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Pomone Supply Chain Project
20
Pomone
and its group Sarafuits
Organisation
15M
turnover
2
production sites
Export
44%
12%
Supermarkets
44%
Restaurants
KEY FIGURES
2 Best-sellers
Apple tart & Chocolate lava cake
KEY FIGURES
160ha
of apple trees
2
know-how :
tarts & single desserts
3
markets
Foodservice
Pre-sliced tarts, individual desserts, petit fours…
In-store bakery
Tarts, individual portions
Frozen retail
Tarts, individual portions
OUR HISTORY
OUR HISTORY
Sarafruits, a family business transmitted for 5 generations
KPI
2002
1890
First export sales
1997
Start of the fruit tree growing
Acquisition of FOUCTEAU company in Avrillé
KPI
1992
2001
Creation of POMONE brand in Champigné and building of the first pastry unit
A Maître Chocolatier is hired. Start of Pomone success story on chocolate fondant
2018
2012
Building of a new factory
3rd pastry unit built to match the increasing demand for chocolate fondants
2004
2015
All our pastry units are IFS-certified
First sales in Asia
COMPANY
& LOCATION
SUPPLIERS & LOCATION
° Pomone
SUPPLIERS
LOCATION
Loire Valley in France
An ideal region for its mild
climate and rich soil that provide the
fruit all its flavor
Internal procurement
French production with our own apple trees which are used for some pastries
Local suppliers
More control on the production
PME+
IFS
BRC
CERTIFICATIONS
1 LABEL
4 CERTIFICATIONS
CRC
RSPO
THE PRODUCT
PRODUCT
The Chocolate Lava Cake
Our current suppliers
Eggs : GESLIN
Flour : MINOTERIES BELLOT
Butter : FRIESLAND
Chocolate : FUSEAU
Why this product ?
Best seller of Pomone
Suppliers' market very open
Present in Asia, North America, Europe and even Oceania
Explanations
The chocolate lava cake is the utmost gourmet dessert. This modern recipe of French pastry is known all over the world.
The frozen one is a real added value because
Easy to prepare
Accessible to everyone
Infinitely adaptable
Key data on the
Chocolate Cake
INDUSTRY SECTOR
Chocolate cake industry
Main competitors
But Pomone maintain their place of leader on the market
The biggest competitors of Pomone on the French pastry market are abundant especially for the chocolate cake.
Traiteur de Paris
Pomone
Michel Kremer
Gü
Product Vs. Customer
Product Vs. Customer
A relationship installed as BtoBtoC
A range of at least 50 different products with some interesting association of tastes
A frozen product which avoid preservatives
A place of leader all around the world thanks to this product
Image of quality, healthy and local product
Suppliers' market
Suppliers
markets
Chocolate supplier's market
The purchasing competitors
The suppliers
There are a lot of suppliers in the world
There are located everywhere in France however and there are 3 suppliers adapted in Maine et Loire : Fuseau, Cargill, Dipa Cemoi
Pomone need to have a supplier for cacao near to the company to purpose a real local product
Pomone can buy other products to its suppliers like pastry, kitchen equipment, snacking
Pomone is not in a good position to secure its supply as there are many com
DGCCRF has a very strict control over regulation of chocolate composition and labelling (Directorate general for competition, Consumer Affairs and Fraud Control)
Pomone’s position as buyer in France has many different opportunities of dealing with a chocolate producer but they chose a particular one
Fuseau are producers since 1973 and located in Beaucouzé. A quality business focuses on the quality on the chocolate is a perfect match for pomone
The buyer position
The market environment
Flour supplier's market
The suppliers
The purchasing competitors
In the flour market, most of the “competitors” for Pomone, which are not really, are the bakeries buying pretty much the rest of the production.
The other competitors in the pastry market are supplied by other producers as the preferred Pomone’s one is a local one.
The defined suppliers of flour for Pomone are :
- Minoteries Bellot
- Moulin Soufflet
Those two are producing bio flour and are situated nearby the Pomone factory in the west of France. The competition is not intense as the market isn’t crowded and they have the same offer but one is used when the other has ran out
The flour tax has been suppressed in 2019 in France which means it’s not imposable. The regulation over flour in France is not complicated as they produce a really basic raw material.
Pomone’s position as a buyer in France has many different opportunities of dealing with a flour producer but they chose a particular one. Minoteries Bellot are producers since 1550 and are situated near Niort. A family business focused on the quality of the flour is a perfect match for Pomone.
The buyer position
The market environment
Eggs supplier's market
The suppliers
The purchasing competitors
There are many different suppliers. The company is in contact with 3 suppliers in France but is currently doing business with the company Geslin. Pomone needs to have a good relationship with his supplier because of the necessity to get a good price on this raw material. The suppliers must be located in France and not far from the production site.
The others customers of the suppliers are professionals who need large quantities of eggs.
There are competitor because they also use it in the pastries market.
The egg market is regulated in France. Here are the important points :
Eggs must be labeled to ensure traceability
Designation of the breeding method
Indication of the date of minimum durability
Material cost evolution
Whole egg 1,30€ / kilo > 1,38€ / kilo
Organic Egg 3,85€ / kilo > 3,96€ / kilo
Pomone have the choice of several suppliers. The company is currently doing business with the company Geslin because of the attractive prices offered and because of the ecological responsibility of the company. 100% natural product with minimal impact on the environment. Pomone has new criteria with the Passage exclusively in Whole Eggs Origin France since August 2019 on both sites.
The buyer position
The market environment
Kraljic matrix
STRATEGIC
CRITICAL
Eggs
Chocolate
+
Risks
-
Flour
LEVERAGE
ROUTINE
- Impact of profit +
Attractiveness matrix
CORE BUSINESS
DEVELOPMENT
Chocolate
+
Attractiveness
-
Eggs & Flour
NUISANCE
EXPLOITABLE
- Strengths of business unit +
Raw materials
Soft Butter
Cacao Powder
Black Chocolate
Water
Wheat Flour
Milk 36% powder
Copra
Whole Eggs
Packaging
Cost breakdown
Supply chain process
Supply Chain process
Step 1 : The procurement manager establishes a list of quantity of product according to his production
Step 2 : The purchasing manager orders raw materials and packaging to the suppliers
Step 3 : The production staff make the product
Step 4 : The logistic staff deliver the product to carriers
Step 5 : The carriers deliver our products to our different customers
Step 6 : Final products take place in Restaurants, Supermarkets or even abroad
Recommendation
Sign an exclusivity contract on raw materials
Create our own label of quality on the product
Invest in communication budget's with more events