Haudecoeur

What Haudecoeur does

Haudecoeur is a French importer, industrial food processor, and wholesale distributor founded in 1932 and headquartered in La Courneuve, France. The company sources rice, dried legumes, dried fruits, spices, semolina, couscous, pastas, cereals, halal-certified products, and oriental specialties from more than 40 countries, packaging them across formats from 125g retail units to 1-ton big bags under a portfolio of over 1,000 product references. Its portfolio combines seven proprietary brands (Samia, Legumor, Profruit, La Pastilla, Tantie, Palais Impérial, Riz du monde) with exclusive and non-exclusive distribution rights for partner brands such as TILDA, DARI, JUMBO, Phare du Cap Bon, Colona, Al Wadi, and Harina P.A.N.

The business operates on a B2B sales-led model with multi-channel reach. Direct sales are conducted through a dedicated commercial service reachable by phone, email, and in-person pickup at the La Courneuve headquarters; an e-commerce storefront at shop.haudecoeur.fr extends reach to smaller buyers; and wholesale/export channels serve grocers, restaurants, caterers, wholesalers, mass retail (GMS), the food industry, and international markets via container shipments from Le Havre. Pricing is structured around minimum order thresholds (200 kg / €250 HT for pickup, free delivery above 500 kg in Paris and Île-de-France), with no publicly disclosed unit pricing.

In July 2024, Haudecoeur announced the acquisition of French wholesale grocer Cepasco to deepen its herbs and spices footprint. The company has been backed by Eurazeo and is privately held, with no public listing or parent company disclosed. Headcount is reported in the 51-100 range.

Name

Haudecoeur

Legal name

Haudecoeur

Website

https://haudecoeur.fr

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

51–100 employees

Short description

Haudecoeur is a 90-year-old French importer, industrial food processor, and wholesale distributor of ethnic and oriental food products, selling over 1,000 SKUs through own brands and exclusive partner brands to grocers, restaurants, wholesalers, mass retail, food industry, and export customers.

Ownership category

akta.pro rank

Product category

Ethnic Food Distribution and Import

NAICS

Other Grocery and Related Products Merchant Wholesalers (42449), Food Manufacturing (311)

SIC

Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141), Food And Kindred Products (2000)

akta.pro primary industry

Ethnic/International Bulk & Wholesale Grocers (CRAHAMAE)

akta.pro secondary industries

Ingredients, Spices & Culinary Supplies Distribution (CRAOABAK), Confectionery, Snacks & Specialty Sweets Wholesale Distribution (CRAOAAAM), Foodservice / HORECA Produce Wholesale (AFAIACAI)

Keywords

• Ethnic food distribution
• Rice import wholesale
• Oriental food products
• Food import manufacturing
• Halal food distribution

Headquarters

HQ city

La Courneuve

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Food product distribution: Haudecoeur generates revenue through the import, manufacturing, and distribution of ethnic food products including rice, dried legumes, dried fruits, spices, semolina, couscous, and oriental specialty products. The company sells both own brands and partner brands to various customer segments.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Haudecoeur is an importer, industrial food processor, and wholesale distributor of ethnic and oriental food products operating in France since 1932. The company offers over 1,000 product references spanning rice, dried legumes, dried fruits, spices, semolina, couscous, pasta, cereals, halal sauces, teas, and oriental specialties, sold under both own brands (SAMIA, Legumor, Profruit, La Pastilla, Tantie, Palais Impérial, Riz du monde) and partner brands. Products are sourced from over 40 countries, processed and packaged in formats from 125 g retail units to 1-ton big bags, and distributed to grocers, restaurateurs, wholesalers, mass retail, food industry, and export clients.

Product overview

Haudecoeur is an importer, industrial food manufacturer, and distributor established in 1932, offering over 1,000 food product references. The company operates as a unified portfolio of own brands (SAMIA for Oriental products, Legumor for semolina, Profruit for dried fruits, La Pastilla for brick pastry, Tantie for peanut butter, Palais Impérial and Riz du monde for premium products) combined with exclusive and non-exclusive partnerships with major brands (TILDA, DARI, Phare du Cap Bon, JUMBO, Colona, Ferrero, ZAKIA, Le Renard, SAF Levure, Dakatine, Al Wadi, Maggi, Quaker, Harina P.A.N). The product range centers on rice, dried legumes, dried fruits, spices, semolina, couscous, pastas, cereals/starches, halal kebab sauces, oriental specialties (salted and sweet), Lebanese products, candies, teas, and African range products. The company sources from France, Morocco, Tunisia, India, Pakistan, Thailand, Cambodia, China, and South America, serving grocers, restaurateurs, wholesalers, mass retail, and food industry clients.

Differentiator

Problem solved

Functional benefit

Brands

• Samia: Primary brand for oriental specialties including couscous, sauces, spices, dried vegetables, and ready-to-use products.
• Legumor
• Profruit
• La Pastilla
• Tantie
• Palais Impérial
• Riz du monde

Products and services

• Rice (Riz) Over 40 varieties of rice including Basmati, Jasmine, white, parboiled, specialty (red, wild, black), and broken rice, sourced from multiple origin countries and offered under own brands (Riz du monde, SAMIA) and partner brands (ELEPHANT, TILDA). Packaged from retail to industrial formats.
• Dried Legumes (Légumes secs) Over 40 varieties of dried legumes including peas, chickpeas, lentils (green, red, beluga), fava beans, and haricots. Imported, processed, and packaged by Haudecoeur for B2B distribution.
• Dried Fruits and Nuts (Fruits secs) Dried fruits including almonds, dried apricots, pine nuts, bananas, figs, dates, prunes, hazelnuts, cashews, pistachios, and exotic fruit mixes, plus nuts like macadamia and walnuts. Sold under Profruit brand and partner brands.
• Spices (Épices) Wide range of spices including garlic powder, cinnamon, cloves, cumin, turmeric, curry, pepper varieties, raz el hanout, herbs de Provence, and spice blends. Brand portfolio includes Continent des Epices and partner spice brands.
• Semolina (Semoules) Wheat semolina (extra fine, fine, medium, coarse) and barley semolina used for couscous, bread preparations, and traditional recipes, marketed under Legumor and partner brands including Le Renard.
• Couscous Couscous from durum wheat in fine and medium grades, whole wheat, and barley couscous. Brands include Legumor (own), DARI, SAMIA, FERRERO, and LE RENARD.
• Pasta (Pâtes) Specialty pasta varieties including tempestina, piombi, grana di riso, seme di mela, cerini, angel hair (cheveux d'ange), vermicelli, and ditalini lisci.
• Cereals and Starches (Céréales et féculents) Cereals and starches including rice flour, chickpea flour, barley flour, potato starch, potato flakes, pearl barley, quinoa, bulgur, oats, and corn products. Includes partner brand Harina P.A.N pre-cooked corn flour.
• Halal Kebab Sauces (Sauces kebab halal) Halal kebab sauces under SAMIA brand with 10 recipes (Alger, Samourai, Barbecue, Blanche, Burger, Maroc, Mayo, Andalouse, Ketchup à la harissa, and Poivre) in 350ml format. Also includes Colona sauce range.
• Salted Oriental Specialties (Spécialités orientales salées) Salted oriental products including harissa, preserved vegetables, canned tomatoes, meat broths, oriental prepared dishes, and culinary aids. Key brands include SAMIA, Phare du Cap Bon, JUMBO, and Colona.
• Sweet Oriental Specialties (Spécialités orientales sucrées)

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• CepascomajorStrategic or Co-development Partner · 1 July 2024In July 2024, Haudecoeur acquired French wholesale grocer Cepasco to expand its presence in the herbs and spices market. This strategic acquisition strengthens Haudecoeur's position in the ethnic food distribution sector.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tang Frères: Leading French importer and distributor of Asian food products with both wholesale and retail-grocery operations. Directly comparable ethnic-specialty importer/distributor model serving French grocers, restaurants and consumers.
• Sabarot Wassmer: French family-owned processor and distributor of pulses, grains, dried mushrooms and wild rice. Directly comparable to Haudecoeur's dried legumes, cereals and rice categories, with similar B2B/wholesale channel mix.
• Tipiak: French food manufacturer specializing in couscous, grains, ready meals and ethnic staples, serving both retail and foodservice. Highly comparable to Haudecoeur's couscous, semolina and oriental specialties range.
• Distriborg: French distributor specializing in organic, fair-trade and ethnic food products for retail and foodservice. Comparable ethnic/wholesale distribution model with a strong specialty and brand portfolio.
• Markal: French organic grain, pulse and rice producer and wholesaler. Directly overlaps with Haudecoeur's rice, legume and cereal categories and shares the mid-sized French B2B wholesale channel.
• Celnat: French producer and wholesaler of organic cereals, pulses, seeds and grains. Comparable mid-sized French specialty grain/pulse distributor with overlapping product lines and channel mix.

Broad incumbents

• Panzani (Barilla Group): France's leading pasta, rice and sauce brand, now owned by Barilla. Overlaps with Haudecoeur's rice, pasta and sauce categories at much larger scale and serves the same GMS and foodservice channels.
• Lustucru Premium: Major French grains and pasta brand owned by Cevital. Competes with Haudecoeur in semolina, couscous and pasta categories at national retail scale.
• Carrefour (Provera / PAI): France's largest grocery retailer with a rapidly expanding private-label and international food range. A core Haudecoeur customer today but also a long-term risk if it moves ethnic sourcing in-house.

Emerging players

• Guyader Terroir et Création: French prepared-meals and ethnic-food specialist supplying retail and foodservice. Comparable in the oriental specialties, kebab-sauce and halal categories that overlap with Haudecoeur's SAMIA brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/haudecoeur

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Haudecoeur