Sailing and gourmet food are well matched with Pierrade Events
In 1986, Lyon-based restaurateur Joël Bauduret launched the Pierrade brand, a way of cooking on hot stones that has since been adopted by Tefal, Guy Degrenne tableware and Bigard meats. “Our products are sold by the leading companies in each sector and I control the licensing of the brand,” explains the inventor. “When we started out, the products were really meant for professional chefs but we then developed the business for the general public when I created an electrically-powered version in 1989 which I sold to Tefal”.
Located in Légny, west of Lyon, the company offers not only the electric appliances but also pre-heated stones for use in restaurant kitchens. And, in 2012, it will launch a gas-powered appliance called the Pierrade Nomade designed for use on outdoor terraces. During its 25 years’ existence, the company has sold more than 10 million products, over half of which have been sold on the export market. In order to promote the launch of the Pierrade Nomade, and also because French law requires companies to actively market a trademark which it has owned since 2000, Joël Bauduret has created an events department called Pierrade Events, with a fleet of ten 28-foot long catamarans at its disposal in Aix-les-Bains. “I should explain that we’ve had to fight several hundred copyright infringements since we started the business and we need to market our brand in order to avoid losing our legal rights to our trademark,” states Joël Bauduret. “We have to use events to market the brand and I’ve chosen sailing because it involves a non-polluting sport that reflects our sociable image”.
During 2011-2012, Pierrade Events is organising a competition for some of France’s higher education establishments which will continue through to 2012-2013 and 2013-2014. The schools will participate in interactive regattas (ten per year plus a final) on boats that are equipped with GPS allowing the regattas to be filmed in 3 D. Each event will be transmitted on the internet, via social networks and the schools’ own websites. “Thousands of students will be involved which means that we’ll also be able to promote the Rhône-Alpes region and the Lac du Bourget”, confirms Pierrade’s boss. “We’ll also be setting up network events for distributers such as Seb, which is launching a new product. Our schedule is already booked up. However, we’re also wanting to help promote water sports in the Rhône-Alpes so companies who are interested in what we have to offer, can contact us to organise team building exercises or seminars”.
The fleet of ten GPS-equipped catamarans can each take between four and five crew members and can be rented for 7000 € per day, which includes the installation of cameras for live transmission in 3D and souvenir video clips at the end for the company. Pierrade Events also has a marquee set up on the beach at Aix, housing the largest Pierrade in the world. Totally free-standing, it can be moved to any site chosen by the client. It requires between four and six people to get it going and to cook on it, costing 2500 € (inclusive of all the logistics, the marquee and personnel).
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