In Flanders’ fields the Poppies blow.  And now, across the Atlantic to Battleboro, North Carolina, does Poppies International go.  Just in time to mark the Zonnebeke, West Flanders, Belgium-headquartered company’s 25th anniversary, a brand new, state-of-the-art frozen sweet goods factory will be up and running in the United States by September 2001.

The plant, which will employ 50 people, will initially concentrate on the production of small, hand-held frozen desserts and snacks such as puff pastries and mini eclairs.  The facility will also be equipped to bake cakes, macaroons and other products.   Charged with overseeing the operation is Luk Kerckhof, vice president (Fax: 1-252-442-3196).

‘North America is a very important part of our expansion strategy,” said Olivier Haspeslagh, marketing manager. “We have been on the ground there since the early 1990’s.  In 1999 Poppies Inc. USA was officially launched.  The emphasis is very much on distributing Poppies branded products rather than private labels.”

The company began exporting to the United States and Canada in earnest during the mid-1990’s.  Its ambient temperature impulse cookie and cake lines can be found in stores from New York to San Francisco.  Frozen packs are distributed among both catering and retail outlets.  Sam’s Club sores carry the Deluxe Belgian Mini Assortment range of 52 pastries.  The Party Pack contains Chocolate-covered Hazelnut Cream Puffs, Strawberry Mini napoleons, Black Forest Swiss Rolls and White Chocolate-topped Mini Eclairs filled with Bavarian Cream.

Pointing out that trade tension between the European Union and USA last year was one factor in the decision to invest in North Carolina, Haspeslagh added that the moment was right to build in the United States.  “There is a definite advantage in not having to ship containers, which incurs additional transport and tariff expenses” he said. 

Meanwhile, a new cold storage warehouse recently came on line at he company’s flagship factory in Belgium.  It has space for 4200 euro pallets, more than enough to build stocks as needed from three production lines turning out frozen desserts.  A separate facility stores ambient temperature cookies and cakes produced from six oven lines.  Europe by far was the main market for some 15000 tons of baked goods sold by Poppies in Y2K.  turnover was approximately BF 2 billion, of which 90% was derived from sales beyond Belgium.  Frozen desserts rang up 60% of total value, while representing 50% of volume.

The United Kingdom ranks as Poppies’ No. 1 national market for frozen desserts, accounting to 41% of tonnage.  Next is France (19%), followed by Belgium (16%), Germany and Holland (9% each). 
Profiteroles (known also as puff pastries) are the big sellers among frozen desserts, generating 62% of revenues last year.  This category features dairy cream puffs, ice cream profiteroles and chocolate cream puffs.
Coming in second with 26% of sales are Eclairs (dairy cream, vanilla, coffee-and chocolate-filled), followed by assorted packs (10%) and miscellaneous items (2%).

The company has come a long way since master baker Luc Popelier teamed up with Frans Castelein in 1976 to industially produce for the world what previously was available only in the bake shops of Ieper.  Since then the family-run business has grown from a six personoperation to become a provider of employment for 200 people in Belgium alone.  During the same period, turnover has skyrocketed from initial year sales of BF 10 million.
Management is planning a big party in October to celebrate its silver anniversary.  Invited guests can expect plenty of sweets to eat.  Indeed, Poppies aims to be recognized by the Guinness Book of World Records for baking the largest cake in history and serving thousands of slices to those in attendance.

Poppies Deluxe Belgian Mini Assortment is chock full of enough pastries to throw a very sweet party.  The bulk pack contains 12 chocolate-covered Hazelnut Cream Puffs, a dozen Black Forest Swiss Rolls, another dozen White Chocolate-topped Mini Eclairs filled with Bavarian Cream, plus 16 strawberry Mini Napoleons.

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