Crédit Agricole Private Equity Invests In Keldélice, Online Fine Foods Market

Keldlice, France's online fine foods market, has finalised an initial round of financing with Crdit Agricole Private Equity, which is investing €1.5 million in the company. In February 2009, the Keldelice.com website attracted 150,000 visits. The website brings together more

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Keldlice, France’s online fine foods market, has finalised an initial round of financing with Crdit Agricole Private Equity, which is investing €1.5 million in the company.

In February 2009, the Keldelice.com website attracted 150,000 visits. The website brings together more than 500 producers and retailers and offers a range of more than 10,000 regional speciality products.

The company has around a dozen employees. It was created in early 2008 by Cyril Janin, former Chairman and founder of Keljob – now known as Adenclassifieds – a company specialising in online B2B classified advertising.

Cyril Janin noticed that small producers in France did not have the presence they deserved on the internet and that internet users did not have access to all of the country’s regional speciality foods.

He decided to use technology to promote France’s gastronomic regions, drawing on the business model of a traditional market. Instead of a market stall, producers are offered unique visibility on the internet and access to millions of consumers.

Whether they are real food lovers or just have a passing interest, visitors to keldelice.com benefit from the widest range of fine food products online. They can join the Keldlice community and swap recipes, tips and favourite addresses, as they would do at a traditional market.

Funds will help to speed up the company’s commercial development

The funding raised will be used to support Keldlice’s commercial development, based on paid inclusion. It will also be used to expand the range of products on offer and create high quality editorial content.

D.C.

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