The president of Barilla for Western Europe was the guest of “corporate spirit” on Le Figaro TV.
World leader in pasta, with almost 5 billion euros in turnover, the family group Barilla has given itself a place of choice in France. First with the pasta, which made its fame, but also with the Wasa or Harrys breads, bought in 2003. In Italy, the group also built a pillar in Italy with the Mulino Bianco cookies (1 billion euros in turnover).
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Pesto phenomenon
Present in more than one hundred countries with thirty factories, the group adapts to new consumption trends. But also to the expectations of practicality that boosts the sales of its sauces, but especially of its pestos, “A real commercial phenomenon which now is ahead of the classic Bolognese”, La Miloud Benaouda. The group also emphasizes networks outside of supermarkets, while consumers are reserving more and more outside their home. “We note a fragmentation of consumption, and off-domicile is clearly a growth relay for which we develop specific rangessays the leader. The challenge is also to meet all expectations: gluten -free pasta with organic pasta, including bronze pasta or hyperprotein pasta, which required three years of industrial development to keep the taste of pasta. We think it’s simple to make good pasta, but no! »»
In a world agitated by the trade war, climatic vagaries and tensions on raw materials (cereals, eggs, chocolate, etc.), the group has revised its organization to be more agile. “We multiply our sources of supply to stay safe. We also accelerate our work in the sector, which allows us both to better pay farmers and to be better served when there is a crisis. The time when the raw materials were fundamentally available is over ”, explains Miloud Benaouda.
A quality food system
Barilla also also worked on its recipes to meet growing requests for consumer naturalness. “In fifteen years, we have seen 490 product recipes. And on Harrys, 90 % of the revenues have been reviewed, on reducing the salt, fat and sugar level ”, explains the leader, who deplores the attacks on the food industry. “We go very far on the way we attack food every day in France. It is unbearable because we have one of the best food systems in the world. We are the first industry in this country, with a fairly fantastic cuisine that everyone wants us around the world, and we hit them every three days. It’s exaggerated! »»
The boss also highlights the persistent attractiveness of France. “The Barilla family has invested 200 million euros in our factories in ten years. This proves that with a cost of energy which remains very competitive, transport infrastructure that is envied, and many talents, France remains attractive. »»
