The leader in France in meat processing (5 billion euros in turnover), in December 2010, tried to replace the brand name Valtéro by the brand Socopa. However, he was forced to maintain the Valtero brand in order “not to weaken the value of this brand for the future purchaser”, specifies the Linéaires magazine. For Montfort Viande, an SME also specializing in the cutting and processing of cattle, this acquisition is in line with the development policy of the company initiated 5 years ago. "The notoriety and the high-end positioning of the Valtero brand constitute a real opportunity for the commercial development of our activities", explains Pascal Collet, its director.