How B.PRO France is helping successfully shape a demanding market

France is a special market because two established local manufacturers are active here. This market structure ensures intense competition, yet also a high degree of innovation. The customers are discerning and the projects are complex, so advisory services are very much in demand.

This is precisely where our strength lies: We are close to the market, speak our customers' language, know their structures and develop our activities in a very targeted manner.

One of the biggest drivers is the country's EGAlim Act. It stipulates that plastic should be gradually banned from commercial catering. For many operators, this involves a fundamental reorganisation of their procurement operations. For us, this therefore means: GN containers produced from stainless steel – a product group with which B.PRO has a great deal of experience and also a diverse portfolio – are becoming more relevant than ever before. Demand is increasing significantly, particularly at schools and among large caterers.

Another topic that is increasingly being discussed in France is disposable packaging for single portions, which ideally should even be microwaveable. We are also keeping a close eye on this market trend.

Our most important levers are the three major caterers: Elior, Sodexo and Compass. These supply thousands of schools, hospitals/clinics and company restaurants with meals – working to clear distribution cycles. The process starts again every three years: Offers, negotiations, trials, customisations. If a new product impresses here, it then automatically reaches a broad market.

We also work closely with planning offices, architects, municipal organisations and other decision-makers. Many projects come about through tenders. This means: We need to be present early on and position our solutions so that they are already considered during the planning phase.

Reputation also has a part to play here. In France, great emphasis is placed on long-term relationships. Indeed, personal trust, local presence and continuity count at least as much as technical information.

Our strongest position is in the area of serving lines, especially where robust, flexible and easily configurable solutions are required on a day-to-day basis. This applies in particular to schools, yet also to public facilities that are looking for a functional and durable solution. Our broad product range offers us a clear advantage, as it allows operators to customise the colour, functionality and equipment of the serving lines. More and more entities are now focussing on individual solutions – not only in terms of function, but increasingly also in terms of appearance.

Alongside this, the topic of front cooking is also gaining in importance. Many French caterers are working on making their offerings more visible, fresher and more interactive. Those who offer the right solutions will be in greater demand. And finally, we also have the GN containers already mentioned. This is an area which we believe is likely to enjoy rapid growth.

One particular highlight for us was equipping the 2024 Olympic Games. This project impressively demonstrated how our solutions work on a large scale.

I have been with the company since April 2007. Before that, I worked for the competition for many years, where I was responsible for the French market. When the opportunity arose to strategically develop and reposition B.PRO France, everything was secured with a handshake.

As General Manager, I am today responsible for the entire branch. I look after key accounts and conduct contract negotiations with the caterers, while also overseeing the development of our market strategy. This also involves identifying new topics at an early stage, regardless of whether they are architectural trends, legal changes or technological developments in the field of automation.

The fact that I have been loyal to B.PRO for over 18 years is largely down to the reliability and the freedom with which we work here, especially in dialogue with the company headquarters in Oberderdingen. Things that are agreed are then also honoured. This creates stability for the team and for me personally.

We are six employees plus one commercial agent. Three colleagues work in the back office, while the other three work in the field. The duties are clearly allocated: The back office looks after dealers, produces quotes, processes tenders and supports the sales force. The sales force is out and about in the market every day, visiting dealers, accompanying planning offices and organising product training courses. Short coordination paths, mutual support and a great deal of flexibility make us a quick-witted sales team. The commercial agent expands our presence in the Southern France. France is a large country, and this structure enables us to serve the market nationwide.

Digitisation is set to become increasingly important in all areas, i.e. planning, food distribution and process control. Operators are keen to secure more accurate forecasts, more transparent documentation and greater work efficiency.

Automation is another key topic, especially at large hospitals and in production kitchens. France has around 180 hospitals/clinics of a size relevant for this. Automation will become far more relevant for these facilities in the coming years, partly because staff shortages are also increasing. B.PRO is assuming a pioneering role in this arena in Germany and will also do so in France.

The question as to how food will be served in future is also changing. Will classic serving lines remain? Will new systems, such as smart lockers, pre-order apps or hybrid distribution concepts, become established?

Many things are changing. But this is precisely what makes the job so interesting.