s the number one sport horse breeder in France and his advice is sought by breeders worldwide. He is the founder of the famous Haras des Rouges and his son Xavier, the rider of Papillon Rouge, was one of the top competitors in France (Xavier now operates a trading and competition yard). Mr. Leredde recently created a new, private commercial organisation for Norman breeders...
‘Chevel de Sport de Normandie Promotion SAS’ in a partnership with four other famous families of breeders: Brohier (Tamerville stud), Levallois (Semilly stud), Morel (L’Aumeraie), and Pignolet (Elle stud). This new operation is managed by Guy de Fontaines, formerly in charge of promotion at U.N.I.C. Naturally, Breeding News wanted to know more about the motivation behind this scheme, and Mr. Leredde’s views on the export of sport horses in general.
Q What gave you the idea of founding the breeders consortium Chevel de Sport de Normandie Promotion SAS?
I have always carried this type of project in my mind. Long ago, in 1970, I had set up an agency called ‘Agence Furioso’ with Alain Navet and Jean Claude Evain. Later, in 1990, I created the Normandy Horse Show which was aimed at inviting foreign buyers to a showcase of what Normandy has to offer in a prestigious setting. It was there that the first ever foal sale was organised. It was on that day that François Mathy bought a foal called Champion du Lys (Laeken SF HN - Karene du Lys x Largny xx). [Now ridden to great international success by Ludger Beerbaum.] I had always believed in bringing the best investors together with the best breeders.
A Potential foreign buyers are often afraid to come to France because of the language and culture gap. Finding horses often entails extensive driving around and negotiations tend to be more difficult than elsewhere. What new services will Cheval de Sport de Normandie Promotion SAS company offer purchasers coming to buy in Normandy?
We have drawn up an internal charter that binds all our members around a commercial ‘code of conduct’ which is a set of rules about quality of the products we have to offer and the services that go with the purchase. We guarantee our customers genuine quality and total transparency in the dealings. The commission we take on the sales of horses of our members is 8 percent. We also want our clients to feel at home in our region, so we offer complete assistance from landing to departure and defend their interest all the way. After sales service is also of top importance.
Q Do you sell only the horses belonging to member studs?
Our priority is to sell a horse that fits the buyer. Our members are stud farms of top reputation and that fits with our standards. The horses we offer for sale can come from our members or from outside breeders. Fifteen percent commission is the rate for horses sold for outside breeders. When our company spots an interesting horse from outside it offers it to the customer. The important thing is that the buyer is satisfied ... and comes back !
A You have obtained financial backing to lauch the operation. Who are your sponsors?
We have obtained financial backing for the first year from the French Ministry of Agriculture and for two years from the EU because our objectives fit with the new policy of the French Ministry who prefers to encourage private initiave to find commercial outlets for our products rather than sponsor overproduction........