Over 60 years of experience and creativity characterize Folrensuc, a French company that has been part of the Casa Optima group since 2017, occupying a prominent position in decorations for patisserie, bakery, and catering.
Considered one of the biggest players in France, it is expanding its presence abroad also thanks to the collaboration with the sales force of Modecor Italiana. It is in this perspective of expansion in foreign markets, but also in that of organizing and coordinating the development of the brands in an integrated way, that we have nominated Carlo Peri as Export Director Decoration, a historical figure of MEC3, where first he covered the role of export manager and then Director of the USA subsidiary.
From the USA to France: what does this change mean for you on a personal and professional level?
On a professional level it is a challenge because, although decoration and ice cream are related, it is still a change of sector. The reference area, the organizational structure, and the turnover to be managed are also different. Florensuc is a company complete with departments and production that require a different kind of management compared to that of a subsidiary.
On a personal level, there is the beauty of an additional experience after the one in the USA. I saw this change of role as an opportunity also for my family, to get to know a new language and Europe. With my wife and two children, we have chosen to live in Paris, where there are international schools, a lively cultural environment, and the opportunity to make friends with people from all over the world. Of course, the commuting life is a bit tiring (Amiens, where Florensuc is located, is almost two hours from the capital) but I think it’s worth it!
What is your role in Florensuc?
I cover the role of overseas director within the decoration business. This role involves the general management of Florensuc concerning our Group’s foreign production and the commercial activities for the definition of the route to market, and the management of the Florensuc and Modecor sales forces to guarantee effective brand coverage on the French and international markets. Previously the two companies were managed independently, now my task is to coordinate the sales forces in an integrated manner for the development of both brands and for synergistic performance.
On the production side, the decision was made to specialize the two brands in a complementary way: to give you an example, Florensuc’s flagship products are wafers and chocolate, whereas Modecor has a much broader catalogue, but wafers are not present.
Which were the first activities put in place?
The first important activity was organizational because the sales force in Florensuc needed to be reorganized. Then a series of actions to improve production efficiency and internal management procedures, always in constructive collaboration with Casa Optima, because many projects concerning quality, operations or organization are done in collaboration with headquarters.
My presence is therefore important to facilitate coordinated management at group level.
How is your team made up?
Initially when I arrived, there was a lot of curiosity towards me and, given the numerous projects that awaited us, we immediately set to work. I found a willing and increasingly motivated team as we faced the organizational and management challenges to improve the company’s performance. There are currently around sixty of us at the Amiens site, of which more than half work in production; seven people report directly to me, such as the factory manager, human resources, management control, quality, marketing, IT, and the sales manager, who in turn have those who report to them. If we consider both companies, there are approximately twenty sales agents and area managers managing the Florensuc and Modecor brands. Many different professional talents united by a strong spirit of collaboration which is the great strength of this team.
What targets have you set for 2024?
To select priorities, improve efficiency and organization. To create the foundations for stable and sustainable development because in 2024 we expect tangible commercial results and economic growth.