Groupe Roullier

55 2021 Non-Financial Reporting Statement Groupe Roullier 54 2021 Non-Financial Reporting Statement Groupe Roullier C onsumers have become more demanding during the global pandemic. Their demand for greater transparency is clear from the increased use of food rating applications like Yuka (21 million users) and the emergence of guides like Nutri- Score that provide simple access to food product nutritional ratings. As a manufacturer of pastries, Maison Colibri must take full account of all these issues in developing its products. Nevertheless, it is still faced with the problem of reconciling two consumer requirements that are theoretically opposed: the pleasure of a ‘naughty but nice’ product, or opting for a product that is less sweet and/or calorific, and whose ingredients and production process are as natural as possible. For every new product development project, the teams at Maison Colibri make it a point of honour to respect a series of key commitments to taste and quality, and particularly the avoidance of palm oil, artificial colourings and diphosphates. The teams also have to address more global issues, such as the trends towards locally produced food and more ethical products that guarantee no form of animal cruelty. As a French SME based in the Charente-Maritime region, Maison Colibri has expanded and extended its local partnerships to source French- made products wherever possible, at the same time as making a clear commitment to upholding animal welfare standards. In addition to monitoring and acting on these macro-trends, Maison Colibri also listens attentively to feedback from its direct consumers. This continual process of dialogue with its community takes place via its social media channels, which include Facebook and Instagram. Weekly surveys are conducted across the spectrum of communities to measure consumer satisfaction with a particular recipe; the feedback received has a direct effect on the company’s ranges. At the same time, the madeleine@maison-colibri.com e-mail address handles more than a hundred questions or comments every week, providing another important source of information and customer feedback. It was this channel that enabled the company to measure the importance their consumers place on packaging recyclability (one of the most common topics of discussion). As a result, outer bags that previously had 80% paper content are now 100% paper, making them 100% recyclable. The company is now working on an individual product packaging solution that can also be recycled through the new sorting systems by 2023. From 2023 onwards, the entire range of Maison Colibri madeleines will be made using only free-range eggs. This change is already effective in all its Foodservice, Snacking and Export ranges. This local sourcing strategy is also having the effect of accelerating its strategy for reducing and eliminating food waste. At the company’s outlet store in Pons, consumers can use the Too Good To Go app to prevent madeleines from being thrown away. In 2021, more than 2,000 meals were saved through the use of this app, and around 58,000 bags of madeleines were recovered by partner retails; a figure approximately four times higher than in the previous year! CASE STUDY LISTENING TO CUSTOMERS IS KEY TO DEVELOPMENT AT MAISON COLIBRI Lastly, customer focus at Maison Colibri is reflected in the company’s proactive approach to developing products that are personalised to meet all the needs of each customer profile. A retail customer requiring premium and standardised bags? A personal customer wanting to make a gift of products with a personalised message? It is by listening attentively to customers and their individual needs that the company is able to offer services like these. Ultimately, the Maison Colibri product range is built with its customers. COMMITTED TOGETHER FOR OUR CUSTUMERS AND SUPPLIERS COMMITTED TOGETHER FOR OUR CUSTUMERS AND SUPPLIERS