Oysters, considered a gourmet delicacy, are undoubtedly one of the most exquisite and prized foods in the world, a symbol of exclusivity and luxury. But how do you manage to create a brand out of a seafood product hidden under a rocky shell?
A clear example is Gillardeau, a French family company that has managed, over more than a century, to associate its name with luxury and exceptional quality. Through a unique combination of tradition, innovation and meticulous attention to every detail, from the cultivation of its product to its careful arrival on the market. It is estimated to have an annual turnover of between 20 and 25 million euros. Its oysters are recognized and appreciated by connoisseurs, foodies and consumers looking for gastronomic luxury at its finest.
Originally from the Marennes-Oléron region in France, Gillardeu oysters are carefully cultivated by the Gillardeu family, who have maintained their tradition of oyster farming since the end of the 19th century. They have now extended their production to other countries such as Ireland or the South of Portugal, where they have found the ideal characteristics for production.
The cultivation process is completely artisanal, and each oyster can take between 3 and 5 years to reach its optimum point. This commitment to the product has positioned the brand as a benchmark in the sector.
The result is an organoleptically unique product, offering a distinctive combination of saline notes, a meaty texture and a subtle touch of sweetness. During their cultivation process, they take care in the selection of the product, transferring their oysters to waters with different degrees of salinity to perfect those characteristics of sweetness and salt that make their product unique and characteristic.
If we mention their direct competitors, we must focuson other French brands, such as Maison Amélie, Huîtres Cadoret, or Fine de Claire; but they also compete directly with the Japanese brand Kumamoto (which produces its oysters in Japan and the USA).
However, Gillardeau's success is not only based on the quality of its product, but also on the innovations that protect and differentiate them. For example, each oyster is marked with a laser, a pioneering measure that guarantees its authenticity and prevents counterfeiting.
Up to this point, we have an organoleptically superior product, a very careful production process and innovations that shield the product from competition and counterfeits. But the success of the brand is not only explained by all these elements. It also comes from its arrival on the market.
Gillardeau has managed to convey this luxury image through highly selective distribution. Its oysters are not available in just any establishment that can afford them, but are carefully validated and chosen outlets, according to its standards of quality and image positioning.
In this way, they ensure that these outlets have the appropriate infrastructures to keep their oysters in the optimal temperature and conservation conditions that they themselves establish. This exclusivity in their road to market has contributed to creating a perception of luxury. Their product is sold in practically all European countries, and they also export to other continents such as America and Asia.
In Spain, for example, they are available only through distributors that meet these requirements, such as gourmet shops in major Spanish cities like Pescaderías Coruñesas or in some Club Gourmet del Corte Inglés; Michelin-starred fine dining restaurants or restaurants with a focus on premium seafood products like Estimar or Ricard Camarena, and a selection of gourmet product distributors.
And what about the brand, what actions do you carry out in terms of communication and PR?
Gillardeau has built its reputation mainly through word of mouth and the differentiating elements mentioned above. It works hand in hand with a number of brand ambassadors from the world of haute cuisine, selecting renowned chefs who promote the consumption of its products in haute cuisine contexts. For example, it has collaborated with French chefs Joël Robuchon, Alain Ducasse and Guy Savoy.
Its presence in luxury hotels such as the Four Seasons or Mandarin Oriental chains, as well as its collaboration with yacht brands such as Benetti or Sunseeker, further reinforce the prestige image in these environments.
Gillardeauis a clear example of how to build an aspirational luxury brand in a category where the product often overshadows the brands. Through a combination oflimited artisanal production, useful innovation and highly selectivedistribution. Gillardeau has succeeded in creating a universe of exclusivity;and with this exceptional work, it reminds us that any product, even a commodity, can rise to the status of an internationally recognised and valued brand.
