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 on its Algerian competitor, El Mordjene.
When a viral trend on social networks benefits a small Norman business. In recent days, the French spread Crema Bueno has seen its popularity soar and its order book explode. A great success for its producer, the Aracao company, which especially benefits from the setbacks of one of its well-known competitors.
Great success on social networks this year, the famous Algerian paste 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 which contain “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 spread, similar to El Mordjene, is being highlighted.
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“Unfortunately, the European Union ban has put us in the spotlight”quips Alexandre Cousin, co-manager of the Norman company. Coincidentally, this ban coincided with the putting on the shelves of Crema Bueno in mid-September, in “three, four” large and medium-sized areas. And in one of them, the figures communicated are dizzying: around 400 jars were sold during the launch weekend compared to 80 jars of Nutella. Through the dizzying exposure offered by social networks, the company’s mailbox filled up at lightning speed with franchisees and purchasing centers wishing to market the product. In no time, a contract was already signed with the Auchan and Leclerc power plants. At the same time, discussions are taking place with Système U, reports Alexandre Cousin.
At Aracao, logistics must follow
If other alternatives to the Algerian spread exist, the success of Crema Bueno seems to be explained by its price, around three euros on the shelves. For comparison, the competing company Mathilde’s counter did not observe a rebound effect on the trend The Mordjenedespite an equivalent product, sold for eight euros. “We are banking, for our part, on the long-term loyalty of our customers, and a higher peanut content than our competitors”explains Estelle Faucher, marketing director at Mathilde’s counter.
Also read“You’re jealous!” : the ban on El Mordjene spread in Europe leaves a bitter taste in Algeria
For the Norman company Aracao, this unexpected success doubled the workforce from seven to sixteen employees, and up to twenty-three employees at the end of October. The company has converted to a 3×8 operation, allowing it to operate 24 hours a day, 7 days a week. A significant effort, which nevertheless remains insufficient to provide the “10,000 jars per day” demanded today by consumers, testifies the company, today capable of releasing 3,500 pots per day.
Already on deck for sixteen hours every day to support this rapid rise, Alexandre Cousin relies on the Entreprendre network, a community of business leaders, which helps 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 deindustrialization.
The company will now have to respond to several challenges, and is looking for workers in “other trades: warehouse workers, logisticians, and salespeople”explains Alexandre Cousin. The current premises could quickly become too small, and the group, which needs money to finance its glass jars, will raise funds. “That shouldn’t be a problem, bankers are our friends when a company is successful, right?”smiles the Norman entrepreneur.
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