“We believed from the beginning in a great future of synergy, combining the technological know-how of the La Lorraine Bakery Group and the in-depth knowledge of the local market of BakeHellas.

Together, we can strengthen our market position by pursuing our product leadership strategy and offering unique and differentiated baked goods.” With these words, Mr. Guido Vangerpe, Managing Director of La Lorraine Bakery Group (LLBG), explains to Kathimerini why the Belgian multinational corporation decided in a difficult 2020 to buy 50% of the Greek BakeHellas and make significant investments in Greece. Last Thursday, he was in Greece for the official opening of the new BakeHellas factory in Schimatari, an investment of 11 million euros, and together with the founder of BakeHellas and a member of its management, Mr. George Mavromaras, they spoke about the company, its immediate plans, but also about market situation.

BakeHellas was founded in 2001. The La Lorraine bakery group was founded in 1939 by Gérard Wangerpe and currently has 17 production plants in Belgium, Poland, Romania, the Czech Republic, Turkey, Greece, Hungary, Italy and the United Arab Emirates. He is also active in the catering industry with the renowned Panos chain in Belgium. In 2022, its turnover reached 1.168 billion euros.

– In 2022, BakeHellas increased sales by approximately 60% in value terms, with a corresponding increase in volume. Part of the value increase comes from the sale of an updated set of new codes as a result of our partnership with La Lorraine Bakery Group. Its turnover reached 13.4 million euros, and by 2023 it is expected to close at 18 million euros with increased profitability. Overall, the company received limited valuation as it absorbed much of the cost of raw materials. Thus, despite a significant increase in sales, the results were only slightly higher than in the previous year.

“First, the pandemic and problems in the international supply chain, and then the war in Ukraine, created an unprecedented situation of a significant increase in the cost of all factors of production. In particular, a bakery with a high dependence on grain and energy prices faced very high prices for flour and energy, which we all know. Encouragingly, energy prices have come down this year, although prices for many commodities seem to have stopped rising as well.

“Containing the impact of repricing all cost elements from 2021 onwards has been a top priority for the company. New suppliers and shifting to more efficient operating modes are some of the steps taken by the company. And, of course, BakeHellas’ big investment in more productive new facilities, including a 500kW photovoltaic system for self-produced electricity.

Innovative baking technology has conquered the market with its convenience, freshness and innovative bakery products.

– Since the beginning of the year, BakeHellas has a double-digit sales growth rate compared to the same period in 2022 in both value and sales volume. We expect the same pace throughout the year, supported by the growth of the bakery and tourism market, and we expect 2023 to end with a turnover of 18 million euros and an increase in profits.

– For many years, La Lorraine Bakery Group (LLBG) has sought to expand its international presence in Southern Europe and especially in Greece in order to develop the potential of the off-market Greek pastry market, which was at an early stage compared to other European countries. BakeHellas and La Lorraine Bakery Group, family businesses with a long history in baking and pioneers in the field of frozen baked goods, have decided to join forces in an effort to invest in new state-of-the-art manufacturing facilities to further increase their market share. growing Greek pastries off the market. From the very beginning, we believed in a great synergy future, combining LLBG’s technological know-how and BakeHellas’ in-depth knowledge of the local market.

– Since 2001, BakeHellas has been a pioneer in the growing bakery sector in Greece. Due to the traditional nature of Greek pastries, off-market pastries initially started at a slow pace. Today, it is in full development as this innovative technology has conquered the bakery market with its convenience, freshness and innovative bakery products. Bakery products are partially baked in the bakery, frozen and then baked in shops and food service outlets, offering consumers unparalleled freshness, crispness and taste.

Over the past two decades, BakeHellas has gradually increased the production of frozen baguettes, ciapatas, signature Greek breads and desserts at its two production facilities in Schimatari, Boeotia. Today the company holds a leading position in the bakery market and develops the bakery market in Greece as a whole.

– Further development of BakeHellas in the bakery market is possible thanks to the investment in a new bakery production plant with two modern production lines. The new factory is unique of its kind in Greece and has two fully automated modern production lines producing top quality baguettes and traditional bread. In addition to exporting to Greece, Cyprus and North Macedonia, we are also considering the Albanian market.