10 September 2023

In this series, world-leading pulp and paper manufacturer APRIL Group shines a spotlight on the diverse and talented partners of its flagship brand, PaperOne™. Each month, we feature a different partner and show how far their company has come in the industry.

Through the Good Times and the Bad

Real family sticks by you, even in the toughest of times. When it was first established 30 years ago, France-based CERIEX EuroTrade was trading manufactured goods from Europe to Madagascar. Today, this family-run business has grown into an international trading enterprise, partnering more than 30 manufacturers in over 20 countries worldwide. In this September publication, Irad Hassanaly, the second-generation owner and CEO of CERIEX, explains why a strong support system is extremely vital to success, especially during the trials and tribulations of running a business.

Mr Hassanaly, can you tell us about your company?

My father started CERIEX 30 years ago, and began trading in several verticals, such as automotive spare parts, building materials, and paper and supplies. We were originally from Gujarat, India, but my father was born and raised in Madagascar before settling in France. As a result, we were only trading from Europe to Madagascar back then.

We have expanded much since, reaching the Indian Ocean, Africa, as well as remote destinations like the Caribbean islands. In terms of service, we provide end-to-end support in areas such as product sourcing and development, quality control, financing, as well as marketing and shipping operations. Basically, we handle all upstream steps prior to the destination.

As the CEO, your responsibilities must be wide-ranging… What do you enjoy most about your work?

I joined CERIEX immediately following my graduation in 2008, with an MA in Strategy and Management of International Business. Together with my brother, we manage the company’s development and strategic growth, while also being involved in the daily business operations. This helps us to stay connected to the field and our customers’ needs, allowing us to be aware of when to update our offerings in order to gain competitive advantage. After almost 15 years in the industry, I’d say that the most exciting part of my job is also the most stressful: the challenges of an ever-changing world!

Working with a wide scope of geographical regions and business sectors opens up incredible opportunities, as long as we are flexible and agile enough to update and reinvent ourselves to match our customers’ needs. On top of that, it also involves constantly keeping up to date with and being alert to new market trends, conditions, and factors. It is an ongoing task, and one that I find very stimulating due to its dynamic nature!

How long has CERIEX been a partner of PaperOne?

We have had the pleasure of being partners with APRIL Group for four years now. Since day one, we have been receiving immediate and full support from the PaperOne team to cover all our customer profiles—with different needs, across different countries. Each time, I can confidently attest that they have given us timely assistance and personalised customer service, which is a great complement to PaperOne’s great products.

Has this partnership helped the company in any way?

Definitely. When we started our partnership with APRIL Group, it was right before COVID-19 struck. Anyone will agree that it was not the best timing to enter a new venture, especially being aware of the shortages of raw material and rising sea freight costs we have had to endure. However, it was during this crisis that APRIL Group really shone through the darkness to support us every step of the way, helping CERIEX to achieve double-digit revenue growth each year. That in itself is the most valuable success story in our partnership with APRIL Group. One significant memorable moment for me was the annual event that the APRIL EMEA team hosted for us during the Dubai Expo 2020. Perfectly organised and a great memory to cherish!

We are always happy to hear success stories from our partners, as it is a reflection of our efforts paying off.

Indeed. Product-wise, PaperOne offers a wide enough range for our customers to choose from. People-wise, PaperOne’s team offers a level of support that is highly valuable and unmatched by any other, especially in the recent years of uncertainty the world has gone through with COVID-19. When everything becomes highly volatile and business gets extensively difficult to operate and outcomes hard to predict, being able to rely on your partner is a big plus.

What do you love most about PaperOne products?

PaperOne brand is famous for its brightness, quality, and thickness. You know… when we place an 80gsm sheet of paper in our customers’ hands, they often think that it’s a 90gsm sheet of paper! Goes to show its amazing level of thickness. Also, the ProDigi™ HD Print Technology makes the paper even shinier and more beautiful once printed. Last but not least, the consistency in quality is phenomenal. We have not received any complaints from customers about the quality of product or packaging so far!

That’s wonderful. Let’s hope it remains that way! Which range of PaperOne products do you sell?

We sell three ranges of PaperOne brands, namely Digital, All Purpose, and Copier. We sell offset paper of 70gsm and above to our customers who use them for printing purposes. Just like for cut-size paper, consistency of quality is key when one has to rely on the product to transform the result.

What do you think sets CERIEX apart from its competitors?

This is a question we should ask our customers! (laughs) On a serious note, I think it comes down to a combination of great service and great products. For the latter, we are lucky to rely on consistently high quality paper. As we aim to fulfil long term objectives, we are offering great value to our customers by enabling them to invest and build on brand equity that can deliver in the long run.

Let’s talk about sustainability and innovation. How will this impact your business?

This is very important and will be even more so in the coming years. Our generation has a responsibility to do the best we can in every sphere, personally or professionally, to give our children a world that can sustain them and their offspring. As an brand, PaperOne’s commitment to sustainability is testament to its responsible business ethics. Certifications like PEFC attract more attention from our customers. In certain markets, they are even mandatory requirements!

Can you share your thoughts on the future of the paper and pulp industry?

Well…. One thing I’m sure about is that digitalisation is going to disrupt the market more and more, making it increasingly challenging for us to sell paper. Yet, I am confident that new needs will emerge. New usages giving rise to new purposes for paper products. You know, screens have their attraction. But you simply cannot replace the feeling of holding something concrete in your hands.

Last but not least, any parting words on the partnership between CERIEX and PaperOne?

As a happy partner of PaperOne, all I can wish is for our collaboration to get stronger with every passing year. Of course, there will be challenging moments in volatile and uncertain times, as expected for any business. But knowing that your partner has your back gives one the strength and confidence to confront those challenges together, and aim for mutual growth and success! You know, we are a family business; like all families, we stick together through the enjoyable moments and the hard times. And we already view APRIL Group as a component of our family!

We appreciate your support for PaperOne through the years! Thank you for giving us such wonderful insights, Mr Hassanaly, and we look forward to scaling greater heights with CERIEX.