Sarah Boddy, managing director for St Pierre at Grupo Bimbo, recently spoke to the The Griffin Report about the company’s journey and how it is helping retailers navigate inflation and other industry challenges.
“When we launched into the U.S. market…nobody knew what brioche was,” Boddy said.
“We had a big job in educating the customers in what brioche was and why St Pierre was so different and special. It comes back to [our] high quality, authentic fresh recipes, which we continue to push hard in the market.”
While the company has spread its passion for French brioche baked goods to U.S. consumers, Boddy noted that there are still some who haven’t experienced the brand yet.
[RELATED: St Pierre Highlights Success Bringing French Brioche To U.S.]
“We are continually working with the retailers; we always analyze the data,” she said. “We’re always putting the consumer first and making sure that you know what we’re doing is best for the consumer.”
In addition, Boddy said St Pierre has found the U.S. markets’ approach to business inspiring, citing it as one of the main reasons the company expanded its distribution.
“A retailer on the East Coast…will be a completely different scenario to what you’re seeing on the West Coast. The consumers are different,” she explained. “The whole mindset is different. It just brings different challenges in every single way.
“When you’ve got a great brand, product and story, it’s so exciting to be able to bring that to the retailers.”
Grupo Bimbo has worked with St Pierre to create additional in-and-out temporary cases to appeal to retailers that may not have the space for one of the brand’s Eiffel Tower displays, which are more permanent.
“We’re leveraging [Grupo Bimbo’s] support … We continue to do all the great things that we were doing previously,” Boddy said.
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