Roasting company based in Bordeaux, Destination has emerged on the market of organic stores and supermarkets in just few years. Today the leader in organic coffee, tea, sugar and cocoa, this brand is a must.

Destination has always been organic or is it new?
Christophe Lambard, CEO: Originally, we were on luxury food products and after one year of existence, we have taken the lead in organic and fair trade which for us is a logical sequence. Organic now represents over 95% of our volumes. When we created the company, 10 years ago, we wanted to democratize organic food products by providing the truth about their prices. The problem is that this market has too many intermediaries, a way to higher margins, which has never been our case we are not organic opportunists.
Tell us about your business.
Christophe Lambard: We are apart from flash-cooking industrial (3 to 6 minutes), our slow roasting, between 17 to 20 minutes, allows to reveal the full flavor, which is not the case at a flash roasting where a large proportion of flavor is not created by the absence of the Maillard reaction (chemical reaction occurring naturally on the bean after 15 minutes).
It is through slow cooking, and only through this process that the full aroma of coffee can be revealed. We are direct importer of coffees, teas, sugar, cocoa and more recently, regional gourmet organic products such as olive oil, mountain honey, ham or Iberian Pata Negra. All our developments are based on travel (I have visited more than 120 countries until now) and events around which we build strong alliances.
We find courageous hotels and restaurants where people got to organic food, because it is always more complicated in this area to develop this approach with guests. We welcome the choice of the Hotel Gavarni.
How do you see the future of organic?
Christophe Lambard: In this time of crisis, our approach is highly understood by consumers who trust us. We have always believed that only the will of the men will return to 100% organic. 50 years ago, there were only natural and organic products. If we want to go faster, it is through the consumer information and fair pricing of organic products that we permanently remove all the obstacles related to their expansion.
Destination – Centre de Caféologie
27-29 rue René Magne – Cedex 155
33083 Bordeaux
France
T. : +33.(0)556.112.747
contact@cdc-destination.com