Giffard launches new syrup range at Gulfood 2016

French-founded Giffard Syrups has launched a new range of its syrup products at Gulfood 2016.

The family-owned company is in its fifth generation, and Caterer Middle East caught up with Bruno Giffard at Gulfood 2016, who represents the fourth generation of the business.

“Giffard was founded by my great grandfather, and I acquired its operations in 1989 from my father,” Giffard told Caterer Middle East.

Over the past 27 years Giffard has manged to diversify the business: “When I took over, we were producing more liquor-based products, but we have managed to grow our fruit syrup business considerably since then,” he said.

“In the last five years, particularly, we have grown our syrup range from 15-70 flavours. We successfully grew our exports as well, from supplying to France and Europe we now have a presence in about 70 countries,” he added.

The new range of Giffard syrups are packaged in 350 ml bottles and are squarely targeted towards smaller and more boutique F&B establishments. The company might look at expanding its offering for the consumer market as well.

Giffard told Caterer Middle East that the rising competition does not worry him too much: “Competition has been on the rise, but where we distinguish ourselves is our quality and methods of production. Obviously we have use a few stabilisers, but we try to use the least possible chemicals in our syrups,” added the French businessman.

He also spoke to us about the company’s secret to succession planning: “I consider it as a heritage, I have acquired it from my father and I will give it to my children or relatives. The advice to them will be the same as was passed to me, ‘don’t look at selling the company and getting as much money as you can from it.’ In succession planning you need to remember that a brand needs to be developed and transferred to the next generation.”