World Grain - July 2024 - 30

FEATURE: A CHANGE OF FOCUS
Moulins
Soufflet
operates nine
mills in France
and one in
Belgium,
producing
830,000 tonnes
of flour (wheat
equivalent)
annually.
has a branch in New York, New York, US.
" They are increasingly replacing
the traditional
French café, " he said, selling sandwiches, cakes and
coffee, with places for customers to sit down and eat. A
large part of the reason is a decline in the popularity of
the traditional two-hour lunch, as busy people change
to snacking. It means that bakeries are also challenging
fast-food chains such as McDonald's, particularly as
the US outlets have become more expensive.
" For some bakers, 80% of their turnover is now in
sandwiches, " Guilloteau said, noting that a price advantage
over more traditional restaurants was a major
factor behind this trend.
Another big shift in recent years has been the call
for sustainability, with consumers taking a greater interest
in the origin of food and the environmental effects
of its production. Of the more than 1,000 tonnes
of wheat brought in each day by the mills at CorbeilEssonnes,
more than half comes from sustainable supply
chains, including Semons du Sens, notably to produce
the Baguépi flour range, as well as l'Authentique,
la Tradition artisan, la Sélection d'antan, la Sélection
ambrée, la Tradition prestige Label Rouge, and Terre
de Sens Label Rouge.
Label Rouge (Red Label) is a widely used food quality
standard in France described as identifying a higher
quality level to standard food products.
For Moulins Soufflet, the sustainable flour segment
has seen continuous growth over 18 years, with the
volume of flour coming from sustainable supply chains
30
The flour export market has
dried up. It's easier to export
wheat, and the countries of
Africa and the Middle East
have built their own mills.
Bertrand Guilloteau, director,
Moulins Soufflet's Corbeil-Essonnes mill
increased by a factor of 12 over 12 years to reach
300,000 tonnes, involving at its source 3,200 partner
farmers. Including other products, such as barley and
wine, the Semons du Sens initiative covers more than
8,500 farmers.
It includes a commitment to use 100% traceable
French wheat, produced using agricultural practices
that protect the environment and promote biodiversity.
The wheat is not treated after harvest, and carefully selected
varieties are used. There's also a commitment to
fair distribution of value throughout the chain with a
premium paid to farmers.
Chris Lyddon is World Grain's European correspondent. He may be
contacted at: cajlyddon@gmail.com
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July 2024 / World Grain / World-Grain.com
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World Grain - July 2024

Table of Contents for the Digital Edition of World Grain - July 2024

World Grain - July 2024 - Intro
World Grain - July 2024 - 1
World Grain - July 2024 - 2
World Grain - July 2024 - 3
World Grain - July 2024 - 4
World Grain - July 2024 - 5
World Grain - July 2024 - 6
World Grain - July 2024 - 7
World Grain - July 2024 - 8
World Grain - July 2024 - 9
World Grain - July 2024 - 10
World Grain - July 2024 - 11
World Grain - July 2024 - 12
World Grain - July 2024 - 13
World Grain - July 2024 - 14
World Grain - July 2024 - 15
World Grain - July 2024 - 16
World Grain - July 2024 - 17
World Grain - July 2024 - 18
World Grain - July 2024 - 19
World Grain - July 2024 - 20
World Grain - July 2024 - 21
World Grain - July 2024 - 22
World Grain - July 2024 - 23
World Grain - July 2024 - 24
World Grain - July 2024 - 25
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World Grain - July 2024 - 27
World Grain - July 2024 - 28
World Grain - July 2024 - 29
World Grain - July 2024 - 30
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World Grain - July 2024 - 33
World Grain - July 2024 - 34
World Grain - July 2024 - 35
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