Innovation at Biofach 2019, the first 100% couscous with legumes available in Europe

Export the gluten-free organic to the French. It is done, these couscous mono-varietal (lentils, chickpeas) ready in 5 minutes have aroused great interest in Biofach 2019.

And besides, the first listing fells just two months later.

It is a Spanish chain of a hundred organic supermarkets that was the first to decide.

After the pasta 100% Légumineuse, this French SME knows a new success story export by innovation
Indeed, other Bio distribution networks; in Belgium, Switzerland, Denmark and Germany have announced their intentions to follow suit before spring.

With an annual expenditure of 227 € (2016), Denmark is after Switzerland (274 € / year) the 2nd per capita organic market place within Europe.

It is thus a priority market where the specialized networks are marginal and the big players the retail trade.

Because the volumes are here, the listing are very hard to get for a SME manufacturer.

  It is a Bio distributor based in Malta who first chose the French Organic Pastry for his customers sweets lovers, both retailers or ship chandlers and resellers.

Organic salt?

Salt is considered as a mineral and therefore it cannot be certified from organic farming; but a recent European rule will allow sea salts to be so, by 2021.

In the meantime, a raw sea salt accredited by Nature & Progrès mixed with organic dehydrated spices and plants is organic-certifiable; this is the case of this range which found a distributor in the Belgium-Nederland-Luxemborg area (BENELUX); an ultra-dynamic market of nearly 30 million consumers who are keen on Bio.

Why the Ile de Ré?

By its geographical configuration, its eco-system and its mode of inland harvesting sea salts; this territory is naturally protected from the risks of both terrestrial and maritime pollution (oil spills). This is why it is recognized by the certification bodies as a salt that is fully compatible with the Organic reference system.

A Bolonese Vegan Bio sauce that is “gourmet”? Only a French saucier could take up such a challenge !

Such a sauce was a product hardly expected by this Irish distributor, never done before. It’s done now.

In a while, all the main Irish retailers will stock the sauce !

it is scheduled that ultimately, nearly 1500 stores – namely Tesco (140 stores), Dunnes Stores (142stores), Musgrave Group: Centra (450stores) & Supervalu (225stores), Spar (440stores) – will display this Vegan Bolognese sauce.

To export a very exclusive product of soil in the biological networks

As everyone knows, salt is classified as a mineral product Vs an agriculture one, a,d that’s why it can receive an organic certification (*). And yet …

After audits, this salt from the Ile de Ré has been declared in accordance with Nature et Progrès specifications; then enriched with organic dried herbs, spices and citrus fruit has been awarded the Ecocert Bio certification!

(*) It will be able from 2021 following a recent evolution of the legislation

How an exclusive niche product becomes mainstream in supermarkets

Thanks to an innovative concept called “Herbal Salt”; or how to export salt by recommending to reduce its consumption!

Indeed, the basic export line is “Organic Herbal Salts – Less Salt & More Taste for Your Food”; which gives in developing “Our herbal solutions will help you decrease your salt intake while increasing the flavor of your food”.

This shift in positioning, from the terroir to nutrition and organic, allows us to reach a whole new field of consumers.

Speciality foods from the French terroir are difficult to export because it is expensive and very typical. Only a fringe of savvy consumers and fine gourmets is able to appreciate it. Those who are adapted to a healthy diet.

Once again, it is a French terroir specialty that finds itself exported “in its Bio version”. Indeed, this one is addressed to consumers privileging Quality Distinctive to quantity or price. One more proof that our terroirs have every interest to develop in this market segment that knows how to recognize its attributes of excellence.

A local partnership to access GMS
It is to the brand of the local distributor that the range is referenced by a brand with 900 PDV very invested in the Bio.

Export syrups, smoothies, lemonades, French flavored organic teas

Here, organic soft drinks come out of specialized networks for export.

Indeed, their taste and organoleptic qualities liken them rather to gourmet food.

It’s the choice of an ultra-exclusive chain of wine merchants in London

This iconic London chain has been conquered by the excellence of French organic drinks.

A 5-star launch pad for these organic soft drinks that will conquer other UK hyper-qualitative networks !

They are all here, …

The French fair trade organic chocolates (the one with the pink shelf-talkers on the picture) under the spotlight in this supermarket of New-Paltz (6,818 inhabitants at the last census) in the county of Ulster of the State of New York.

It is the store manager who took the initiative to reserve the best location of the shelf as he felt in love with the French organic fair / trade chocolate!!

Barely 1 year since the first order left in the USA

No triumphalism, everything remains to be done to conquer the 1st world market of organic food (alone greater than the entire EU market).

However, in addition to the steel motivation and unparalleled professionalism of the local importing partner; these first signs of consumer and distributor craze are really encouraging.

Two new references will enrich the range that will be presented at the NYC Fancy Food Show in late June.

After Europe, North America (Canada and USA); the Australian continent joins the club  of french organic chocolates lovers!

It is a long process that has just ended because the first tasting dates from BIOFACH 2014, on the occasion of a private buyer evening.

15,000 km for Australia, 19,000 for New Zealand. Difficult to go further, with regard to the almost perfect antipodes of France.

In organic agriculture, Australia is a champion, since it alone accounts for 39% of the planet’s organic surface

In fact a ” trompe-l’œil” value due to the gigantism of this country-continent, because only 4.2% (about 5.7% in France) of the agricultural area is organic, mainly extensive grasslands.

A hyper-concentrated retail trade

Two retailers, Woolworths and Coles account for 70 to 75% of organic sales. There are few really specialized organic stores in Australia. There are 10 Wray Organic stores, some local wholesalers with retail outlets. The health food stores – whose main brand is Go Vita (150 PDV) – with a total of 2000 PDVs are the main network selling organic food.

Smart positioning in international organic markets!

Since January 1st, 2018, the range of flavored salts of Ile de Ré is certified by ECOCERT. While the salt and the fleur de sel proper are the subject of an approval of NATURE & PROGRESS.

The Danish consumer is much more expert than the French one; he is very well informed about the origin, recipes and nutritional values ​​of his food.

In this market where competition is raging from all over the planet, the organic argument needs to be legitimized by a nutritional benefit understandable by each consumer. Namely a significant decrease in the daily salt intake.

Thus, a commonplace product, salt, conquers the market of the country where it makes the best living in the world (2017 ranking of The Social Progress Imperative by Michael E. Porter, Harvard and Scott Stern, MIT.)!

When the Danish supermarket likes, it does not count and the 500 NETTO have been able to order by truck.