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through the freezing process. As the company celebrates its 120th anniversary this year, Cécile reflects on the role this focus on quality has played in its longevity.“ What has enabled us to adapt across all these generations is food innovation and a deep expertise in that process. Frozen food tends to carry a low image outside of France, and it can be hard for people abroad to understand how a frozen food retailer has become a champion in a country so passionate about food and cooking. In some countries, serving a frozen meal to guests is considered an insult. It is a perception we are determined to change, as in France, that is simply not the case. The trends we see in France, which have supported our business for so many years, are the same ones emerging across all neighboring countries.”
The first of these trends is convenience. Average household sizes are shrinking across developing countries, populations are ageing, and people increasingly want easier meal solutions. Picard products address each of
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