Groupe Roullier

51 2021 Non-Financial Reporting Statement Groupe Roullier 50 2021 Non-Financial Reporting Statement Groupe Roullier #2 UNDERSTANDING HOW CUSTOMER EXPECTATIONS ARE CHANGING Traceability, quality, personalisation, the naturalness of food products... New consumer behaviours and concerns are making the process of understanding their purchasing patterns much more complex. These patterns are no longer necessarily based on socio-economic criteria, but on lifestyle and consumption values and aspirations. The health crisis has amplified these trends, driving a boom in online food shopping (which increased its market share by 55% between 2019 and 2020 in France 1 ) and an increased emphasis on ethical and sustainable purchasing criteria. Already a clear trend, food traceability will continue to increase in importance going forward to provide consumers with increased transparency 2 . All these dynamics impact the food and agricultural industries, and must therefore be addressed now if we are to meet the consumer food needs of tomorrow. Lastly, and looking beyond the challenges facing the market for food, these trends impact every link in the product value chain of our business sectors, not only in terms of transparency in design and production, but also in terms of consumer demand for high quality and service personalisation. 1 FEVAD (the French Federation of e-Commerce and Distance Selling Retailers) 2 KPMG Report - The Future of Food (2021) Improving the frequency and quality of field feedback Listening to customers is central to our growth strategy. It fuels our innovation process and helps to make our quality department more effective, both of which inevitably improve customer satisfaction levels. The Roullier Global Innovation Centre innovation process must align with market trends and demand, as well as with the latest technological developments in our fields of research. In this way, projects may be developed in response to farmer feedback via field representatives and subsidiary company teams to the CMI Roullier, and also on the basis of research findings passed on to subsidiaries. In any event, the goal is always to rely on field feedback to problematise a project in terms of its ultimate purpose, the type of agriculture and grower concerned, and the practical cultivation technique the product must address. At subsidiary company level, satisfaction is generally measured by specific customer surveys and the monitoring of customer complaints. This is the case at Phosphea, whose teams have been implementing continuous improvement initiatives based on detailed customer feedback since 2018 as part of its ISO 9001 and FCA (Feed Chain Alliance) certification. These initiatives have reduced the number of customer complaints and the associated non-quality costs by two-thirds. Each internal complaint or non-conformity report received is the subject of detailed root cause analysis and corresponding action plans to deal with issues as diverse as product quality, packaging strength, labelling and documentation accuracy, etc. Customer satisfaction measurement is also a major issue for our food industry subsidiaries, which have direct contact with consumers. The quality department at Pâtisseries Gourmandes monitors the rate of customer and consumer complaints on a monthly basis, and reported 1.5 complaints per million cakes produced to the end of 2021. Some twenty product panel sessions are held every year to assess product quality relative to changing consumer expectations. Maison Colibri uses a range of systems to measure customer satisfaction on a daily basis and to meet consumer expectations. The company uses social media to survey consumers directly at least three times a week (using open and closed questions), and to identify their expectations by reviewing the comments beneath each post (see pages 54-55 for more details). SUSTAINABLE DEVELOPMENT GOALS CHALLENGES COMMITTED TOGETHER FOR OUR CUSTUMERS AND SUPPLIERS COMMITTED TOGETHER FOR OUR CUSTUMERS AND SUPPLIERS