Griesson - de Beukelaer (GdB) takes positive stock of the company's development in 2024, which, in addition to various challenges, also marks a special anniversary: Griesson - de Beukelaer celebrated a century of passion for baking and is well equipped to continue its successful course in the future. Last year, the family business headquartered in Polch in the German state of Rhine-land-Palatinate increased its turnover by 5 percent compared to the previous year to 723 million euros, exceeding the 700-million-euro mark for the first time. Sales slightly decreased to 153,000 tons. The result for the fiscal year was in line with expectations despite adverse circumstances and a challenging environment. The main driver of sales growth was necessary price increases and changes in the product mix. About 55 percent of total sales are attributable to international business, mainly in European countries and North America.
"The balance sheet for the 2024 financial year underlines the successful continuation of the course we have taken and the strategic clarity of our corporate development. In our 100th anniversary year, this is a clear sign of the future strength of a high-performance family business," says CEO Dany Schmidt. With the brands Griesson, De Beukelaer, Prinzen Rolle, LEICHT&CROSS and Cereola, GdB gained market share both in terms of turnover and sales despite challenging circumstances. Prinzen Rolle, the best-known sandwich cookie in Germany, defended its position as the top-selling product in the sweet baked-goods market. In addition to the branded business, sales in the private label segment also developed positively.
Sustainable by conviction
Griesson - de Beukelaer continues to pursue its ambitious sustainability strategy with determination and achieves an important milestone by converting the sandwich cookie and cookie portfolio to plant-based recipes. "We deliver what we promise," says Dany Schmidt. "On our way to becoming a 'plant-based' company, we are constantly working on improving our recipes, always focusing on the taste and quality of our products. With the recipe conversion, we now produce a total of 50 percent of our volume plant-based."