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THE CHEF’S MAGAZINE ®
LA MAISON DE LA CRÈME ELLE & VIRE® OPENS ITS DOORS! —
Meeting with Florence Robin, head of the Sales Development and Culinary Division at Elle & Vire International® and manager of the new Maison de la Crème located on the outskirts of Paris.
WHAT LED YOU TO BE RUNNING LA MAISON DE LA CRÈME?
France, will be animating the emblematic place for the brand. La Maison de la Crème enhances the technical support that we have been providing in the field for many years now, based on visits by our culinary experts, Christian Guillut and Ludovic Chesnay, who share their passion for cooking with clients the world over during privileged discussions between chefs. La Maison de la Crème Elle & Vire® is part of a global service-oriented approach, and confirms the company's focus on the importance of technical training and innovation as a strong growth lever.
WHAT IS THE AIM OF LA MAISON DE LA CRÈME?
When I joined Bongrain Group in 2013, the company was engaged in completing a fabulous project to build a centre dedicated to broadening the scope and recognition of the Elle & Vire® brand. I had just come back from ten years in China, during which time I worked with several major imported brands, developing their outreach on the Chinese market. When I first heard about the Elle & Vire® project, I had just opened a professional cooking school in Shanghai that provided local and foreign chefs with a place to meet
and exchange ideas. A few months later, in April 2014, La Maison de la Crème opened its doors in Viroflay, very close to the Elle & Vire® headquarters near Paris.
WHAT DROVE THE CREATION OF LA MAISON DE LA CRÈME ELLE & VIRE®?
91 rue Joseph Bertrand 78 220 Viroflay France
LA MAISON DE LA CRÈME ELLE & VIRE®
The idea behind La Maison de la Crème Elle & Vire® is to gather together at a single location all the services that Elle & Vire® offers chefs, whether they are based in France or in one of the 120 other countries where the brand is present. Sébastien Faré, a former Michelin-starred chef and Nicolas Boussin, Best Pastry Craftsman of
Our aim is to become a source of inspiration. To that end, we have taken the greatest care in selecting our equipment. Together with the chefs, for each tool, we have identified the benchmark brands both in France and abroad. I want chefs to feel perfectly at home at La Maison de la Crème, in an environment that nourishes their imagination and gives free rein to their creativity. The key point, in my view, if we are to step outside the conventional selling approach, is to be able to welcome our clients in professional surroundings here in France. La Maison de la Crème will enable us to share our know-how both internally and externally and thereby establish Elle& Vire®’s standing as one of the world's key players in the cream sector.
DIRECT WEBSITE ACCESS
DISCOVER “LA MAISON DE LA CRÈME” Visit our website to read all about our chefs, keep track of the events and find out about all the courses.
TESTIMONIAL MAISON DE LA CRÈME
"At La Maison de la Crème Elle & Vire®, we are seeking to create an emblematic venue for the brand that brings our partners together. Our aim is to create a source of inspiration and a forum for discussion between chefs the world over." Florence Robin
ELLE & VIRE ® — 21