A new line of San Francisco-style sourdough bread: "Au bon moulin" company- the authentic bread

Résumé du document

"Au bon Moulin" was created in 2000 in France by Dubois' family. This familial bakery opened its doors with a new concept for the bakery industry. Indeed, Dubois' family wanted to make "green bread" with raw materials produced ecologically and make their bread in ecological bakery. So, the first bakery was built with ecological materials: wood, solar panels for electricity, ecological machines and packaging for products are in recycled paper too. Also, the company works with local producers for the raw materials to be sure they are ecological and reduce cost for consumers. So, prices are almost equal to other companies.

This concept was created to respond better to consumers' needs. Indeed, for 10 years, more people consume "green products" because it's a trend and they want eat better. They don't want any more industrial and chemical products which destroy and pollute the environment. Also, they think about their health and their well-being, which have a big importance in their life. The company makes several products: different breads (baguette, cereals bread, polka), special bread (filled bread, perfumed bread), pastries, and buns.

The first shop opened in Paris, and today, there are 10 bakeries around France (Bordeaux, Marseille, Lille, Lyon, Strasbourg). Today, there are 150 employees and the turnover reached almost 20 million. So, the company decided to open new stores around the world. The company chose to open the first shop in San Francisco because it's a potential market was especially for the sourdough bread. And today, the market is divided between only three companies. So, the market is concentrated but these companies are just traditional and they don't innovate. They don't develop their industries on "green market". So "Au bon Moulin" can easily develop its concept there because there are lots of people who composed their target, the "green consumers". Also, the French bread is known around the world as the best and American people love French bread.