Betty Bread line sold
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.