The split marks a significant shift in Australia's premium foodservice chocolate market and illustrates a broader trend among some multinational manufacturers seeking closer control of distribution and long-established local partners – in this case, a family-run company – that have spent decades building those markets.
Mayers Fine Foods confirmed that Barry Callebaut (the world's largest manufacturer of chocolate and cocoa products) informed the company earlier this year that it would end the long-standing exclusive distribution arrangement and move towards a more direct route to market in Australia.
In response, Mayers has launched Mayern, a Belgian couverture chocolate brand aimed at the same professional bakery, pastry and foodservice customers. The products went live on its website this month.
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Gary Willis, who manages Mayers' Chocolate and Patisserie division, described the decision as the most significant change in a relationship dating back to 1999.
"For probably the first 15 or 16 years, the relationship was pretty much faultless," Willis told CocoaRadar. "We had a fantastic relationship."
According to Willis, Mayers first learned of Barry Callebaut's decision during a meeting in January.
"Out of the blue, they said they were going to take over direct distribution to our entire national distributor network," he said.