Our history

19
20
Yves Michaud, an engineer and beekeeper, founded the company Famille Michaud Apiculteurs. Moving his hives according to seasons and crops, Yves Michaud became the precursor of bee transhumance and set up various new beekeeping techniques.
19
23
Following the acacia harvest in the Pyrénées Atlantiques, Yves Michaud was the first to carry out ‘bee transhumance’, moving his hives to the Landes area to collect heather honey.
19
35
Yves Michaud displayed his own beekeeping equipment and honeys at the South-Western Fair.
19
57
The company extended its beekeeping activity by setting up an automated jar-filling line. Famille Michaud Apiculteurs opened its first business offices in Paris, rue d’Aboukir.
19
58
The Lune de Miel® brand was created. Today it is the leading brand in France, with a 32% market share. Lune de Miel® is the first honey brand distributed in the world, boasting an international presence in 59 countries. It sells about 28 million honey jars every year.
19
65
Famille Michaud Apiculteurs opened its first modern site in France, in the hills of Guindalos, south of Pau, in order to better package honey. Yves Michaud, founder of the company, passed away, but soon afterwards his son Bernard Michaud took over the business.
19
70
Bernard Michaud, the company CEO, asserted the Lune de Miel® brand’s position amidst modern distribution that was developing at the time.
19
73
We pursued our quality initiative and set up the first in-house analysis laboratory to analyze honey in France. Our lab allows the Lune de Miel® brand to guarantee top-level quality products.
19
78
The decision was made to market our own honey production as well as honeys originating with our partnerships with French local producers under the ‘Miel l’Apiculteur®’ brand. This brand helped developing the French ‘terroir’ and supported producers located around our honey farm.
19
81
The company opened to the international market by selling its honeys outside France. Famille Michaud Apiculteurs was immediately successful. From that moment on, we also started marketing conical-shaped cardboard jars, similar to those sold by the company at the turn of the century.
19
90
Vincent Michaud, the founder’s grandson, took over the family business. He set up a dynamic innovation policy in order to make honey a pleasurable product, as well as to value high quality monofloral ‘grand cru’ honeys in smaller packagings.
19
91
Bernard Michaud, the founder’s son, retired but had passed on his passion and knowledge of beekeeping to the 4th generation of Famille Michaud Apiculteurs. The family history would continue.
19
92
The company revolutionized the traditional use made of honey by creating the first flexible and squeezable packaging, with a typical honey drop shape. Thanks to this innovation, Lune de Miel® changed honey consumption habits and the ‘Tartimiel’ would immediately become the 1st honey reference sold in France.
19
93
‘Tierra y Oro’, the 1st subsidiary of Famille Michaud, was set up in Madrid, Spain. We had decided to adapt the brand to the Spanish market, thus becoming ‘Luna de Miel®’. The Luna de Miel® honeys were sold as top of the range products, totally meeting the expectations of Spanish consumers.
19
94
The company set up a method allowing the preservation of a high amount of royal jelly in honey. Royal jelly, the queen’s exclusive food, is very much sought after for its exceptional properties. Honey containing royal jelly is among the exclusive products our consumers are very attached to.
19
95
We launched a vast ‘honey discovery’ operation in our different outlets. For each operation, a live hive covered with glass was displayed, and honey tasting sessions were organized. Famille Michaud Apiculteurs also sold great gingerbread made in the traditional way.
19
96
Lune de Miel® changed its presentation. The brand was selling 100% pure honeys, without any transformation or addition, and consequently adopted the orange alveolus, reminiscent of the hive, as a visual recognition symbol.
19
97
In the time of the Pharaohs, bee products were already used to cure numerous diseases. Lune de Miel® was inspired by this ancient time know-how and offered a whole range of natural products with long time acknowledged benefits.
19
98
The company left its historical site, chosen by Yves Michaud, founder of the company. Famille Michaud Apiculteurs moved to a green setting located at the foot of the Pyrenees, so as to be able to manage the increasing volume of sales.
19
99
After many years of research, we created the first flexible packaging with a silicone valve and thus launched the Lune de Miel® Beehive range of honeys. This packaging was a world first that owed us the ‘2000 Packaging Oscar’. This innovation would later be adapted to other goods such as ketchup, mustard or cosmetics products.
20
00
Following our prospecting work for the best honeys in the world, we discovered another exceptional product - maple syrup. We then launched a partnership with Canadian producers and created the ‘Maple Joe®’ brand, today the leading brand in Europe. The brand, with its typical glass jar, is sold in over 40 countries.
20
01
Our Well Being Lune de Miel® product range was completed by a squeeze bottle range: aloe vera, green propolis, etc. We wanted consumers to enjoy all the benefits of these products while making them easier to use.
20
02
Our presence in the United States and in Japan led us to design a new packaging so as to underline the great quality of French products. We thus created the ‘Tradition Honey’ sold in a metal bucket. Its international success encouraged us to also offer it in a cardboard box on the French market.
20
03
Anxious to increase the guarantee of purity of our honeys and to help preserving bees, we set up the ‘Apiculture en Terroirs Préservés’ Charter (‘beekeeping in preserved environments’). The charter gathers over 500 beekeepers sharing 8 common quality commitments. A batch number on each honey jar allows consumers to trace honey back to the hive on the internet.
20
04
The company set up a new subsidiary in Milan, Italy. Our products were also adapted to Italian consumers, and we thus called our brand ‘Luna di Miele®’.
20
05
Lune de Miel® only sells good honey made with love, and the brand’s evolution is bound to reflect this simplicity.
20
06
Lune de Miel® appeared on television for the first time: the 8 seconds TV commercial ‘Lune de Miel®, de l'amour et du bon miel’ advertised the convenient Lune de Miel® squeeze bottle and its total naturalness: 100% honey, 100% convenient. That same year, we started selling our first organic honeys.
20
07
Our 3rd subsidiary, ‘Michaud Nordic Distribution’, was set up in Stockholm, Sweden. Our ambition was to sell our products everywhere in Scandinavia. Unlike in countries in the South of Europe, we chose to keep the ‘Lune de Miel®’ brand, which had been a leader on Scandinavian market for several years.
20
08
Always looking for convenient systems and listening to the needs of our customers, we invented the first Doypack packaging, a flexible, environment-friendly and economic solution. It was immediately successful across Northern Europe, where consumers care for the environment. Today, it is a leading product in Sweden.
20
09
The company deepened its commitment to sustainability through an organic honey, ‘Fair Trade’ labeled by Max Havelaar.
20
10
Famille Michaud Apiculteurs discovered a new natural sweetener with exceptional properties: agave syrup. Agave syrup is the best way to naturally sweeten meals, as it instantly blends in and does not alter the taste of food. Sunny Bio® and Sunny Via® soon became leaders on this new segment.
20
11
The company set up a new subsidiary in Cologne, Germany - ‘Familie Michaud Deutschland GmbH’. The products would be manufactured in France to be sold in Germany, Belgium, Luxemburg, Austria and the Netherlands by our German subsidiary.
20
12
Famille Michaud Apiculteurs was off to conquer Asia. In order to meet the demand of the Asian market in terms of top level and top quality products, we developed smaller packagings such as the 100g ‘nomadic’ squeeze bottle. The strong increase in the number of middle and upper class populations in China allowed us to double our turnover every year.
20
n.
Upon request from Japan, China and Taiwan, we designed a funny and convenient package for children: the ‘Lune de Miel® Teddy Bear’ squeeze bottle. This new product created for import purposes also proved successful with the French young.
20
ch
As a European first in the field of honey, the Famille Michaud Apiculteurs laboratory was awarded the ISO/CEI17025 accreditation by COFRAC (French accreditation committee). In the agrifood industry, only Coca Cola had obtained this accreditation up till now, thus testifying to the top level competence of our laboratory.
20
t.
2013 was a critical year for apiculture, which saw the honey production collapse in France. The Miel l'Apiculteur® brand marketing French honey experienced great difficulties to meet the demands of its customers. However, the company worked on the differentiation of top level products and created a new conical glass jar, similar to the cardboard version, with a bee engraved on it, that embodies the exclusive origin of the product.
20
14
2014 was a terrible year for the French beekeeping sector. The production of honey in France was divided by 3 in 20 years. In the face of such a disaster, we decided to act and launched the ‘Fondation Lune de Miel®’ under the aegis of the Fondation de France. Our foundation aims at protecting bees and preserving apiculture. It is endowed with a 500.000€ budget over 5 years.