◀ Cécile Guillou
Everyone in France has a story with Picard due to its long history and the genuine love the brand commands. Today, the company boasts 1200 stores across France, Belgium, Luxembourg, and France’ s overseas territories. Its loyal customer base, which accounts for more than 80 percent of its sales, is drawn in by Picard’ s exclusive range of 1300 ownbranded, high-quality frozen food Stock Keeping Units( SKUs). These cover everything from raw products, such as meat, fish, fruits and vegetables, which represent half of Picard’ s sales, to ready-made meals, bakery goods and more.
“ We have a unique expertise in frozen food development, and each year we introduce approximately 250 new SKUs, replacing the equivalent number from our existing range of 1300. The pace of that renewal peaks at Christmas, given that we are particularly well known in France for our Christmas cakes and other seasonal specialties,” Cécile continues.
High quality products
Product development is a core aspect of Picard’ s strategy and one that has empowered the company to remain ahead of the market for many decades. The process
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