Our story
From a French Food Truck to a Whakatāne Icon
Our story began in 2011, when we - Chloé and Guilhem -first arrived in Whakatāne with a vintage Citroën H food truck, determined to share a taste of France with this beautiful region.
That little truck couldn’t drive faster than 60 km/h — it created more smiles than speed — but it carried our dream: to bring authentic French food and culture to New Zealand.
L’Epicerie: Where France and Whakatāne Meet
We opened Whakatāne’s first French deli and café, L’Epicerie, in 2011, followed by a second, larger café — L’Epicerie Larder — on Commerce Street in 2015.
As pioneers of French gastronomy in the Eastern Bay, we made everything from scratch: buttery pastries, artisan breads, roasted coffee, and house-made deli goods — all served with warmth and that unmistakable French energy (“enthousiasme” !).
Locals and travellers alike embraced the experience. L’Epicerie quickly became a community hub — a place to connect, taste, and feel transported.
A Time of Change and Renewal
When COVID-19 arrived, everything changed.
Like many small businesses, we had to adapt — and, eventually, to pause. The rhythm of café life slowed, and we felt the need for a personal and creative reset.
We closed our cafés and scaled down to a smaller, take-away style bakery, inspired by the boulangeries de quartier of France — simpler, slower, and more connected to craft.
Soon after, we pressed pause for almost a year and a half, with no production space and a deep need to rest and rebuild. Then, by a twist of fate, the perfect kitchen space appeared — tucked in Wainui — and the next chapter of L’Epicerie began.
Finding Balance Again
As life slowed down, I (Chloé) felt called to reconnect with the roots of wellbeing and the meaning of nourishment.
I began studying Rongoā Māori — traditional Māori healing system — and Health and Nutrition Coaching, which deepened my belief that food is medicine, and that understanding what you eat and why you eat it is a quiet act of care for both body and mind. I also learned to slow down, appreciate simple actions, and see how deeply our wellbeing is connected to the environment around us.
Working from Wainui has brought a calmer pace — surrounded by green hills, clear water, and the rhythm of the seasons.
It’s a gentler way of living that naturally influences how I bake and eat: grounded in balance, mindfulness, and flow.
I often draw inspiration from Mediterranean principles — enjoying simple, real food, slowing down to share meals, and letting eating become a peaceful, nourishing ritual.
Guilhem pursued studies in business and accounting, and now works for a local company while helping with the technical side of our bakery — a reminder that even when life changes direction, some passions always remain part of who we are.
A New Chapter: Back to Bread
Today, L’Epicerie has evolved into a small-batch bakery focused entirely on artisan sourdough bread — made remotely in the pristine Wainui countryside, using pure spring water and honest ingredients.
Our loaves are tin-shaped for convenience, fermented slowly, and baked with care. It’s a return to simplicity — the kind of bread that brings joy to the table and fits into everyday life.
Still the Same Heart
Even as L’Epicerie has changed shape, the heart behind it remains the same:
to make people feel good through real food, shared with care.
We still bake everything by hand.
We still believe food tastes better when made with integrity.
And we still feel endlessly grateful to call Whakatāne home.