Marking 50 years in Germany
09 Oct 2018 | Lesaffre
Lesaffre used the IBA 2018 trade fair to celebrate its 50-year presence in Germany. “IBA is the German trade fair most visited by bakers, as such it’s an ideal platform for meeting our customers,” notes Ksenia Armsprach, Head of Marketing at Lesaffre Germany. The IBA fair was also an opportunity for their German subsidiary to promote its products especially the new Livendo Freyja liquid sourdough range and the FALA yeast range, well-known for its osmotolerant properties especially adapted for use in sweet dough/pastry.
At Ebay in Munich and I'm here with Xenia Armsbach from Leafra, and Leafra is marking 50 years in Germany this year at this year's events.
Zenia, how has the company evolved over that period and what have been some of the kind of the key themes?
In 1968, we started in Germany by selling the yeast coming from France across the border.
We were selling not only the yeast but also the mixes, 100% mixes, pre-mixes for some breads which were easy for bakers.
To mix with the water and produce their bread nowadays, however, the market has changed and the bakers are going more in the natural direction, the bio clean label, so they're using more monocomponents as we call them.
So this year at Tiba we are presenting one of our mono components which is sourdough starter to make the mix rye breads as as different yeast ranges, starting from Universal Yeast.
Back to the east for the sweet doughs, around 15% of the old baked goods that are presented in the bakery are made with the sweet dough, so this is a good solution for the bakers to use this yeast to produce their sweet doughs because it's quite interesting because it's really a return back to the roots, isn't it, when you think 50 years that it's kind of really.
These very authentic products making a comeback.
It's really a very authentic part and that's where we put our emphasis on the trade, the trade fair.
We are promoting our natural products, our bioproducts, as as our yeasts.
Thank you very much.
