Due to a market environment which has remained challenging and tough wider economic conditions, Griesson - de Beukelaer (GdB) draws mixed conclusions regarding the 2022 financial year. The manufacturer of sweet and savoury biscuits from Polch (Rhineland-Palatinate) achieved a turnover of 566.9 million euros in the past year, recording an increase of 14.2% in comparison with the previous year. In terms of sales, the company ended the year with growth of 6.2% to 161,000 tonnes. The positive development of the brand business, including the Prinzen rolls and the crispy bread brand LEICHT&CROSS, was a key driver of growth. With a market share in volume of 9.1%, GdB regained its market leadership in the German sweet biscuits market and also increased its turnover, with a market share of 7.2% (source: IRI, LEH+Drogeriemärkte, 2022). Approximately 55% of total sales were attributable to international business, principally in other European countries and in North America.
Significant increases in the costs of raw materials, energy and packaging, as well as fragile supply chains and the continued high volatility in the procurement markets: the past year brought several challenges, not just for GdB, which had a negative impact on the company’s earnings situation. “In view of these particular challenges, here at Griesson - de Beukelaer we are proud to have achieved these results while maintaining our high standards of quality. Our thanks is due to our entire staff team,” explained Managing Director Dany Schmidt. Schmidt considers the team spirit in the company, in successfully rising to extraordinary challenges, as a key factor in the company’s success. “Our enthusiasm and cohesion are what set us apart as a family business.” GdB also underscored the successful implementation of its sustainability strategy in the past year in being awarded with the gold medal for sustainable corporate governance from the highly-regarded EcoVadis rating platform. “Our award is proof that we are on the right path and also encourages us to press ahead with our dedicated efforts in the area of sustainability in particular,” explains Dany Schmidt.
Investments and innovations in the current year
For the current financial year, Griesson - de Beukelaer intends to continue its path to growth despite the challenging wider conditions. In this respect, the company will continue to invest at all three of its locations in Polch, Kahla and Wurzen. GdB is also building on the strength of its brands: the HÄPPY CHIPS from LEICHT&CROSS, which combine the airy, crispy texture of the popular crisp-bread with the pure vegetable recipe and the spicy enjoyment of crisps, are a genuine innovation on the crisps shelf. The Griesson Zebraaa Bites are another new product: these crispy waffle wedges filled with a nut-nougat cream cater for moments of pleasure great and small.
With effect from 01.04.2023, Pascal Haegel is to succeed Werner Stegmüller in the position of Commercial Director. Commercial Director Ralf Brinkhoff is to leave the company on the best of terms on 31.03.2023. He is taking on a new role as CFO outside the food industry.