"Our employees want to make the customers happy!"
Interview with Sofie De Lathouwer, CEO of Gudrun Groep
Chocolates and truffles from Belgium are renowned worldwide for their excellent reputation. Ensuring that these delicious chocolate products live up to this reputation is the aim of Gudrun Groep from Lier. Under the slogan 'Chocolates, we take it personally', the team works every day to provide customers with creative, sustainable, and innovative solutions. The range includes everything from the idea to the manufacturing and individual packaging – all with expertise dating back to the 1940s.
"Our employees want to make customers happy." For Sofie De Lathouwer, CEO of Gudrun Groep, this is one of the strongest reasons for the success of the Belgian truffle and praline specialists. However, there are other factors that Sofie De Lathouwer points out: "We treat our customers' Private Label as our own brand. Customers also appreciate the personal relationships as well as our quality and speed." 90% of their sales are with Private Label customers, whose products are in the premium segment. "We create our products according to our customers' ideas," describes Sofie De Lathouwer. "Thus, we have our own kitchen where the fillings for the pralines are crafted. We offer product alternatives, both free from peanuts and vegan, to accommodate the many people who suffer from allergies. Otherwise, we align ourselves from A to Z with our customers' ideas, starting with the shape of the pralines to the type of packaging."
Usually, customers desire assortment boxes. About 10% of the sales are made up of the two private labels Miss Gavarny and Grand Belgian Specialties.
Success Story
The history of the Gudrun Groep dates back to 1942, when the baker and patissier Jozef de Bruyn began making fine chocolates for himself and a colleague. Over the decades, demand steadily increased, leading to a gradual shift from artisanal to machine production. To this day, the best raw materials and a love for the product remain at the heart of their operations. Internationalization began in 1974 and a dedicated factory opened in 1981. Another significant step was the collaboration with two major retail companies starting in 2007. Since then, the products have been heavily personalized according to client wishes, for example through individual fillings, glazes, and packaging.
The introduction of the two proprietary concept brands Miss Gavarny and Grand Belgian Specialties took place in 2016. A year later, the Gudrun Groep acquired the high-end brand, known for its exceptional taste, imaginative shapes, handcrafted chocolate bars, and exotic flavors. In 2019, a packaging factory for assortment boxes was opened in Poznań, Poland. Since 2021, the Gudrun Groep has also offered a vegan product line with Grand plant based. A special highlight in the company's history is the recently awarded Top Innovation Award at the International Sweets Fair (ISM) in Cologne. The Cacaofruit Bites impressed with sustainability, innovation, and a fruity taste experience.
In Demand Worldwide
Currently, the Gudrun Groep, acquired in 2015 by a private equity firm, employs 170 staff at its headquarters in Lier and 25 in Poland. During the peak season, 100 temporary workers in Belgium and 200 in Poland supplement the teams. Two large retail chains are the most important customers, along with many other clients. More than 95% of sales are generated outside Belgium, with the USA, the United Kingdom, Japan, and Canada being the largest markets. "Our sales organization maintains regular contact with our customers, whom we also like to advise," explains Sofie De Lathouwer. "Our own research and development department is always open to innovative ideas." Key marketing activities include the website and social media presence, as well as the annual booth at the ISM in Cologne.
Open Communication
In order not to overwhelm the employees, the digitization of Gudrun Groep is being handled gently. Payrolls are now digital, and the ERP software Proceedix introduced in 2023 enables employees to control and execute all processes from a central platform. Since 2023, the focus has also been on sustainability. Sofie De Lathouwer: "We rely 100% on green energy, produce 20% of our electricity ourselves, consistently reduce our plastic content as well as the weight of our packaging, and thereby continuously reduce our CO2 emissions." With an open management style and a focus on good communication, the boss leads her employees. In doing so, she is always aware of her social responsibility for people who are not suitable for the primary labor market. "We want to continue to grow, grow healthily and intelligently," describes Sofie De Lathouwer her perspectives. "In doing so, we want to continuously score with innovations."