Leroux, 164 years of history in 12 anecdotes

1 – The Leroux brand used to produce more than chicory

Orchies, 1858. This is where it all began for Leroux chicory, when Jean-Baptiste Alphonse Leroux bought the Herbo fils&Cie factory for his son Alphonse-Henri-Eugène. At the time, the Leroux company produced chocolate, tapioca, mustard and roasted chicory. It wasn’t until 1871, following a destructive fire, that the Leroux company changed its strategy, specializing in chicory and abandoning its other products.

2 – The Leroux factory had to be rebuilt several times

The Leroux factory has had its share of misfortunes! It has been destroyed and rebuilt several times since it was bought by Jean-Baptiste Alphonse Leroux in 1858.
Destroyed by fire in 1871, the factory was directly rebuilt on another site, along the railroad line near Orchies station.

In 1914, the “Maison Leroux” won the title of largest factory in France, aided and abetted by Alphonse-Henri-Eugène, who invested heavily in production and sales. Unfortunately, the Orchies factory – the brand’s historic site – was blown up in 1918, and was not operational again until four years later.

Today, the factory is still located in Orchies. In fact, you can see the factory in operation from your seat, if you take the train on the Lille – Valenciennes – Hirson – Charleville line.

3 – The “Bretonne”, an effigy of astonishing longevity

Since 1899, packets of chicory beans have proudly featured the same woman in costume from Audierne, better known as the “Bretonne”. Originally designed to stand out from the competition, this effigy in traditional dress has marked entire generations. Still on our shelves at 123 years of age, she’s not about to say “Kenavo”!

4 – The Leroux brand invented direct marketing

At the dawn of the 20th century, Leroux was looking to gain popularity and establish a foothold in French households. To achieve this, Alphonse-Henri-Eugène Leroux came up with a revolutionary idea in 1904: the invention of collectable stickers on chicory packets. Direct marketing was born! The aim behind collecting these stickers was to build customer loyalty through the receipt of small gifts. The idea quickly proved to be a huge success, as demonstrated by the first winner of a national competition organized by Leroux, who managed to collect no less than 10,000 stickers! That’s a lot of chicory!

Such was its success that the concept evolved over the years. After 1920, another loyalty formula won over consumers. A gift catalog defined the number of stickers needed to win a particular prize. Customers could then collect a number of stickers corresponding to the desired prize.

5 – Leroux chicory, a pioneer in advertising

Leroux sponsored national and international soccer, basketball and cycling clubs in the 1950s. Alphonse-Henri-Eugène Leroux was deeply involved in developing physical activities for young people in the town of Orchies, and instilled certain values in his son Robert. Thanks to Robert, the Leroux company became a pioneer in sports sponsorship. Today, the Leroux company is still involved in sporting events in and around Orchies.

Later, in the 1960s, the Leroux brand also made a name for itself on the small screen, becoming the second largest advertiser on television. Remember the saga of the Marc and Dominique twins? If you look closely, you’ll see that back then, the brand name didn’t even appear on the packaging!

6 – Leroux’s commitment to the environment

Synonymous with France’s victory in the Football World Cup, 1998 also marked a turning point for the Leroux brand, which made a commitment to the environment. That year, it invested in a system for the natural treatment of its process water by ferti-irrigation or plant biofilter. In other words, thanks to the combination of soil micro-organisms and the nutrient requirements of trees, process water can be naturally purified.

To celebrate its 160th anniversary, the Leroux company is proving that it is still in tune with the environmental issues of the 21st century and listening to its consumers by offering a range of organic chicory products. In 2018, Leroux launched its organic plain chicory and organic cereal chicory products. With chicory grown in the North of France according to organic farming principles, Leroux promotes local products and its values in favor of the environment.

7 – Canadians are fans of Leroux chicory

The Leroux brand began exporting its chicory-based products as early as 1876. Almost a century later, a Leroux distribution office opened in Montreal, Canada. Known in Quebec as “café de céréales”, Canadians consume chicory mainly as a beverage for breakfast or brunch.

In fact, the Leroux brand has conquered not only Quebecers, but the whole world! Leroux chicory products can also be found in Europe, Africa and South America!

8 – By the way? Where does chicory come from?

According to ancient accounts, chicory first appeared in the Copper Age, 4000 years before Christ! Used for its digestive virtues in ancient Egypt, for its regenerative powers in ancient Greece and as a medicinal plant by the Romans, chicory has been around for 6 millennia!

9 – The chicory root is cultivated (not the flower)

But what’s behind Leroux chicory? If your ambition was to make a delicious infusion from the pretty petals picked from chicory flowers, we’d better warn you right away, you’re in for a very rude awakening! While chicory blossoms are an excellent addition to a pretty summer salad, it’s the plant’s root that we’re interested in when it comes to making the drink you’re so fond of. To obtain the delicious nectar, the root is first dried before being roasted, then goes through various stages before being consumed in the forms you already know… or not!

10 – There are 3 ways to use Leroux chicory

Three different forms of chicory can be produced from the plant’s roots. While most people think of chicory in its soluble form, i.e. as a powder to be diluted, Leroux offers two other ways of consuming it. You can also find it in granulated form, which is ideal for making your own infusions and dosing them as you wish. Particularly used in cooking, liquid chicory lends itself very well to enhancing the flavour of your dishes and especially your sauces through its roasted side with subtle caramelized notes.

11 – Original chicory recipes!

A number of microbreweries in Northern France have been flourishing for several years, playing the short circuit card and relying on local produce. Brasserie du Pavé has taken up this challenge by adding notes of Leroux chicory to its amber beer. To be enjoyed with Flemish carbonade and chicory tiramisu for a 100% Ch’ti meal!

Beer, ice cream, spreads… there are more chicory-based recipes than you might think!

12 – Leroux chicory, for the health of our animals

Did you know that Leroux chicory can also be beneficial to animals? “That’s right, Jamy! Thanks to its prebiotic effects, chicory aids digestion in domestic and livestock animals. It also has anti-parasitic benefits against nematodes, also known as roundworms. Dogs, cats, pigs, poultry, cattle… everyone can benefit!