Bread — a head

While working on the article, not just want to change the title, but — «… from the song words can not erase …» and here — better than we have said, will not say.

Frozen foods on duty do with the 90s: in my eyes happened literally becoming the market in our country.

As a child I remember in Moscow in Soviet supermarket display cases — dumplings «Ostankino», frozen fish, ice cream, «48 cents.» Implementation of ice cream for the most part carried out in tents and stalls throughout the city.

Unfortunately, today, many commodity subgroups in the frozen business subside. I will not go into details, I note only that, according to the median estimate, a drop in sales of frozen convenience foods, dumplings, in particular, in the last two years has averaged 30%. Digital horrifying!

But the law of conservation of energy has not been canceled, if the buyer consumes less ravioli — it is switched on? Stop, we can not.

One of the versions: chilled (unfrozen) products, but there is great growth does not occur. A Reporting many sausage factories — and even fall. However, not both freezing and much lower (8-12%), but still falling.

The trend in the ready-made solutions (both frozen and refrigerated) — ready meals? Departments of finished food in stores? Specialty stores «cooking»? Growth in this segment has been slower than the fall of the above. Summarizing the introductory part, I will say: «We thought a lot about where to direct their efforts and how to develop the business segment of the frozen».

The irreplaceable experience of frozen bread I got another job at a large retail chains. Since the beginning of the 2000s there was an understanding that this promising niche. The realization came later, after a detailed study of the experience of the USA, Canada and Western Europe.

So when a major Belgian holding company La Lorraine Bakery Group offered me to head the sales department and development in Russia, decided to try.

Before turning to the topic of «frozen bread» — briefly about the company. Out of its place on the Russian market in early 2011. The company DK Bakery is the official representative in Russia, one of the largest European holding companies for the production of semi-finished frozen bread and sweet pastries — La Lorraine Bakery Group, Belgium, www.lalorraine.be production is in Belgium, the Czech Republic and Poland. This year we are starting to build a plant in Russia’s Vladimir region. The volume of production of the holding La Lorraine on average in 2011 — 2013 years. is 27 000 t / month.

At the moment, we are working with a number of retail operators, «Globus Gourmet», «Crossroads» (X5), «Carousel» (X5), «The Seventh Continent», SPAR, «Magnolia» and many others. Actively carry out deliveries HoReCa customers and wholesale customers in virtually all regions of Russia.

With what we have come to the Russian market of frozen bread?

The first priority has been placed at the service of customer service. During the startup phase of the project by analyzing the current situation, it became clear that the main task — to be convenient to the client.

The main difference between the departments of baking bread in the shops from many other categories of food — preparation of products for sale directly at the store.

Indeed, in principle, to take a packed ready for sale product is subject to the conditions of the right product, the right price on the shelf, the right place and the adequacy calculations Trade Representative (Merchandiser) — it’s done.

In our case — contrary. With the arrival of products in the store is just the beginning.

A quality customer service as we see it — is not only a clear delivery of production calculations and the adequacy of the sales representative (Merchandiser) — it’s done.

In our case — contrary. With the arrival of products in the store is just the beginning.

A quality customer service as we see it — is not only a clear delivery of products in retail outlets, it is pre-sale preparation (including the baking quality, the quality of packaging ready-baked products, maintenance windows for the entire working day and not just in terms of representation, but also control over the freshness of the product).

Many of our customers, we and other companies operating in this market, providing bakers sellers. And it’s a whole team of people that need point, it is pre-sale preparation (including the baking quality, the quality of packaging ready-baked products, maintenance windows for the entire working day and not just in terms of representation, but also control over the freshness of the product).

Many of our customers, we and other companies operating in this market, providing bakers sellers. And this is a team of people who require vigilant monitoring, not only sales representatives, and constant work of technologists of grain production.

Many people come to work for us for baking of bread and food production, they have had extensive experience in the baking products.

But experience has shown that not all production workers adapt to the sales, but we have not called the office of the baker and the baker-seller.

Seller — is the ability to communicate with the buyer. Not everyone can, not everybody is given.

Despite these challenges, we organized a training class, equipped with all necessary equipment. The classes are being trained not only for baking, and be sure to work on the trading floor (with educational racks, baked products). It has been our Russian know-how, which the Belgians are happy to support.

If you take the statistics, it is possible the number of players in this market has grown slightly over the past decade because of the complexity of business and the presence of a large number of fine tuning at all stages. But it’s most likely a plus, which gives a competitive advantage to existing parties.

What can we say about our products? A special feature is a technology that does not require before baking proofers and cameras. All frozen products almost immediately ready for baking.

At the point of sale the buyer coming in bread department should feel a sense of celebration, heat, home, because it is associated with these concepts, many grain theme.

In many networks, we are upgrading bread departments. In some cases, together with our German partners — manufacturers — the company Aichinger — produce a complete restyling of the meat department, including the deployment, performance, light installation.

In summary, we note that the trends are clear — frozen bread market continues to develop in Russia. Prior to the European average — the proportion of frozen bread in bread sales 75 85% — still far away. However, annual growth in sales shows — more and more customers make their choice in favor of the bread baked directly into the point of sale.

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