Delighting French palates for over a century, Picard Surgelés (Picard) is a French food company specializing in the manufacture and retail of frozen products spanning countless categories, from raw ingredients to ready-made meals. Cécile Guillou, CEO, shares insights into the brand’s history and how it became a beloved institution in France.
Cécile Guillou
“Picard was founded in 1906 by two brothers in Fontainebleau, south of Paris, before being acquired by Raymond Picard in 1920, who renamed the company after himself. The first shop opened in 1974, establishing a long history of know-how in the frozen industry. What sets us apart is our status as an independent, family-owned business, though not always under the same family. In 2019, we were acquired by the Zouari family, a name well-known in the French retail industry. This is a way for Picard to remain firmly independent from the larger players in the market and continue on its own path. As of now, we are the number one frozen food retailer in France with a turnover of €1.8 billion. For the past ten years, we have consistently been named the favorite specialty food brand in France, which is a remarkable achievement for a frozen food retailer in a country that loves food, and a testament to the quality of our products,” she begins.
Everyone in France has a story with Picard due to its long history and the genuine love the brand commands. Today, the company boasts 1200 stores across France, Belgium, Luxembourg, and France’s overseas territories. Its loyal customer base, which accounts for more than 80 percent of its sales, is drawn in by Picard’s exclusive range of 1300 own-branded, high-quality frozen food Stock Keeping Units (SKUs). These cover everything from raw products, such as meat, fish, fruits and vegetables, which represent half of Picard’s sales, to ready-made meals, bakery goods and more.
“We have a unique expertise in frozen food development, and each year we introduce approximately 250 new SKUs, replacing the equivalent number from our existing range of 1300. The pace of that renewal peaks at Christmas, given that we are particularly well known in France for our Christmas cakes and other seasonal specialties,” Cécile continues.
High quality products
Product development is a core aspect of Picard’s strategy and one that has empowered the company to remain ahead of the market for many decades. The process is comprehensive and carefully considered, as Cécile explains: “Our marketing team observes all trends across the entire food industry, from chefs at restaurants and fast foods to three-star Michelin restaurants and ingredients. For example, last year, Dubai chocolate and cookies were a major trend. The team monitors and analyzes trends on social media as well as internationally, and then categorizes what they want to develop. Our R&D team, made up of food engineers, takes over and develops recipes that meet both our quality standards and our Corporate Social Responsibility (CSR) commitments. They work closely with our network of 260 manufacturing partners, selecting the right ones based on the expertise required to create each product, with the goal of developing something entirely exclusive to Picard. It is a fascinating job, because the bar is exceptionally high. Every product must be outstanding in quality, genuinely tasty and visually beautiful. Importantly, we make sure that when a customer places a Picard product on their table, they feel proud to serve it.”
For Picard, freezing is simply a way to preserve a product, not an indicator of quality. In fact, the company is renowned for preserving the high quality of its products through the freezing process. As the company celebrates its 120th anniversary this year, Cécile reflects on the role this focus on quality has played in its longevity. “What has enabled us to adapt across all these generations is food innovation and a deep expertise in that process. Frozen food tends to carry a low image outside of France, and it can be hard for people abroad to understand how a frozen food retailer has become a champion in a country so passionate about food and cooking. In some countries, serving a frozen meal to guests is considered an insult. It is a perception we are determined to change, as in France, that is simply not the case. The trends we see in France, which have supported our business for so many years, are the same ones emerging across all neighboring countries.”
The first of these trends is convenience. Average household sizes are shrinking across developing countries, populations are ageing, and people increasingly want easier meal solutions. Picard products address each of these issues by saving time and simplifying daily life, not just through its ready-made meals, but even its raw products. For example, its frozen chopped onions are already prepared, making cooking that much easier.
Another key trend is the growing demand for quality and healthy food, driven by ongoing discussions around processed food and additives. Frozen food is merely a way to preserve a product as well as its taste and nutrients without waste or additives. The last and perhaps most significant trend is sustainability. At every stage of the supply chain, including in the homes of consumers, frozen food generates less waste. People only take the quantity they need from their frozen food items, which saves money and reduces environmental impact, something that resonates increasingly strongly with consumers everywhere.
Quality convenience
On a related note, Maxime Margain, International Director, highlights Picard’s organic range, which embodies the company’s commitment to quality, health and sustainability. “Many of our products are organic, and organic food is both on-trend and genuinely good for health, which means it resonates with consumers on multiple levels. Our organic products are selling very well, particularly in the UK, as in many ways, they tick every box. The broader challenge is simply educating our consumers about how beneficial frozen food can be, both for them and for the planet. We want them to understand that frozen does not mean cheap, full of sugar or nutritionally poor, which has been the common perception for decades. Picard is the opposite of that, we offer something that is healthy, sustainable and genuinely delicious without compromising on quality, ingredients and nutrients, and that makes a big difference,” he ends.
Convenience, quality and sustainability are trends seen everywhere in the world, and Picard is well placed to meet them beyond France as it continues to expand. With these priorities embedded at its core, the company is poised for further success both domestically and internationally.