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Company Profile: Saxon Chocolates
Interview with Johan De Greef, President, Saxon Chocolates
One reason why good companies often fail is because they don’t keep pace with changing times and changing consumer preferences. But Saxon Chocolates’ Founder and President, Johan De Greef, firmly believes that it’s not always consumers who dictate purchasing trends, but companies also have pull in guiding what they want – especially when it revolves around quality. So how did he sway customer preferences? Johan reveals his secrets!
 Walk me through the initial thought of setting up the company and to what it is right now?
I started Saxon Chocolates in 1994. I had left engineering to follow my passion. I had been a partner in a food distribution business so I had a good understanding of the fine food business and matched that with my passion for good chocolate.
What was the biggest challenge the company faced during the start-up phase?
From a marketing point of view the biggest challenge was that many customers did not know what good chocolate was. They were used to the premium domestic brands and we needed to educate them on cocoa content, the quality of the beans and processes. The growth of the specialty coffee and wine industry eventually educated and created a more sophisticated consumer. Nowadays customers are much more knowledgeable on the origin of beans etc. We went from being the "evil" calories to great health benefits of dark chocolate.
You have been in this industry for many years. Give me a broad perspective about where the industry is heading?
I think that quality will always prevail. There are some strange flavors out there at the moment and I think these are fads that will come and go. In the end, quality will always prevail. I believe that when consumers taste a product, they either get it or not.
I do believe that the trends to more good dark chocolate and the interest in the different flavors of different beans are here to stay. It is just like with wines.
How do you hire the best people? What are the top 3 things you look for when hiring?
I look for passion, honesty and candor. The other things can be learned.
Is finding food & beverage professionals a challenge?
There is no formal education for chocolate makers here in Canada. Most programs are focused on pastry. We almost find it easier to hire good manufacturing people and teach them about chocolate. Callebaut has been a great partner to us in helping to upgrade our skills.
How do you want to position the company in the next 5 years?
Saxon Chocolates has the potential to become the market leader in high end Chocolate Gifts. We have expanded at a great pace but I feel that there is still so much opportunity for us to grow. We began exporting to Europe and Asia recently. I see a huge potential to grow in those markets as well.
I also see more consolidation over the next five years. There are many small and medium companies which can benefit from expertise, increased working capital and eliminating duplication.
What trends do you see in food & beverage and what opportunities are in store for your company?
I see opportunity to add other high quality food products to our offering. We will need to take advantage of the customer base and sales and distribution structure we have built up.
I do see growth in cookies and other high-end candies that can be sold to the gift industry.
Can you share one or two of your company's most exciting successes?
I think the attention we have received from the press and the industry in general over the past year has been nice. It is nice to be recognized for the work we have put into the esthetics of the collections. Also selling chocolate to Switzerland was quite fun.
Tell me about your core initiatives right now – what are some of the focus areas for 2006?
Our focus will remain on the brand. We will continue the expansion into more gift sets and bundling with other products and ceramics. We will continue developing collections in step with the trends in the fashion and home décor industry. Saxon is design.
Tell me about the new developments Saxon Chocolates is moving ahead with?
The decline of the US $ has forced us to become more efficient. We are purchasing more packaging overseas.
How does the purchasing more packaging oversees affect your workforce?
There is more opportunity for higher level staff. Planning and forecasting are becoming increasingly important.
What are the advantages of working at Saxon Chocolates?
I believe everyone gets the opportunity to achieve their potential.
What is the best way to get on Saxon Chocolates radar if someone is truly interested in working for the company?
Send me an email at jdegreef@saxonchocolates.com and let me know why we should have to have you here.
Johan De Greef is Founder and President of Saxon Chocolates. Having had a passion for good chocolate and fine foods, he left an engineering job to start Saxon Chocolates in 1994. For interview feedback, contact jdegreef@saxonchocolates.com
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