Huge wholesale growth for bakery brand

Bakery business, St Pierre Groupe, has revealed new figures highlighting the extent of its growth in over the past 12 months.

Commercial director Chris McLaughlin explained that its figures in wholesale were up 51% on year amidst what he describes as a category in decline by 18%. “The business has grown the presence of its brands with major players including Booker over the past 12 months, but has also maintained its stronghold with convenience and independent retailers, thanks to partnerships with distributors including Van Sales Direct.

Bakery range offering post-Covid opportunities

McLaughlin continued, “As a result of staying agile, despite all the challenges 2020 threw at us, we were able to launch new products that responded to changing customer needs. This included new additions to our morning goods for St Pierre, to take advantage of the huge boost in take-home coffee sales and decline in in-store bakery and new catering-specific products for Baker Street, which helped save money for operators thanks to the extended-life, ambient proposition.”

Within its wholesale offering, there is further insight into how St Pierre Groupe brands are bucking the trend. Wholesale figures for retail tell an impressive story, up 66% on 2019, as well as the continued expansion of the business’ foodservice sector.

For many businesses, the pandemic led to a drop in foodservice sales, thanks to 10 months of intermittent lockdowns which brought with them the closure of many of Scotland’s food outlets. However, St Pierre Groupe bucked the trend in this area, with wholesale sales in food service increasing by 25%.

McLaughlin adds, “We took the pandemic as an opportunity to work alongside our foodservice partners, strengthening our relationships with Monterey Jack’s and launching a co-branded TV campaign in one of the most challenging years hospitality has ever faced.

“Being able to maintain growth, whilst supporting our partners in retail, wholesale and food service when it mattered most was a real achievement for St Pierre Groupe and we’re heading into 2021 with renewed energy and excitement about how our brands can deliver more for our customers in Scotland.”

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Paul Hill
Paul Hill is the Editor of Better Wholesaling. Paul can be found on Twitter on @BW_PaulHill, or can be contacted via paul.hill@newtrade.co.uk and 020 7689 3376.

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