When you mention The Laughing Cow®, your face lights up. It is to collect the anecdotes, the feelings, the pleasure that this brand conveys, everywhere in the world. It’s unique, and it’s a great opportunity to cultivate and grow a positive brand that has become part of the daily lives of families, here in France for a century, and in more than 130 countries. The Laughing Cow® is international, contemporary, bold and delicious.
To commemorate its anniversary in the Jura, the Bel Group decided to create a sporting event, by associating the city of Lons-le-Saunier and Dole. What a symbol to propose a large popular gathering at the very place of the first cheese factory, where the story began, in Lons-le-Saunier in the Jura, to show the destiny of this cheese in portions.
The will to associate the two factories of the department and the House of The Laughing Cow is a marker of family history and living together. As a reminder of an industrial history, these sites sublimate the historical roots of this iconic brand to embody Bel’s values. A family group that has managed to preserve its identity and grow by making openness, responsibility, sharing and innovation the foundation of its durability.
This event must carry this identity high, it must translate the energy that is ours and invite everyone to join the great movement of laughter, today and for the next 100 years as a precious asset that must be protected. An excellent way to grow a company that does not lose its roots while conquering the world.
A CYCLOSPORTIVE, A POPULAR AND FAMILY EVENT
Cycling, a popular and family sport par excellence, corresponds perfectly to the brand’s values. As early as 1933, it was associated with the biggest sporting event: the Tour de France. It was one of the first brands to participate in the Tour de France caravan.
A cyclosportive is a mass event, accessible to everyone from 16 years old with a medical certificate. With 1,000 participants expected at the start of the event, the Cyclosportive Les 100 ans La Vache qui rit® will bring together a public well beyond the borders of the department. The cyclosportive is a timed endurance event open to cyclists of all levels. Some will be aiming for the podium; others will be looking to simply finish within the time limit.
1 gravel course (Saturday, May 22, 59 km), the fashionable discipline, and 3 road courses (Sunday, May 23, 73 km, 108 km and 163 km) will be on the program. These routes will take in about a hundred villages in the Jura and will highlight the beauty, wealth and knowledge of the Jura: limestone outposts, listed sites, lakes and vineyards… Note a stop in Orgelet, where Jules BEL began to refine cheese in 1865. Catherine Sauvin, the designer’s granddaughter, who is still a resident, will be there to commemorate the moment.
Each participant will receive a collector’s jersey and will be able to appreciate the presence ofabout thirty exhibitors. Artisans, producers and local businesses will mix with the biggest brands of the bicycle industry for a lively village during 2 days.
Finally, Laurent Jalabert, godfather of the event will honor with his presence this weekend of festivities.
An event labeled “eco-responsible.
Online registration, from 45€, on www.cyclosportive-100anslavachequirit.fr