In Villeneuve-sur-Lot, the Lucien Georgelin Céréales company is in balance and will soon be in profit

“Leave us until June 2023 and I will prove to you that the Villeneuve-sur-Lot business is profitable.” Lucien Georgelin often repeated this phrase to those around him and partners while remaining cautious. The jam maker from Virazeil, whose brand is recognized by all brands in France, says today that the company Lucien Georgelin Céréales, formerly Eurocer, is in balance. «And, he adds, it will start to become profitable from next August».
Of course he thought the recovery would happen much faster but the result is there. The breakfast cereal manufacturing plant, located in Villeneuve-sur-Lot, with around twenty employees, was bought by Lucien Georgelin in the summer of 2017 when he was in default on payments. “This factory was a dream, he recalls, even if the products were a bit dated at the time”. The Georgelin diffusion, the Georgelin touch, the dynamism of the sales team and the employees’ desire to save themselves have allowed us to raise the bar. “We were on the right track but we didn’t have the numbers”, explains the entrepreneur from Marmandais. We have them now. Simply put, we are in balance, which hasn’t been the case since we took over. Also, last week we had a market in 1,800-2,000 mass-market stores for our best lines (Croc’Choc spread).”
In Virazeil, the historical heart of the Georgelin group (350 employees), “we too are fighting, we have not given up”, says Lucien Georgelin. The company is looking for oxygen to cope with the increase in raw materials and energy. Last March it won a new award with the “Taste of the Year 2023” for its 100% natural fruit preparations. Five or six more products will hit the market soon.