{"id":87651,"date":"2023-11-15T15:32:02","date_gmt":"2023-11-15T14:32:02","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=87651"},"modified":"2023-11-15T15:32:05","modified_gmt":"2023-11-15T14:32:05","slug":"gert-linthout-ray-jules-nos-clients-transforment-lindustrie-du-cafe","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/gert-linthout-ray-jules-nos-clients-transforment-lindustrie-du-cafe\/","title":{"rendered":"Gert Linthout (Ray & Jules) : \u00ab Nos clients transforment l’industrie du caf\u00e9 \u00bb"},"content":{"rendered":"\n

Transformer radicalement le march\u00e9 mondial du caf\u00e9, tel est l\u2019objectif de Ray & Jules<\/strong>. Car saviez-vous que la torr\u00e9faction de produits comme le caf\u00e9 peut \u00eatre trois fois plus efficace sur le plan \u00e9nerg\u00e9tique, et donc beaucoup plus respectueuse de la plan\u00e8te ?  Lors de la RetailDetail Night<\/strong>, la start-up belge nous parlera de sa strat\u00e9gie pour r\u00e9volutionner le march\u00e9.<\/p>\n\n\n\n

Caf\u00e9 \u00e0 l\u2019\u00e9nergie solaire<\/strong><\/h2>\n\n\n\n

Derri\u00e8re le caf\u00e9 durable Ray & Jules (Ray = rayon de soleil, Jules = unit\u00e9 d’\u00e9nergie Joule) se cache une histoire de haute technologie, qui a vu le jour lorsque l’entrepreneur Koen Bosmans a mis au point, en collaboration avec l’entreprise de cleantech CEE<\/strong>, une m\u00e9thode de torr\u00e9faction trois fois plus efficace sur le plan \u00e9nerg\u00e9tique. Des grains de caf\u00e9 au malt, au cacao et aux fruits \u00e0 coque, le processus de production actuel aliment\u00e9 au gaz \u00e9met des millions de tonnes de CO2 chaque ann\u00e9e. Une production tr\u00e8s \u00e9nergivore, alors que l’entreprise de Bosmans a con\u00e7u un syst\u00e8me de torr\u00e9faction continue aliment\u00e9 par l’\u00e9nergie solaire.<\/p>\n\n\n\n

Si les mots r\u00e9duction et compensation des \u00e9missions de CO2 sont sur toutes les l\u00e8vres, les grands acteurs du secteur du caf\u00e9 se montrent encore peu ouverts \u00e0 l’id\u00e9e de toucher \u00e0 des processus s\u00e9culaires. Les entrepreneurs ont alors d\u00e9cid\u00e9 de prendre les choses en main et de montrer comment faire les choses autrement : ils ont construit un prototype et lanc\u00e9 leur propre marque de caf\u00e9.<\/p>\n\n\n\n

Coronavirus et virage \u00e0 180\u00b0<\/strong><\/h2>\n\n\n\n

Vouloir du caf\u00e9 durable, c\u2019est se heurter rapidement au reste de la cha\u00eene d’approvisionnement. Tout comme Tony’s Chocolonely<\/strong> a compris que travailler directement avec les producteurs \u00e9tait la cl\u00e9 pour garantir une r\u00e9mun\u00e9ration \u00e9quitable et un chocolat \u00ab sans esclavage \u00bb, Ray & Jules a \u00e9labor\u00e9 un mod\u00e8le coop\u00e9ratif.<\/p>\n\n\n\n

\u00ab L\u2019industrie du cacao et celle du caf\u00e9 sont tr\u00e8s similaires \u00bb, explique Gert Linthout, CMO de Ray & Jules, qui vise \u00e0 rendre plus transparente l\u2019ensemble de la cha\u00eene, de la graine de caf\u00e9 \u00e0 la tasse de caf\u00e9, en travaillant directement avec les coop\u00e9ratives du Sud, avec le soutien de la technologie bas\u00e9e sur la blockchain. \u00ab Pour apporter un changement durable, il faut soutenir les agriculteurs d\u00e8s la premi\u00e8re \u00e9tape. Un partenariat concret, voil\u00e0 ce qui est important. \u00bb<\/p>\n\n\n\n

Apr\u00e8s avoir lanc\u00e9 Ray & Jules en 2019, la toute jeune marque s’est heurt\u00e9e \u00e0 un tout autre obstacle : la pand\u00e9mie de coronavirus. Jusqu’alors, la start-up s’\u00e9tait concentr\u00e9e sur le march\u00e9 B2B, avec du caf\u00e9 pour les bureaux. Lorsque ce march\u00e9 a disparu du jour au lendemain, l’entreprise a \u00e9t\u00e9 contrainte d’op\u00e9rer un virage \u00e0 180 degr\u00e9s. Pour atteindre les m\u00e9nages en plein confinement, Ray & Jules a d\u00e9cid\u00e9 d’opter pour un mod\u00e8le de vente directe au consommateur en proposant du caf\u00e9 fra\u00eechement torr\u00e9fi\u00e9 par l’interm\u00e9diaire de son propre canal de vente en ligne. Une pause caf\u00e9 durable et \u00e9cologique \u00e0 domicile ? Le succ\u00e8s ne s\u2019est pas fait attendre.<\/p>\n\n\n\n

Gros nouveau client<\/strong><\/h2>\n\n\n\n

Aujourd’hui, la marque est de retour dans les bureaux, cette fois-ci principalement gr\u00e2ce \u00e0 l’insistance des fans. \u00ab Ce sont les clients qui ont voulu nous introduire sur leur lieu de travail afin de pouvoir aussi boire notre caf\u00e9 au bureau. C’est formidable car, pour nous, les amateurs de caf\u00e9 ne sont pas seulement des clients, ce sont aussi des acteurs du changement. Si nous voulons atteindre notre objectif de transformer le march\u00e9 du caf\u00e9, c’est exactement ce dont nous avons besoin. \u00bb<\/p>\n\n\n\n

Les grands producteurs se montrent-ils plus ouverts ? \u00ab Absolument. L’int\u00e9r\u00eat pour la technologie de torr\u00e9faction \u00e0 l’\u00e9chelle industrielle cro\u00eet rapidement. Nous nous concentrons d\u00e9sormais sur l’expansion internationale et les partenariats. Au d\u00e9but du mois de d\u00e9cembre, et qui sait, peut-\u00eatre m\u00eame lors de la RetailDetail Night<\/a>, nous annoncerons un nouveau partenariat tr\u00e8s important qui en surprendra plus d’un \u00bb, d\u00e9clare Gert Linthout.<\/p>\n\n\n\n

L’amour sera certainement au rendez-vous lors de la RetailDetail Night, puisque Linthout partagera la sc\u00e8ne avec sa partenaire dans la vie comme dans les affaires, Jona Mukabalisa, fondatrice des listes de naissance d’occasion Mic Mac Minuscule<\/strong><\/a>.<\/p>\n\n\n\n

Outre des \u00ab gamechangers \u00bb comme Ray & Jules et Mic Mac Minuscule, la RetailDetail Night accueillera \u00e9galement des pointures comme Albert Heijn<\/strong> (Marit van Egmond, CEO), Hubo<\/strong> (Erwin Van Osta) et bien d’autres.<\/p>\n","protected":false},"excerpt":{"rendered":"

Transformer radicalement le march\u00e9 mondial du caf\u00e9, tel est l\u2019objectif de Ray & Jules. Car saviez-vous que la torr\u00e9faction de produits comme le caf\u00e9 peut \u00eatre trois fois plus efficace sur le plan \u00e9nerg\u00e9tique, et donc beaucoup plus respectueuse de la plan\u00e8te ?  Lors de la RetailDetail Night, la start-up belge nous parlera de sa strat\u00e9gie pour […]<\/p>\n","protected":false},"author":5,"featured_media":87624,"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":[1367],"extra":[],"company":[1368],"topic":[273,643,894],"region":[90],"class_list":["post-87651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","people-gert-linthout","company-ray-jules","topic-duurzaamheid","topic-interview","topic-retaildetail-night","region-belgie"],"acf":[],"yoast_head":"\nGert Linthout (Ray & Jules) : \u00ab Nos clients transforment l'industrie du caf\u00e9 \u00bb - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/gert-linthout-ray-jules-nos-clients-transforment-lindustrie-du-cafe\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gert Linthout (Ray & Jules) : \u00ab Nos clients transforment l'industrie du caf\u00e9 \u00bb - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Transformer radicalement le march\u00e9 mondial du caf\u00e9, tel est l\u2019objectif de Ray & Jules. 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