St Pierre Groupe has extended its distribution reach in the middle east by securing a foodservice listing with Bidfood ME.
Following the deal, continued growth in the retail sector could see St Pierre’s sales rise by almost 40% in the UAE, the group said.
Sales of St Pierre Groupe brands in the UAE have achieved double-digit growth from 2016 through to 2020, with progress only slowing slightly during the pandemic, the company added.
“This move into the foodservice sector with Bidfood ME is part of our mission to help make premium, quality products accessible to everyone,” said Mark Frossell, commercial manager, UAE at St Pierre Groupe.
The group’s St Pierre and Baker Street are distributed across the UAE, both in the retail and foodservice sectors.
“Our brands perform particularly well in the Middle East market,” said Frossell. “For St Pierre, as experts in brioche, we offer a premium product that allows consumers to upgrade everyday menu staples. Meanwhile, Baker Street offers a slice of home to the hundreds of thousands of UK expatriates living in the UAE, with a range of traditional bakery products.”
The St Pierre brand originally launched into the Middle East market in 2014 after the parent company established a relationship with global exporter YInternational. In 2020, St Pierre Groupe was invited by the Department for International Trade (DIT) to join a delegation at the Gulfood trade show in Dubai which, according to the supplier, cemented relationships with retail operators Lulu’s, Choithrams and Spinney’s.
In 2020, St Pierre Groupe’s turnover surpassed the £100m mark for the first time in the company’s history, according to accounts filed with Companies House. The achievement was seen as a boost to the company’s plans to double the value of its business over the next five years.
The goal was revealed in September 2021 when David Milner took up the position of CEO. Milner said there was “still huge potential” for the group, describing it as a “phenomenal business, doing bakery differently” with its three brands.