Madelon Dollé makes people happy with her company Fier & Fair through food, drinks, interior design, and styling at events. She tells us more about interaction between guests, smiles, and long-lasting memories.
Madelon, how did Fier & Fair come about?
"I have been working in the world of high-end corporate events for 23 years. During my work, I often thought that the catering could be much more interactive. That's why I started Fier & Fair. At Fier & Fair, I can express my passion for people, stories, history, and white truffle risotto from Tuscany. Fier stands for 'the pride of our specialists'. Fair stands for honest, sustainable, local, no waste, and transparency. We create social interaction through food and drink in a relaxed setting and help companies showcase their identity."
What do you want to achieve?
"Eating together, simply sitting down at the table with good, tasty food; food and drink are connecting factors. Our goal is to genuinely connect people through food and drink with the right styling. Unpretentious, open, relaxed, and no protocols. That makes people feel at home, welcome, and senang. I get so much energy when I see guests go home with big smiles on their faces. That's what we do it for. And it's a gift to receive this trust from clients. We get to make their guests smile."
What makes you different?
"At home, you don't have a waiter wearing a tie. Home is where you are welcome just as you are. You pour each other a glass of wine, sit down at the kitchen table, and share sincere stories over sincere dishes. This 'at home' party is always our starting point. This is very valuable for organizations that want to convey a message, strategy, or mission, because this approach provides the perfect breeding ground. The message lands, bubbles up, and anchors itself in the guests. We always say: share what you eat, then you share your identity."
Styling is also your expertise, tell us more about that.
"In addition to connecting people through food and drink in the right atmosphere, styling adds great value. We take care of the styling down to the last detail, without it feeling staged. We call it styling with a bow on top. Of course, there is also attentive service during our events, but the strange thing is that when you take a step back in terms of visibility, more happens between the guests themselves."
Events that create the right atmosphere for social interaction and knowledge sharing are currently of vital importance to organizations.
How did you come into contact with SugarFactory?
"Four years ago, we were commissioned by a large company to help organize an event where people could come together to share knowledge. The unpolished spaces of SugarFactory proved to be the perfect basis for the atmosphere we wanted to create: a raw conference setting, festival atmosphere, and cool party. I would describe the collaboration with SugarFactory as open, honest, and professional. The team is very critical, with the aim of making it even better for guests and even more efficient for customers. They really think along with you."
What do you see as the most important development in the market?
"What has become clear in recent years is that nothing is certain for long. Organizations are facing increasingly fierce competition, often from unexpected quarters. This is forcing companies to adapt their business models. Naturally, this has a major impact on the employees of these companies. Together, they must tackle new challenges. But this is only possible if people connect with each other, communicate, and share experiences and ideas. Events that create the right atmosphere for social interaction and knowledge sharing are therefore vitally important for organizations at this moment in time."
What are your plans for the future?
Fier & Fair is currently experiencing rapid growth. We want to become even more professional by attracting increasingly skilled specialists. And we want guests at SugarFactory to enjoy these specialists.
What you share, what you drink, with whom, and in what setting contributes to a company's identity. At SugarFactory, which exudes purity and honesty, this works in a complementary way."
Want to know more about Fier & Fair? Visit the website
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