Bonduelle expanded to western Canada.
The Bonduelle group strengthened its position in North America by acquiring the Lethbridge plant in Alberta. The strategic move secured a production capacity of 15,000 tonnes just 100 kilometres from the border between Canada and the United States. The plant also enabled Bonduelle to establish logistics synergy, develop commercially and save nearly 1,180 tonnes of CO2.
The Bonduelle group met with consumers by taking part in the Salon International de l’Agriculture (International Agricultural Show) in Paris for the first time. The theme of the event was Du champ à l’assiette (“From field to fork”). More than 30,000 visitors had the opportunity to meet 54 experts connected to Bonduelle (farmers, agronomists, manufacturers).
New sales leads
The Bonduelle group tested new direct sales models. After opening the Bonduelle Bienvenue (“Bonduelle Welcome”) concept store in 2011, Cassegrain launched a commercial website for the brand’s products. Working even more closely with consumers, Bonduelle organised cooking workshops for customers with ambassadors to test at-home sales.