Results improved over the financial year, despite a shrinking market
aken across the full spectrum of markets, the 3.6% reduction in volume suffered by the French milling industry (source: ANMF) impacted artisan bakeries particularly badly. Despite this challenging context, our Francine flour brand continues to do well, increasing its market share by more than four points during the year. At the same time, Grands Moulins de Paris is accelerating implementation of its efficiency and competitiveness plans and taking its sourdough expertise to a new level, with the construction of a new production facility at the Reims site (see inset).
Leveraging our local roots
The origin of the raw materials and ingredients included in food, and details of production processes come top of the list in terms of information for today’s consumers, who see French-grown wheat as being synonymous with high quality. The company has taken these expectations fully on board, because the majority of the high-quality milling grains used by its eight regional mills are sourced from local growers within a radius of 125 km.
Continuing to drive innovation and update our ranges to set ourselves apart
As a flour specialist for over 100 years, Grands Moulins de Paris continues to provide bakers with full access to its expertise
so that they can offer their customers innovative recipes for Traditional French Bread, Patisseries and Viennoiseries. Platine Label Rouge CRC flour and Berrouga baking mix (winner of a 2021 Pépites de la Boulangerie award) are just two of the new products developed during the year. Campaillette also launched its organic Grand Siècle baguette and redesigned its brand identity during the year (see p. 41). In frozen products,
innovation for our Recettes de mon Moulin range focuses on recipes and ingredients, with no fewer than 15 new products launched in 2020/2021 (twice as many as in 2019/2020). These included the Brownie Swirl, the Lemon Cake, travel cakes (Raspberry Madeleine and Coconut Macaroons) and ready-to-fill long-format tart cases (sweet pastry and shortbread options). Still leader of its market and still avant-garde in its approach, Francine has extended its range of organic flours with the addition of T80, and introduced blockchain technology for its Bio T55
organic flour. The brand also launched a new practical, resealable and recyclable pack for its two flagship products (T45 wheat flour and "Fluide" flour) during the year, supported by a TV commercial and digital campaign (see p. 40).
Building closer and simpler relationships with artisan bakers
Grands Moulins de Paris inevitably maintains very close ties with bakers, since so many of them are trained at the Paris Bakery and Patisserie School, and appreciate the opportunity to receive personalised support on a daily basis. In today’s world, social media and the e-commerce website mean that they can now be in direct contact with these support teams 24/7. Traffic continues to build on the Grands Moulins de Paris e-commerce website, with more than 6,000 new accounts opened during the first lockdown in spring 2020. In fact, 20% of revenue from the artisan bakery industry is now generated through this channel. A series of on-farm meetings were also held with bakers from all over France in June 2021. These Routes des Blés (Wheat Route) trips (see inset) involved more than fifteen meetings, five of which were held in the VIVESCIA cooperative regions of Ardennes, Aube and Marne, and hosted industrial, key account and potential customers.