Faced with import difficulties, the Reunion frozen food expert has been growing for two years, its range of local products, moves upmarket, plans to open five new stores in the next three years and plans to develop online sales.
" Today, real complexity exists, importers have difficulty obtaining sufficient quantities of goods at attractive prices. Many upheavals have occurred with the chain of crises, yellow vests, Covid and now the war in Ukraine. That is why, we must renew ourselves and move towards the circular economy : offer more products and recipes in collaboration with Reunion chefs” declares Thibaud Langlois d’Estaintot, General Director of Armament des Mascareignes (ARMAS), number one in frozen food in Reunion through its Comptoir du Surgelé brand. The brand has been focusing on 100% Reunionese products for two years., by collaborating with local producers, such as the Butchery Charcuterie Minatchy. Other developments : local aperitif ranges (samosas, caps…), bakery products (breads and pastries), are formulated from its own recipes. For seafood, ARMAS sources its supplies from Reunion fisheries and, for other species (ex : turbot, moreover, halibut…) from coastal fishing, they are negotiated directly at the Lorient auction
More than 1,400 references
If the fishmonger, historical specialty of Armaments of the Mascarenes, still represents 25% of its import activity, Comptoir du Surgelé has expanded its offering to include premium meats. Thibaud Langlois d’Estaintot is also Vice-President of ARIBEV, the Réunion interprofessional livestock association, meats and milk. He works in collaboration with local breeders. The objective today is to be able to meet all the frozen product needs of general public customers. (the ranges distributed in supermarkets and convenience stores) and professional (the wholesale offer for collective catering and CHR). With more than 1,400 references, the company already has the widest offering on the market, with well-established trust. It is now a matter of making it evolve qualitatively to recruit new consumers.
The Black Qwehli shrimp : a Reunion product
The great strength of Comptoir du Surgelé, is to be able to source quality products from other companies in the ARMAS Group. Comptoir du Surgelé relies heavily on Black Qwehli shrimp, a raised shrimp, packaged and frozen in Mozambique, then imported, cooked and repackaged in Reunion. Aquapesca, organic shrimp farming and head of the ARMAS group, gives Comptoir du Surgelé a unique advantage : ARMAS is the only one on the island to have a shrimp cooking terminal. Black Qwehli shrimp is the product of eight years of research and development to achieve such a high level of quality and freshness.. The Reunion Islanders, who are increasingly interested in shrimp recipes, have access to high quality shrimp from the environment close to Reunion and prepared in Reunion. “We believe a lot in this product. We are only at the beginning but there is a market to develop” says Thibaud Langlois d’Estaintot.
Nine points of sale in three years
Cover the entire Reunion Island territory to get closer to its customers, this is the other axis of Comptoir du Surgelé’s new strategy. The sign, which now has four stores (Sainte-Clotilde, Saint Louis, Bras-Panon and Saint-André, last opened in 2019), plans to open five new ones in the next three years. Comptoir du Surgelé will set up in the South in Saint-Pierre. A third store is planned in the East. The great West is also in his sights. Added to this reinforced network is the development of family formats, like the 2 kg, and the introduction of online sales, with in-store pickup, for the new generation accustomed to digital. The brand is therefore resuming its march forward this year, complementary to an offer focused on Reunion products.
