Quebec's Premiere Moisson Bakeries
Artisan Breads and Age-Old Baking Techniques at Boulangerie
From Where to Eat in Canada to Lonely Planet Montreal, Boulangerie Premiere Moisson appears on everyone's recommended list, no mean feat in a city with over 5000 eateries. To find out why, go to the top.
Liliane Colpron, CEO, is having a busy day. She's just signed the lease on her 15th location - a desirable street in Rosemont, in north east Montreal. It's 8 am on a busy Friday morning. In the cozy, exposed brick cafe, customers are enjoying thick slabs of bread with melted cheese and maple pecan cream pastries. Sipping the signature dark roast coffee, she discuss the reasons behind Premiere Moisson's success, starting with the products.
Premiere Moisson Products
"Those of us who choose to work in the food industry have a responsibility to feed the public safe, healthy food," says the trim mother of three adult children, all part owners. "And it needn't be expensive, between five and six dollars for a sandwich."
She points to an attractive display case crammed with pork and brie sandwiches nestled beside sliced tomato, basil and bocconcini on olive sourdough rolls.
"Our breads contain only unbleached flour, sugar cane, sea salt and filtered water. There are no fats and no preservatives, nothing to make you sick. Our deli meats are naturally cured too-no chemicals."
Even the handmade chocolates decorating the countertops boast prime ingredients with no additives.
It's a philosophy that's paid off to the tune of over CDN$30 million in annual sales and 700-plus employees, according to company records.
Healthier Choices
SInce 1992, Premiere Moisson, which means first harvest, has been feeding a growing demand in Quebec for high end, tasty foods that are good for you.
Driving the demand are Canada's fussiest palates, an aging population concerned with health and government regulations requiring better nutritional labeling. Generic terms like "organic" and "low fat" no longer satisfy. Consumers are looking for value added ingredients, such as flaxseeds, oats and soy.
Premiere Moisson delivers with 30 to 40 varieties of bread including their organic, stone-ground whole wheat.
An affordable luxury, healthy artisan breads are the trademark of home-style rather than industrial bakeries. Increasingly though, technological advances in food preparation have blurred the distinction between the two.
Premiere Moisson, true to its home-style roots, follows age-old baking techniques. Bread rises on burlap in drawers without artificial heat or steam, so as not to accelerate fermentation. This method develops flavour while enhancing natural preservation qualities. The bread bakes on stone decks in non polluting natural gas ovens that produce an even, non drying heat.
To meet increased demand and insure consistent quality, Premiere Moisson developed a flash-freeze method so that breads and pastries can be mass produced in one plant.
Products are par baked (90% finished) then flash frozen. Baking is completed in any branch or at home in five minutes. This industrialized move allows Premiere Moisson to distribute their products to large supermarkets and independent bakeries and also addresses the problem of an increasing shortage of qualified bakers.
"Even though we use products that are par baked and flash frozen, we have five or six bakers in each location who create fresh items everyday," Colpron adds.
"Expanding the business is a more complicated matter," she admits. "For the sake of good management, we seek partners as passionate about the bakery business as we are."
Premiere Moisson Business Practices
Under the co-management agreement, carefully selected business partners manage carefully chosen locations within the greater Montreal area. Favorite sites include public markets (Atwater, Jean Talon, Maisonneuve, Marche de l'Ouest), trendy streets (Sherbrooke, Mont Royal and Bernard) and growing suburbs (Longueuil, Brossard, Dollard-des-Ormeaux and Repentigny).
As 50-50 partners, location managers assume responsibility for day to day operations while preserving the culture and branding of Premiere Moisson with respect to staffing, store design and production methods. Maintaining a pleasant work environment for staff is crucial to the success formula. Premiere Moisson provides credibility, financing support, technology and expertise.
Expertise comes from being in the same business for over 25 years. Ever the innovator, Colpron plans to expand the business by shrinking the square footage.
"To move into Quebec towns and expand into Ontario, we plan to set up smaller facilities in already established food businesses such as fruit and vegetable markets."
Franchise owners will occupy approximately 1000 square feet, about one - fifth the size of existing stores. Instead of the full array of breads, Premiere Moisson Express locations will carry only 12 of its best sellers including grain breads and baguettes.
If anyone can successfully use the word "express" with its fast food connotations in Quebec, it's going to be Premiere Moisson.
Healthy Sandwiches at Premiere Moisson Bakery
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