How Kinaxis is Transforming Bel Group's Global Supply Chain
Bel Group, renowned for its beloved brands including Babybel, Boursin and The Laughing Cow, has joined forces with Kinaxis and its extension partner 4flow to revolutionise its supply chain.
The collaboration aims to strengthen Bel's operational agility, sustainability and overall efficiency as the company navigates its expanding portfolio of dairy, fruit and plant-based products.
Kinaxis, a leader in supply chain orchestration, provides solutions that enhance transparency and agility across the supply chain, from long-term strategic planning to last-mile delivery. Its Maestro platform integrates AI-driven capabilities that enable fast, informed decision-making while addressing challenges unique to industries like food and beverage.
For Bel Group, this partnership is a step forward in meeting customer expectations for fresh, high-quality products while adapting to market demands.
"Our foremost priority is delighting our customers with fresh, premium-quality products, delivered with precision and care," says Xavier François, Chief Supply Chain Officer at Bel Group.
"Kinaxis has a strong reputation and their ability to ensure we can better answer customers' needs, further drive end-to-end efficiencies and remain the trusted choice for our customers solidified our partnership. We look forward to working together."
Tackling complexity with advanced solutions
Distributing products to more than 120 countries, Bel Group faces unique challenges.
From managing the short shelf life of fresh products to optimising a multi-tiered transportation network, the supply chain demands both precision and flexibility.
Kinaxis’ Maestro platform addresses these needs with tools like scenario planning, transportation optimisation and comprehensive data integration.
Fabienne Cetre, Executive Vice President of EMEA at Kinaxis, emphasises the benefits of this partnership: “In the food industry and for a brand of this size, there is a need to be increasingly more innovative and responsible.
"More efficient supply chains reduce waste, while providing fresher products to consumers. We are very excited to be working with Bel Group to help them orchestrate their end-to-end operations.”
Bel’s focus on sustainability and innovation extends beyond supply chain improvements.
The company’s initiatives include collaborations with other technology leaders, such as Dassault Systèmes, to integrate AI and machine learning into its value chain. With these advancements, Bel is not only reducing product development times but also improving transparency and optimising resource usage.
Earlier this year, Dassault’s Perfect Production suite was introduced to Bel’s global operations. This technology accelerates time-to-market for new products and reduces manufacturing costs, aligning with Bel’s ambitious goal of achieving a 50-50 balance between dairy and plant-based products by 2030.
Sustainability at the core
Bel’s sustainability efforts are central to its partnerships and operations. From exploring precision fermentation techniques with Standing Ovation to reducing methane emissions through feed additives on dairy farms, the company is committed to cutting its environmental footprint.
For instance, Babybel, one of Bel’s most recognised brands, benefits from sustainable practices across the supply chain.
Milk for Babybel products comes from local farmers situated within 200km of production facilities, with deliveries happening every day or two. This proximity allows milk to be traced from farm to factory in under four hours.
Bel also ensures that farmers receive fair pay, exceeding market averages, as part of its commitment to equitable practices. This creates a foundation for sustainable farming and supports the hundreds of French farmers supplying the company.
“Local farmers provide fresh milk every day or two. The distance from our local farms to our factories is 200km or less,” states the company, highlighting its dedication to maintaining close ties with its suppliers.
As Bel integrates cutting-edge technology and reinforces sustainable practices, it demonstrates how innovation and responsibility can co-exist in a rapidly evolving food industry.
The partnership with Kinaxis, complemented by other strategic collaborations, paves the way for a supply chain that balances efficiency, customer satisfaction and environmental stewardship.
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