Page 65 - The European Baking Ingredients Market Report 2022 - Volume 2
P. 65
European Baking Ingredients Market Report 2022
INTERVIEW 65
THOMAS LESAFFRE
we’ve published this year, in
partnership with Flammarion,
“Au cœur de la fermentation,” a
wonderful book that describes,
defends and promotes fermentation
and therefore bread. It’s an original
way to talk about the positive
values of this noble product.
On a personal and more modest
level, I’ve also published an
“ode to bread” that provides an
overview of all the benefits: its
role in feeding the planet, the
nutritional benefits and its
fascinating, major role in society,
culture and history.
But defending and promoting
the category does not just mean
communicating. We’ve taken
initiatives to help our clients
(industrial and artisanal bakers)
adapt to the full range of consumer
needs, in terms of nutrition,
sustainability and so on.
Could you tell our readers
Q
more about adapting to the
full range of consumer needs?
We at Lesaffre, have developed
six commitment programs in
partnership with our clients. We’ve
analysed six market megatrends in
detail – pleasure, ethics, nutrition
and wellness, convenience, cost
optimisation and safety and we’ve
developed products and solutions
for each need.
This turns the traditional approach
to the baking business on its head:
instead of starting with baking
products (yeasts and flours), we
now also start with needs and
trends, offering products and
services.
like on their bread or toast. It’s an should fight.
extremely flexible form of food that What, for you, are the main
everyone can adapt to their needs, So, what are you doing at Q trends the market needs to
preferences and constraints. Q Lesaffre to defend and adapt to?
promote bread?
But yes, there’s work to be done on Two of the six trends stand out:
the image of bread and defending We’re particularly active. First from ethics (particularly sustainability)
the category is a battle all bakers a communications standpoint: and nutrition and wellness,
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