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Transat Café l'Or

TRANSAT CAFÉ L'OR The Transat Jacques Vabre changes name!

03 December 2024 - 16h49
On Sunday 26th October 2025, the most legendary double-handed transatlantic race will start with a new name: the TRANSAT CAFÉ L’OR Le Havre Normandie. This is a change for the race which will retain the same fundamental track as before: 4 classes, 4 courses, 4 winning duos. Supported by the L’OR brand, the Coffee Race is becoming even more famous and wishes to share these very special moments with an even wider public.

L’OR is France’s favourite coffee brand(1) and the leading brand for the JDE Peet’s Group. By replacing Jacques Vabre, it will be strengthening the deep ties between the founders at JDE Peet’s and the City of Le Havre. This change of name is part of the desire of the founding members and the Normandy Region to pursue their commitment and financial investment in the long term.

 

A new face for the Coffee Race

With its history and its aroma, the L’OR brand offers the promise of escape, while awakening the senses, by encouraging the rediscovery and respect of nature. These values are shared by the race:

  • Accountability. In the framework of JDE Peet’s Common Grounds policy and its responsible supply programme, L’OR offers coffee that comes from sustainable sources, respecting environmental, social and economic principles laid down by the Global Coffee Platform in the framework of its sustainability code of conduct.

  • Highlighting the diversity of nature. Thanks to its partnership with the “World Coffee Research” association, L’OR supports research aimed at enabling as many people as possible to discover the various varieties of coffee that can be found around the world, thus promoting a more diversified range of coffee bushes.  

  • Reducing its environmental impact. By actively contributing to the development of the collection process and recycling of small pieces of aluminium, L’OR today enables 70% of the French to recycle their capsules by throwing them directly into the recycling bin.

Public
© Jean-Louis Carli / Alea Village at Le Havre

A race that remains faithful to its fundamental principles

While the name is changing, the DNA of the race will remain the same: starting from Le Havre and sailing to a coffee destination with 4 classes, 4 courses and 4 winning pairs. The TRANSAT CAFÉ L’OR Le Havre Normandie remains an adventure shared by two people, showing boldness and sincerity over a demanding course across the Atlantic.

On 17th October, the village will open its doors in Le Havre under new colours, but as always offering a festive atmosphere, bringing people together and respecting the environment with some very special days scheduled in the village: All Living Things, Sailing Differently, A Better Life, Science and the Ocean…

On 26th October, the skippers will leave the Paul Vatine Dock, following the route taken by the merchant vessels, which transported coffee plants to territories in South America and the Caribbean in the 18th Century. 

Martinique will once again be host for the finish of this 17th edition with the magnificcent setting of Fort-de-FranceBay under the watchful eye of Mount Pelée, where the best coffee beans grow: arabica typica.

 

An event that will be even more eco-friendly

Facing the challenge of climate change and thanks to its enhanced reputation, the Coffee Race aims more than ever to be innovative and exemplary. 

The TRANSAT CAFÉ L’OR Le Havre Normandie has placed a range of commitments at the heart of the race to promote conservation of all living things and favour inclusion, diversity and social bonding. For the 2025 edition, various new measures will be announced to continue this work and limit still further the carbon footprint.

We look forward to seeing you in Le Havre next October. You will be able to discover and encourage the men and women that will be lining up at the start on 26th October 2025.

Since 1517, Le Havre has been a major port and harbour. It is also France’s leading port for the coffee trade and that is why we were the first to climb aboard this adventure back in 1993. More than thirty years later, while the name is changing, our ambition remains the same: a celebration of what are key elements in the identity of Le Havre – sailing and coffee - thanks to a hugely popular and festive event. We look forward to seeing you in 2025 for the TRANSAT CAFÉ L’OR.
Edouard Philippe
Mayor of Le Havre and President of the Le Havre Seine Urban Council
After celebrating the thirtieth anniversary of the Transat Jacques Vabre, the 2025 edition promises to reveal some new ‘aromas’. Just like the boats, which evolve every year to offer enhanced performance, we have decided to use France’s favourite brand in order to continue the history of this now legendary transatlantic race. The TRANSAT CAFÉ L’OR Le Havre Normandie will once again establish its roots in Le Havre in 2025 and maintain its fundamental prnciples: a double-handed race following the routes taken by the coffee trade, with the guiding principle of social inclusion and respect for all people around the world. Thanks to its reputation, the L’OR brand, will contribute to the popularity of this major event on the sailing calendar, which the people of Le Havre, Normandy and France are particularly attached to.
Vincent Prolongeau
Chairman of JDE Peet’s in France

Facts and figures about the L’OR brand:

  • The top brand in terms of coffee sales in supermarkets and hypermarkets(2)

  • 200,000 visitors each month to the brand’s website 

  • 400,000 followers on social media 

  • The first store opened in Paris in November 2024 

 

The new design for the TRANSAT CAFÉ L’OR Le Havre Normandie was drawn up by the CBA Agency.

 

 

(1) Source: with 87% unaided awareness : Insite Human 8, aided Brand Awareness and Brand Consideration (consider buying the brand for next three coffee purchases), France Q3 2024 

(2) Source: with 15.6% market share by value : NielsenIQ ScanTrack – HMSM+PROXI+DRIVE+SDMP - YTD P11 2024