In 1993, at a small craft bakery in Geneva, Switzerland, artisan Aimé Pouly created what he believed to be the perfect loaf. Already well known around the Geneva area, Monsieur Pouly was a larger than life character who’s fast growing bakery business was making waves. His secret recipe for the loaf was born of more than 20 years of work, and a lifetime passion for baking, and would eventually come to be known the world over; as Pain Paillasse.
Just a few months later, Aimé secured the patent for his recipe and name, and by 1995 had licenced four sites to produce the loaf. It would be just a couple of years until the Paillasse Bread was first exported, to Germany, and in 1998, the company’s profile skyrocketed with the creation of its own motor-racing team; the Paillasse Racing Team. Almost 20 years later, the team is still going strong, scooping up second place in last year’s 3 H Auto Cup in Austria.
With extraordinary marketing efforts and a wide acknowledgement of quality, Pain Paillasse would grow exponentially over the next half-decade, becoming the most popular bread brand in Switzerland by 2001, less than 8 years after its first iteration hit the shelves.
By 2003, Aimé was poised to take over the world, beginning with the purchase of a the Novafood Bakehouse in Satigny, and expanding its capacity to over 1000 employees.
Now sold in over 200 bakeries in Switzerland alone, the Pain Paillasse range began to expand, and their first speciality loaf, an olive bread, would immediately enjoy the same success as its predecessors. Before the year was out, Paillasse bread would be sold in bakeries across Italy, Norway, Sweden, Belgium, the Netherlands, Luxembourg and Denmark. The creation of Paillasse Marketing SA allowed the company to further expand its influence, and begin promoting the range the world over. By the late-2000s, Paillasse loaves could be found as far afield as Russia and Mexico!
Aimé Pouly’s work both in and out of the bakery began to receive a lot of recognition. Universally adored, he was recognised in 2008 as one of French-speaking Switzerland’s top 100 influential personalities, and in 2009 was named Swiss Master Entrepreneur of the Year.
Owing to their founder’s well-known love for all things motor-racing, F1 driver Sébastien Buemi became the brand’s ambassador in the same year, further driving the prowess and success of the brand.
Following Aimé’s tragic passing in 2011, the company passed into the hands of the next generation of his family, who vowed to continue their founder’s commitment to excellence and innovation, whilst retaining their traditional roots. Now just a few months shy of Pain Paillasse’s 25th birthday, Aimé Pouly’s firm remains the largest traditional baker in Switzerland with every loaf still baked on a traditional wood fire.
At the 2017 BSB Autumn Conference, Business Development Manager Christian Pelisson will take attendees through the incredible journey of the brand, and introduce one of the newest additions to the Paillasse bread range: their slow fermentation loaf.
Christian will showcase the versatility and great sensory experience of the range, and explain how UK bakers can make Pain Paillasse bread their own.
The BSB Autumn Conference takes place on the 10th and 11th of October 2017, for more information and ticket bookings, click here.