Cereal chain

Asia, a specific horizon

07 July 2014

To address Asian markets typified both by their distance from Europe and their vitality, the Trading Division (Soufflet Négoce) is promoting the excellence of the traceability system developed in the Group.


Reputed for their growth and vigorous demand, Asian markets also have a cost due to their geographic remoteness, by definition not compressible for cereal exports. So they require a “niche” strategy specific to Soufflet Négoce, focused on top quality.


Japan, Korea, China

That is what we initiated some fifteen years ago in Japan, where Soufflet Négoce operates via a “sōgō shōcha”, in other words a trading house. Through this intermediary, we supply the country’s biggest miller with traceable, untreated wheat, grown exclusively in France to a particular agricultural specification: our production also supports the local premium brand of French baguettes, named “Terroir”.

More recently, we have just taken a similar approach in Sough Korea in partnership with a local firm in the food industry. All the work that we are able to do with all players in the sector resulted in this firm choosing us – from the selection and shipment of wheat, our milling expertise and technological innovation in the field of ingredients.

In China, imports are negotiated under the oversight of the government, through tendering, which results in competition between the various authorised origins, including French origin wheat. Here too, Soufflet Négoce is investigating the possibilities of exporting top quality products to the country.


Supply chain expertise

Although these “exotic” markets account for small quantities, of the order of a few thousand tonnes a year, quite unlike our historic markets of North Africa, Sub-Saharan Africa and the Near and Middle East, their tough requirements bear witness to the recognised excellence of all the Soufflet Group’s Divisions in terms of “custom” specifications and supply chain traceability. From the field to the end customer, our expertise in procurement, identification of batches, storage and shipment of the goods is known, and also chosen.

Our approach

Right from the outset, the Soufflet Group developed itself in the wheat and barley industries by broadening the scope of its activities and acquiring more in-depth expertise from collection to transformation. Controlling all aspects of the production chain, in order to serve all its stakeholders, has always been our culture.