On April 6, the Norman Roasters warehouse in Barentin (Seine-Maritime) fell prey to flames. A fire following a trash fire coming from outside which completely destroyed the stock of green coffee and the roasting machines, as well as those for bagging, of this company created eight years ago by Rouennais Grégoire Meurice. Several hundred thousand euros in damage. “In a few hours, eight years of effort went up in smoke,” sighs the entrepreneur who today works with an associate, Maxence Bertrand and employs 14 employees.
A great success for someone who roasted 30 kg of coffee per day in his early days to reach a ton today, doubling his turnover each year. Well established in its region of origin and even beyond, with around 70% professional customers and 30% individuals, the Norman Roasters had also made a name for themselves at the table of five ministries (those of the Interior, of the Economy, Foreign Affairs, etc.) for several months. “The year 2023 was the best year for us economically speaking,” recalls Grégoire Meurice.
“I asked myself if it was worth continuing”
Grégoire Meurice, founder of Norman Roasters
But that was before... “During the night from Saturday to Sunday, I admit that I wondered if it was worth continuing,” admits the roaster. And then, even before the ashes cooled, dozens, then hundreds of testimonies of support flooded into his cell phone and onto social networks. “Friends, customers, other Normandy entrepreneurs who wanted to know how to help, told us that they were with us.” Elected officials, notably the mayor of Barentin, also contacted him to invite him to come see them in order to find solutions.
Present at the Rouen International Fair, the artisan is the center of all attention. “The other exhibitors even organized a collection for us. » Competitors – “in artisanal roasting, I prefer to speak of a colleague” – even offer to use their machines to help him continue to produce. “For that, we should find another solution. But it was heartwarming. My mother told me:
You realize all the people who think of you.
It gave us the strength to start again, for our employees, our customers…”
“We are solid and we have visibility. For the future, I am optimistic, agrees Grégoire Meurice. But for the coming weeks I am worried” He must first replenish his stock of coffee to roast. “Around thirty pallets were destroyed. We need several tens of thousands of euros to replace them. And, today, our cash flow does not allow us to do so.” Not to mention the down payments required to order new machines.
This is why he made the decision to launch a fundraising campaign on the Ulule website. Almost reluctantly. “It’s not in our DNA, Maxence and I, to ask for help. We always try to get by on our own. But there is an emergency.” Moreover, the money donated will be transformed into a voucher with a small bonus of 10%. “Basically, we ask those who want to support us to buy coffee which they will come and collect later. »
The amount collected will thus make it possible to replenish stocks, while waiting for insurance money, support from banks and undoubtedly that of the Normandy region, which could grant a zero-interest loan up to the donations collected. “We will be able to bounce back. Besides, with a little hindsight, we say to ourselves that in the end, it will be an opportunity for us. We developed at a forced pace and, inevitably, we didn't do everything well. There, we will be able to put everything back together.” Like a morning coffee for a fresh start.