Sidonie Descheemaeker - Participant 2018-2019
“Running my ‘one-woman project’ significantly improved my managerial and leadership skills.”
Role
The objective of Sidonie’s project was to support the La Lorraine Bakery Group’s (LLBG) international growth by expanding its business activities to South Africa.
Responsibilities
Sidonie fulfilled her mission by conducting an in-depth study of the South African bakery market and setting up a regulatory and logistical framework to deliver LLBG products to customers in South Africa. She also developed a strategic plan for product availability, sales channels and pricing. Finally, she developed new frozen bakery products that matched local tastes and preferences, selected a key distributor and set up a pilot project with a major retailer.
How she benefited
The Prince Albert Fund year provided Sidonie with a unique opportunity to redirect her professional career from international law towards international business.
“It also helped me get rid of my fear of taking final responsibility for decisions and projects”, she says. “My year felt like a professional coming-of-age. It gave me the boost that I needed to switch careers and show myself that I work best in an international business environment”.
The company – La Lorraine Bakery Group (LLBG)
The La Lorraine Bakery Group (LLBG) is a 100% Belgian-owned family company active
in the European milling and baking sectors. The company has been the Belgian market leader for bread and pastries that are prepared fresh daily for over 50 years. Its products are distributed in 2,300 supermarkets. The group has major ambitions and continues to invest in its international expansion.
“Sidonie enabled LLBG to explore the South African market and its potential for our products. By mapping the regulatory framework, drafting a logistical master plan and seeking business opportunities, she managed to build up the business from scratch.”