With annual sales of about CHF 6.9 billion (EUR 6.4 billion) in fiscal year 2019/20, the Zurich-based Barry Callebaut Group is the world’s leading manufacturer of high-quality chocolate and cocoa products – from sourcing and processing cocoa beans to producing the finest chocolates, including chocolate fillings, decorations and compounds. The Group runs more than 60 production facilities worldwide and employs a diverse and dedicated global workforce of more than 12,000 people
The Barry Callebaut Group serves the entire food industry, from industrial food manufacturers to artisanal and professional users of chocolate, such as chocolatiers, pastry chefs, bakers, hotels, restaurants or caterers. The global brands catering to the specific needs of these Gourmet customers are Callebaut ® and Cacao Barry®, Carma ® and the decorations specialist Mona Lisa®.
The Barry Callebaut Group is committed to make sustainable chocolate the norm by 2025 to help ensure future supplies of cocoa and improve farmer livelihoods. It supports the Cocoa Horizons Foundation in its goal to shape a sustainable cocoa and chocolate future.
Barry Callebaut Group is based in Switzerland, a country known for its high professional codes. Have you applied the same standards in Serbia too?
Barry Callebaut has been present in Serbia for almost a decade now. From Belgrade, we were running a very successful regional headquarters that has developed a wide distribution network and became a valuable supplier and long-term partner to various customers in SEE and that was one of the reasons that Serbia has been chosen as the location for further expansion of Barry Callebaut’s footprint in the region. Although our HQ is in Zurich, we are perceived and presented as the major global player and its industry leader so the highest standards in our business projects and operation on any location are sort of default, not just Swiss related bit Barry Callebaut’s must-have. Barry Callebaut vision and values represent a specific mindset and way of doing business that is committed to generating sustainable earnings over time and creating long-term value for all relevant stakeholders. Our way of working is characterized by strong teamwork throughout the organization. This includes not just employees but extends to producers, suppliers, customers and consumers through the communities where BC operates.
In October 2021, the Barry Callebaut chocolate factory was formally inaugurated in Novi Sad. Are you happy with the achieved results? How much has the pandemic affected your business?
On the back of our regional presence in 2019, Serbia was chosen as the location for the further expansion of Barry Callebaut’s footprint in the region. This expansion was carried out in line with our ’smart growth’ strategy with the idea to extend to new market segments as well as geographically, so to supply current and attract new customers with a wide range of chocolate, compound and filling products. The factory was planned to serve as a regional centre from which Barry Callebaut can address the rapidly growing chocolate markets of Southwestern Europe. The initial investment of 55 million euros was dedicated to this project with an initial plan to produce and deliver 50,000 tonnes of chocolate.
After the Barry Callebaut chocolate factory ground-breaking ceremony in Novi Sad on March 5th 2020, we were struck with the business altering Covid-19-induced crisis that has created various challenges. The pandemic has affected everything that we do, but it also showed us that we can face any challenge and change. Thanks to our growing and dedicated team and a great network of associates, we have been able to complete our new state-of-the-art factory in Novi Sad in record time during the COVID crisis with zero accidents during construction.
Our Novi Sad chocolate factory was built and equipped in just one year and today, it has actually been operating for one year already, but due to the pandemic, we were only able to hold a small ceremony in October last year. The annual capacity for producing and delivering is 50,000 tonnes annually but it is important to note that we also have a complete infrastructure to install additional production lines and double the capacity during the next 2 to 3 years and with additional investment.
With all key stakeholders we recognize in Novi Sad, Vojvodina and Serbia we will work continuously to create a positive business climate and grow standards of living.
The Barry Callebaut Group supplies the entire food industry. How do you manage to maintain a leading position?
Barry Callebaut is the past, present and future of the chocolate and cocoa industry with 175 years of heritage backing up today’s leading position, drive and passion for improving, exploring and generating innovating recipes and edgy varieties of the favourite food product in the world. What makes us leaders and will keep us in that position is the highest consciousness and uncompromising principles securing sustainability of industry category and supporting the global goals.
We are mastering every step in the value chain from the sourcing of raw materials to the production of the finest chocolates, operating as a business-to-business company, fully vertically integrated with a strong position in cocoa-origin countries and a unique global manufacturing footprint with a diversified local service presence. Barry Callebaut is the heart and engine of the chocolate industry and our mission is to be number one in all attractive customer segments.
Barry Callebaut SEE employs more than 100 people and is helmed by a person from Serbia. How much would you say this has and will have an impact on the local economy?
Barry Callebaut is committed to the global sustainability goals -the idea that goods and services should be produced in ways that do not use resources that cannot be replaced and that do not damage the environment, but protect it with the objective to conserve existing natural resources and where it is possible to repair damage and reverse trends. This is our pledge and we are decisively implementing it in our entire supply chain and in every location and are dedicated to investing in local development and sourcing of raw material, thus facilitating the progress of the local community. By recognizing local potential and mentality, joining behaviours, beliefs, morals, manners, work and effort as collective qualities integrated into a new positive spirit, we are the drivers of progress, that is our contribution to the community and society.
We believe this all will make a huge impact on the local economy – all locally purchased raw materials will be sustainable, like sugar and milk. We will also support referential educational institutions and special individuals through talent attraction and development and as a premium employer, offer respect, security and long-term perspective to young people and families as well as experienced experts. Also, by our example, we believe our presence will attract new direct foreign investments but most of all confirm to local companies, our existing and potential suppliers and subcontractors, that they can make long-term plans and invest and find a dedicated, loyal and respectful partner in Barry Callebaut.
We will work continuously with all key stakeholders in Novi Sad and Serbia to create a positive business climate and improve the living standard.
We evaluate the quality of chocolate based on the taste, texture, smell and clear snap when broken. Making the best possible chocolate takes craftsmanship and passion, that is why Barry Callebaut is driving this industry.
You also run the Chocolate Academy in Belgrade. Who is the Academy for and in what way does it affect your overall business?
Yes, this is one more reason to be satisfied and another project that we implemented in spite of the crisis. Last year, we designed, created and established our Chocolate Academy in Belgrade which also features an application lab that will enable us to create custom- made recipes and solutions for our customers. The Academy also serves as an education centre where we will host courses for artisans, innovation sessions for industrial and semi-industrial customers and partners, workshops on new trends, tasting sessions and similar.
With all these compatible operations in one location, we have actually managed to create the latest, contemporary Barry Callebaut European hub in Serbia that will serve not only as a regional centre for Southeast Europe but cater to the network of customers on a broader scale.
Finally, could you tell us what is it that makes your chocolate top quality?
Having good quality chocolate as an outcome means that the whole, as we call it, bean-to-bar process has been done in credible, repeatable steps with clearly and dare we say exceptional defined standards.
It all starts with the quality cacao. Then, after the fermentation process, the key is to develop flavours and colour precursors. During the further production process, several steps impact the final flavour of the chocolate like roasting, mixing and conching. Of course, aside from the process as such, all ingredients used in the production (sugar, milk, etc.) of chocolate determine the final product and its quality.
We evaluate the quality of chocolate based on the taste, texture, smell and clear snap sound when broken. Making the best possible chocolate takes craftsmanship and passion, which is why Barry Callebaut is driving this industry.
