"William Saurin: Renaissance des Conserves et le Pouvoir de la Durabilité pendant la Crise du Covid-19"

Welcome to today's episode. Our major focus is on William Saurin, a prominent canned goods brand founded in 1898, which according to its marketing director, Philippe Lalère, has enjoyed a surge in popularity during the Covid-19 pandemic. The brand, named after its creator, leveraged this period to reposition canned food into the French diet. Thanks to a strategy focused on quality and affordability, it continues to attract numerous consumers with its low-cost yet high-quality products. The company's history goes back to the end of the 19th century when William Saurin, buoyed by his marriage to Marie, the niece of a famous caterer, bought a grocery store in Paris. In 1900, amidst the world expo that drew tourists from all over, Saurin innovated by offering canned desserts. Originally, the brand offered sweet dishes, but during World War I, the idea of supplying soldiers with nutritious and portable meals emerged. They used a food sterilization technique developed by Nicolas Appert to preserve foods like cassoulet without the use of preservatives. The first canned cassoulet was created in 1918. Despite challenges in 2023 such as site closures and workforce reductions due to energy costs, the brand's sales are notable. From 4 million cans sold in 1950, figures have climbed to 40 million today. Stacked, these would reach 3200 kilometers - about the distance between Paris and Athens. Health implications https://www.francetvinfo.fr/replay-radio/ca-nous-marque/william-saurin-les-francais-redecouvrent-la-conserve-assure-son-directeur-marketing_6341929.html ```