VIVESCIA Industries’ strategy is all about international growth and expansion, yet the economic environment remains lacklustre and unpredictable
Our results are sound. Our foundations are robust. We have the human, industrial, commercial and financial means of our ambitions! The context is indeed unpredictable but this is not necessarily counterproductive: one must carve one’s own way and grab opportunities. So far, we have taken the right options, as shown by our results.
What are these “right options”?
All our companies are present on the growing markets: the out-of-home catering is expanding worldwide, the brewed beverages (especially beers), the healthy high-quality products that respond to today’s strong consumers’ demand: high-protein products for sportspeople, gluten-free food…The last few years, we have strengthened our international position in high growth potential areas such as Asia where the excellence of the bread and the appeal of pastries “à la française” is a real asset. We can really dare to look far.
Far... like Asia that represents a major development area for VIVESCIA Industries?
The Asia-Pacific area is indeed a major scope for growth, in particular for NutriXo and Malteurop. In 2016, Malteurop’s site in Baoding, China, has increased its production capacity. The Geelong malting plant is conveniently placed by the major port of Melbourne, Australia, and will have doubled its production capacity by the end of 2018. We are ready to supply the Asian markets where the beer and other malted beverages consumption is increasing.
Is this Asian strategy also valid for NutriXo?
Yes, we are supplying part of the Asian market from our plant in Thailand and since 2016, we are also producing in China through the acquisition of La Rose Noire. Its range of premium products is sold in franchise chains widely present in Asia (particularly Starbucks and Pacific Coffees). This is also valid for Délifrance’s bakery-restaurants. After Hong Kong, we are opening stores in India and several projects are well under way in UAE, China, Philippines, Vietnam and Indonesia. We have 450 stores worldwide and our ambition is to double the number of boutiques worldwide within 5 years. Asia is indeed a destination of choice.
Is grain a growth market?
Absolutely! Grain consumption responds to a primary need. Our outlook is very positive on a buoyant market driven by a constant increase in population. Lifestyles might be evolving but grain carries on being consumed every day at every meal in many shapes and forms. This is why our activity is in for the long-term unlike many other industries.
Wheat is also a major source of vegetal proteins...
Vegetal proteins are bound to complement animal proteins that will not be sufficient to feed the world population. Therefore, the more the farmers can produce higher protein content wheat, the better we can meet the global food challenge. This is the mission of our Group.
What are your ambitions for the future?
We want to always improve our performance across all our activities and to deliver even better returns for our shareholders. We have the required assets to be worldwide leaders on the Bakery and Malting markets. Beyond this, our ambition is to have the grain considered as something more than just a commodity (for which, volume is the only measure) and to reach a more noble and legitimate status as a "source of nutrition" allied with taste.
This is why you are talking about “gourmet-grain”?
We are producing breads and croissants…Our malt is used to brew beer... Every day we endeavour to deliver added value to the potential of the grain by celebrating its nutritional and delicious values. We want to be the herald of the “gourmet-grain”, healthy and available to the many!