Betty Bread line sold

The Glengarry News - - Front Page -

The iconic Betty Bread line, pro­duced by Boulan­gerie Lan­thier Bak­ery, of Alexan­dria, has been pur­chased by La Boulan­gerie Auger, of St-Jérôme. Fam­ily-owned Boulan­gerie Lan­thier Bak­ery, founded in 1932, will con­tinue to pro­duce its other brands.

Boulan­gerie Auger says the Betty Bread brand, with sales of $20 mil­lion a year, will help the Québec busi­ness carve out a large slice of the On­tario mar­ket.

In the deal that is to be fi­nal­ized De­cem­ber 1, La Boulan­gerie Auger will main­tain 50 jobs in the de­liv­ery, ware­house and sales de­part­ments at the Betty Bread head­quar­ters in BaieD'Urfé. An­other 30 jobs will be cre­ated at the St-Jérôme fa­cil­ity. Where does the Betty name come from? Con­trary to pop­u­lar be­lief, the pop­u­lar name is not associated with a mem­ber of the Lan­thier fam­ily.

Orig­i­nally, Lan­thier Bak­ery called the bread ”Deluxe Bread.” In the early 1950s, the name was changed to “Miss Glen,” to rep­re­sent Glen­garry County. Then in 1960, it was de­cided that the name needed to be mod­ern­ized and be billingual. A ra­dio pro­mo­tion was held and clients were in­vited to send in their sug­ges­tions. The win­ning name was “Betty.”

In a state­ment, Boulan­gerie Auger says all the sales and dis­tri­bu­tion jobs will be pre­served since Betty’s op­er­a­tions will be in­te­grated into Auger’s to form a sin­gle team.

Auger pres­i­dent Guil­laume Tal­bot says the trans­ac­tion sends a clear and pos­i­tive mes­sage that ben­e­fits Boulan­gerie Auger as well as all other lo­cal bak­eries. “It’s been a while since our in­dus­try got such good news,” he com­ments. “Our in­dus­try is con­stantly try­ing to think of cre­ative ways of build­ing on its strengths to of­fer cus­tomers high qual­ity breads made re­spon­si­bly by lo­cal work­ers with lo­cal prod­ucts. With this trans­ac­tion, I am pleased to con­trib­ute to the de­vel­op­ment of an in­dus­try with tremen­dous po­ten­tial and ma­jor eco­nomic im­pact.”

Founded in St-Jérôme in 1949, Boulan­gerie Auger now has over 50 em­ploy­ees and of­fers a sliced breads made with flour pro­duced from grains grown ex­clu­sively in Québec.

Boulan­gerie Lan­thier Bak­ery has been ex­pand­ing in re­cent years, adding about 10,000 square feet to its bak­ery in Alexan­dria at Dominion and St-Paul Streets in Alex­ad­nria.

The ex­pan­sion was driven by the ad­di­tion of a French brioche line launched with its part­ner, La Fournée Dorée.

The bak­ery was founded by Ge­orges and Adri­enne Lan­thier in 1932. It was one of four new bak­eries in town. Ini­tially, all cus­tomers re­ceived home de­liv­ery, and were of­fered a va­ri­ety of fresh bread and pas­tries.

In 1985, a sec­ond pro­duc­tion fa­cil­ity was built in Mon­tréal to sat­isfy the ever in­creas­ing de­mand.

NEWER LOOK: The logo has been up­dated over the years.

HOUSE­HOLD NAME: Betty Bread has been a house­hold name since 1960.

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