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La Boulangère nibbles market share thanks to organic products

2021-11-28T21:30:29.314Z

Behind Brioche Pasquier and Harrys, the brand is number three in prepackaged bakery and pastries. It's an entrepreneurial story like the Vendée has the secret. That of a couple of bakers, Jean and Marie-Denise Fillon, who set up their brioche factory in Les Herbiers in 1985, in these rural lands located between La Roche-sur-Yon and Cholet. La Boulangère (2,200 employees) is today number 3 in prepackaged bakery and pastry products in supermarkets in France. The company shows growth of 7% per ye



It's an entrepreneurial story like the Vendée has the secret.

That of a couple of bakers, Jean and Marie-Denise Fillon, who set up their brioche factory in Les Herbiers in 1985, in these rural lands located between La Roche-sur-Yon and Cholet.

La Boulangère (2,200 employees) is today number 3 in prepackaged bakery and pastry products in supermarkets in France.

The company shows growth of 7% per year and a turnover of 350 million euros.

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Broken down, organic is looking for a second wind

The numbers 1 and 2 in the sector, Brioche Pasquier and Harrys (Barilla)

,

are far ahead, with 700 and 630 million turnover.

But La Boulangère is the first brand

s

ur bio (40% of its activity) with 54% market share.

“I still hear manufacturers say: 'Organic is over, because people cannot afford it.'

It is not possible.

People are evolving, we are on the right track despite the obstacles of the large agricultural unions in particular, ”

argues Christophe Aillet, Managing Director.

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Source: lefigaro

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