{"id":116929,"date":"2025-04-14T17:05:25","date_gmt":"2025-04-14T15:05:25","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=116929"},"modified":"2025-04-14T17:07:39","modified_gmt":"2025-04-14T15:07:39","slug":"meli-centenaire-veux-devenir-le-plus-grand-producteur-de-miel-deurope","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/meli-centenaire-veux-devenir-le-plus-grand-producteur-de-miel-deurope\/","title":{"rendered":"Meli, centenaire, veux devenir le plus grand producteur de miel d&rsquo;Europe"},"content":{"rendered":"\n<p><strong>Meli <\/strong>c\u00e9l\u00e8bre son centenaire avec plus que de la nostalgie : d&rsquo;ici 2030, l&rsquo;entreprise bas\u00e9e en Flandre occidentale souhaite devenir le plus grand transformateur de miel d&rsquo;Europe.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L&rsquo;expansion prend de l&rsquo;ampleur<\/h2>\n\n\n\n<p>L&rsquo;entreprise Meli, bas\u00e9e \u00e0 Veurne, vise r\u00e9solument les \u00e9conomies d&rsquo;\u00e9chelle. \u00ab Nous voulons devenir la plus grande entreprise de miel en Europe d&rsquo;ici 2030 \u00bb, confirme Koen Steurbaut, PDG, dans un communiqu\u00e9 de presse. Concr\u00e8tement, l&rsquo;entreprise pr\u00e9voit une croissance de 50 % de sa production et investit plus de 3 millions d&rsquo;euros dans l&rsquo;automatisation de six lignes d&#8217;emballage. Les nouvelles installations devraient \u00eatre op\u00e9rationnelles d&rsquo;ici le troisi\u00e8me trimestre 2026, sans r\u00e9duction de personnel, pr\u00e9cise Steurbaut.<\/p>\n\n\n\n<p>Depuis peu, la production se poursuit \u00e9galement le week-end, ce qui signifie que l&rsquo;entreprise fonctionne d\u00e9sormais sept jours sur sept. Les investissements devraient acc\u00e9l\u00e9rer la croissance des produits de marque propre et de marque de distributeur (qui repr\u00e9sentent respectivement 25 % et 75 % du volume), en particulier dans les pays voisins tels que la France et l&rsquo;Allemagne, qui sont en m\u00eame temps ses principaux concurrents.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un centenaire dor\u00e9<\/h2>\n\n\n\n<p>Meli a \u00e9t\u00e9 fond\u00e9e en 1925 par Alberic Florizoone, un apiculteur alors \u00e2g\u00e9 de 18 ans. Son approche marketing &#8211; pots gratuits, distribution exclusive par village et cr\u00e9ation du parc Meli &#8211; \u00e9tait en avance sur son temps. Le parc a \u00e9t\u00e9 vendu \u00e0 Studio 100 en 1999 et constitue aujourd&rsquo;hui la base de Plopsaland. Bien que le fondateur soit d\u00e9c\u00e9d\u00e9 en 1992, la deuxi\u00e8me g\u00e9n\u00e9ration si\u00e8ge toujours au conseil d&rsquo;administration &#8211; d\u00e9lib\u00e9r\u00e9ment sans assumer de fonctions op\u00e9rationnelles.<\/p>\n\n\n\n<p>Aujourd&rsquo;hui, Meli et sa filiale n\u00e9erlandaise Imkerij de Traay transforment 20 millions de kilogrammes de miel par an. Cela repr\u00e9sente quelque 50 millions de pots et de bouteilles. Avec un chiffre d&rsquo;affaires annuel consolid\u00e9 de 85 millions d&rsquo;euros et un b\u00e9n\u00e9fice net de 4 millions d&rsquo;euros (EBITDA : 7,4 millions d&rsquo;euros), l&rsquo;entreprise est solidement ancr\u00e9e sur le march\u00e9 du Benelux. Elle emploie 97 personnes, dont 53 \u00e0 Veurne.<\/p>\n\n\n\n<p>Pour c\u00e9l\u00e9brer son centenaire, Meli d\u00e9coiffe avec un emballage r\u00e9tro et une campagne nationale o\u00f9 les consommateurs peuvent gagner des pots miniatures en or 14 carats (d&rsquo;une valeur de 3 000 euros chacun). Une f\u00eate est \u00e9galement pr\u00e9vue \u00e0 Plopsaland et des voyages seront offerts aux champs de fleurs du Mexique, l&rsquo;un des principaux pays d&rsquo;origine du miel.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Meli c\u00e9l\u00e8bre son centenaire avec plus que de la nostalgie : d&rsquo;ici 2030, l&rsquo;entreprise bas\u00e9e en Flandre occidentale souhaite devenir le plus grand transformateur de miel d&rsquo;Europe.<\/p>\n","protected":false},"author":5,"featured_media":116926,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[43],"company":[1675],"topic":[276,462],"region":[],"class_list":["post-116929","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-meli","topic-expansion","topic-innovation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Meli, centenaire, veux devenir le plus grand producteur de miel d&#039;Europe - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Meli c\u00e9l\u00e8bre son centenaire avec plus que de la nostalgie : d&#039;ici 2030, l&#039;entreprise 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