Meeting customer and consumer expectations
With initiatives including its external growth operations and commitments to low-carbon barley supply chains, Malteries Soufflet is rolling out a multi-channel strategy designed to drive the sector's transition and ensure the long-term future of its business. Focus on three highlights of 2023.
Creation of a global platform in the malt sector
On 15 November 2023, Malteries Souffet completed the acquisition of United Malt Group Limited (UMG). A major stakeholder in the malt sector, UMG has a capacity of around 1.3 Mt per year and 12 processing plants in Canada, the United States, Australia and the United Kingdom. UMG is also active in international distribution, offering a comprehensive range of services to craft brewers and distillers (malt, hops, yeast, additives and associated products). This merger will enable the new entity to better serve its customers by drawing on complementary assets spread across all international markets, while also strengthening Malteries Soufflet's leading position through the creation of a global platform in the malt sector, which now includes 41 malting plants.
"We are delighted to join forces with Malteries Soufflet, a company that shares our commitment to providing our customers with excellent malts. "
Director and Chief Executive Officer of United Malt Group.
Acquisition of La Malterie du Château
Based in Belgium, a country that enjoys a worldwide reputation for the quality of its malts, La Malterie du Château was founded in 1868, making it one of the oldest malting companies in the world. It is renowned for its traditional and special malts and the diversity of its product range which, combined with the Malteries Soufflet network, should allow it to meet growing demand from artisan brewers and distillers internationally. For InVivo, this acquisition is also a strategic move to further expand this activity and enable it to become a world leader.
Launch of new sustainable barley-malt supply chains
In 2023, Malteries Soufflet launched the first range of low-carbon malts. While barley production accounts for almost 20% of a beer's carbon footprint, Malteries Soufflet has worked with Soufflet Agriculture to develop a new, traced, low-carbon barley supply chain. This relies on the implementation of agronomic practices that help to reduce the carbon footprint of malt barley cultivation by optimising nitrogen fertilisation, maximising carbon storage in the soil and producing biomass. At the same time, a year after its launch, the traced sustainable barley supply chain, jointly developed with Soufflet Agriculture and Kronenbourg, is now visible to consumers. Thanks to Malteries Soufflet's blockchain solution, by scanning the QR code printed on the bottles, they can view traceability data for the beers they buy and gain a better insight into the brand's sustainable commitments.
"The use of a QR code meets transparency expectations among consumers, who can trace the entire life cycle of 1664 Blonde beer, from field to brewer. In just six months, more than 130,000 connections have been recorded, demonstrating the interest in this initiative. "
Group Marketing Director InVivo group.
