International Distribution, Jacquet Case Study

Introduction, the company

The story of the Brioche Pasquier began in 1974, it is a French family business that manufactures and commercializes industrial pastries and cakes. The company has become the number one industrial bakery in France.

Founded in 1974, today it is still controlled by the Pasquier family, which owns over 90% of the company’s stakes. Originally specialized in pastries, the brand has expanded itself thanks to various factory acquisitions, primarily in the field of pastries (fresh and frozen) and rusks. It now has 15 factories in France, 2 in Spain, one in the UK, one in Belgium, and one in Germany. It has recently bought stakes in an American dessert company. Brioche Pasquier built its first factories of industrial production in 1976.

It was in 1980 that the company developed Pasquier at the national level. In fact, in 1985 Pasquier made ​​its debut on the stock exchange. In 1986, Pasquier opened a new factory in the area of Lyon that allowed it to supply the Alps.

So, between 1977 and 1999 the brand opened five plants in different locations to cover the market.

In 1986, Pasquier created the now famous brand “Pitch” with different kinds of cakes.

But starting from 1992, Brioche Pasquier diversified into the pastry market with the acquisition of three new plants: a production of pies, one of donuts and one of “choux” pastries.

As the years passed by, Brioche Pasquier continued to grow. That is why since 1998, the brand has been developing sales subsidiaries in Europe.

Pasquier in 2001 made ​​a new acquisition: Productos Recondo in the Spanish Basque Country. This acquisition makes braised bread and rusk. This acquisition marks the development of the brand, Brioche Pasquier wants to diversify by making new products but also by reaching a larger number of customers.

A few years later, in 2005, La Brioche Pasquier made ​​a new acquistion and integrated a new activity, "Crisp bread" (biscotte). Pasquier bought the brand “Auga” and...