2024-10-07 17:42:54
Produced by the Aracao company, this spread has seen its order book fill up in recent days. It benefits in particular from the ban imposed on its Algerian competitor El Mordjene.
When a viral trend on social networks benefits a small Norman business. In recent days, French spread Crema Bueno has seen its popularity soar and its order book explode. A great success for its manufacturer, the Aracao company, which benefits above all from the setbacks of one of its well-known competitors.
Great success this year on social networks, the famous Algerian pasta El Mordjene, sold since 2021 in Algeria, has in fact been banned in the European Union: it did not meet the conditions necessary for the export of goods containing “dairy products intended for human consumption”the Union authorities recently estimated. Very bad news for the company… As well as a great opportunity for Aracao, whose diffusion, similar to that of El Mordjene, is coming to light.
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“Unfortunately the European Union ban has put us in the spotlight”jokes Alexandre Cousin, co-director of the Norman company. Coincidentally, this ban coincided with the release of Crema Bueno in mid-September “three, four” large and medium sized areas. And in one of them the figures communicated are mind-boggling: in the launch weekend around 400 jars were sold compared to 80 jars of Nutella. Thanks to the dizzying visibility offered by social networks, the company’s inbox filled at lightning speed with affiliates and purchasing centers eager to market the product. In no time at all, a contract has already been signed with powerhouses Auchan and Leclerc. At the same time, talks are taking place with Système U, reports Alexandre Cousin.
In Aracao, logistics must follow
If there are other alternatives to Algerian cream, the success of Crema Bueno seems to be explained by its price, around three euros on the shelves. For comparison, the competing company Matilde’s counter did not observe a rebound effect on the trend The Mordjenedespite an equivalent product, sold for eight euros. “For our part, we focus on the long-term loyalty of our customers and on a higher peanut content than our competitors”explains Estelle Faucher, marketing director of Matilde’s counter.
Read also“You’re jealous!” : El Mordjene ban spread across Europe leaves a bad taste in Algeria’s mouth
For the Norman company Aracao, this unexpected success doubled the workforce, going from seven to sixteen employees, reaching twenty-three employees at the end of October. The company has converted to 3×8 operation, which allows it to operate 24 hours a day, 7 days a week. A significant effort, but one that remains insufficient to provide “10,000 jars a day” requested today by consumers, testifies the company, now capable of producing 3,500 vases a day.
Already working sixteen hours a day to support this rapid rise, Alexandre Cousin relies on the Entreprendre network, a community of business leaders, to help him with marketing and business development. Aracao also receives dozens of CVs from France Travail to meet its recruitment needs in an area – Seine-Maritime – particularly affected by deindustrialisation.
The company will now have to respond to several challenges and is looking for workers “other professions: warehouse workers, logisticians and sellers”explains Alexandre Cousin. The current location may soon become too small and the group, which needs money to finance its glass jars, will raise funds. “It shouldn’t be a problem, bankers are our friends when a company is successful, right?”smiles the Norman entrepreneur.
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