Parma / IT. (bg) With the inauguration of the «new Malterie», the largest pre-packed bakery production site in Châteauroux (France), Barilla Group pursues the achievement of its major investment program aiming at the reinforcement and continuation of Harrys´ industrial asset in France, and at the satisfaction of customers´ increasing demand.
Achieving a 47 million Euro extraordinary investment program
The extension and modernization of the La Malterie facility (30 million EUR) represents Barilla´s most important investment in France since the acquisition of Harrys in 2003. It is part of a 2014 to 2016 47 million EUR extraordinary investments program that also includes the building of a new crustless soft bread production line on the Plaine de l´Ain facility (near Lyon), inaugurated in June 2014. It also involves new equipments for the production sites of Valenciennes and Gauchy. Since acquiring Harrys, Barilla has invested no less than 170 million EUR.
Investments reflecting Harrys´ success in France
All investments were undertaken in order to meet Harrys´ increasing success, as French consumers´ sixth favourite brand (according to Kantar Brand Footprint 2015 Survey). Today, Harrys has become the leader as well as the most dynamic player on the pre-packed bakery market, with a five percent growth as of May 2015. According to Miloud Benaouda, executive director of Barilla France: «These investments are part of the group´s strategy to place Barilla and Harrys brand and products among consumers´ first choice. They allow us to develop better industrial assets and to sustain employment in the long term at our facilities».
A continuation of Barilla´s industrial asset in France based «Good for You, Good for the Planet» approach developed by the Group. The modernization industrial asset´s complies with «Good for You, Good for the Planet» principles that drive Barilla Group´s strategy. The «Good for You, Good for the Planet» approach induces Barilla to reduce its activities´ footprint on the planet, to optimize the nutritional quality of our products, to foster healthy lifestyles, and to create partnerships that will promote the access to healthy diet in our communities. As part of the group´s activities, the «Good for You, Good for the Planet» project led to the reformulation of 107 products since 2010, in addition to the 20 percent decrease in water consumption and CO2 emissions. The first line of the new Malterie, for instance, increases productivity, thus allowing a 15 percent decrease in waste, CO2 emissions and water consumption. According to Claudio Colzani, CEO of the Barilla Group, «The new Malterie illustrates our program «Good for You, Good for the Planet», which compels us to produce in the most efficient way, while reducing our environmental footprint and proposing high-quality products that offer the best nutritional quality to our consumers».
An ambitious project implemented in 18 months with no production breach
Launched at the end of 2013, the project of reuniting the two Châteauroux (36) sites, specialized in Harrys´ soft bread and viennese pastries, is now real. With the 12’000 square metres extension of the existing La Malterie facility, Barilla is creating the largest industrial bakery facility in France. This new 43’000 square metres site will host eight production lines. Overall, 15 companies have participated in the construction of the new building, among which a majority of local businesses.
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