The Bel Group is committed to having a positive impact on all those around it, from the breeder to the consumer, while preserving the planet. In 2003, the Group affirmed its commitment to sustainable development and chose to join the United Nations Global Compact. In 2016, the Bel Group has placed corporate social responsibility (CSR) at the heart of its growth model with the implementation of an approach that meets the needs of populations and the challenges of our lifestyles. Subsequently, it initiated a profound and proactive transformation of its business model by evolving its corporate mission – “committing to healthier and more responsible food for all” – thus reaffirming its commitment to sustainable and inclusive food.

In 2019, the Group has identified five priority challenges directly related to its business, which will form the basis of its action :

  • Contributing to healthier food ;
  • Promoting sustainable agriculture;
  • Commit to responsible packaging;
  • Fighting climate change and reducing its environmental footprint ;
  • Strengthen the accessibility of its products.


La Maison de La Vache qui rit proposes to relay these strong commitments by giving them a more visible place in the scenographic journey thanks to an interactive and playful installation designed and produced by the Cher Ami studio in Lyon. Nine metres of picture rails will enable visitors to learn about concrete data while understanding the impact of the Bel Group’s objectives for 2025.

Sensitive sensors distributed throughout the wall and the immense cartography of the achievements and objectives will allow spectators to discover the different themes, like a treasure hunt to be conducted as a family. Each visitor becomes an actor in this approach and we hope that he or she is an ambassador for the values held by all employees.

An ingenious installation that has already received the FWA prize for creation and innovation in November 2020.


“It’s a great pleasure to work for this iconic brand but above all with people who are passionate about it. Throughout the project, we felt an immense respect for history but also a clear and communicative vision of projecting the brand into the future. It is all this that allows an innovative company like ours to think about ideas that go beyond the box, and that is the case”.

Jean-Frédéric Passot


Designed and produced by the Lyon-based digital production agency “Cher Ami”. Cher Ami ( ) is an interactive production studio based in Lyon which has already won several awards on reference sites such as Fwa and Awwwards. They produce interactive experiences for advertising agencies, major brands and institutions.