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.
IRMA (80 stores), a premium brand very committed in the Bio
It is a beautiful Scandinavian organic PL that IRMA. Its very neat design symbolizes the rigorous selection and superior quality of the products. This is indeed the case of the French organic legumes pasta that won in Italy (!) the price of the best red lentils pasta.
IRMA belongs to the COOP group (1200 stores), owner of the first Scandinavian organic brand, ÂNGLAMARK
That’s why this PL is strategic, it’s the first step towards the COOP Scandinavian organic super brand, ÂNGLAMARK sticked in Sweden, Denmark and Norway.
Netherlands: the first 100% organic retailer puts french pasta on the front page !!
Break into foreign markets with French pastas, a real challenge!
And yet, it is a considerable success that French gluten-free pasta gather in the Dutch chain Ekoplaza (nearly 100 supermarkets); and that’s why its consumer magazine echoes it.
The unique know-how of the French gluten-free pastas
leader based in Provence
It is generally accepted that the pasta is Italian just as the watch is Swiss, … except when it comes to Organic Gluten-Free Pasta, for the manufacturing of which a specific process know-how is required iin order to achieve a taste quality comparable to standard pasta, the Al Dente effect!
Well, this French pasta, she has it! Indeed, once again it is the innovative French engineering that makes the difference and makes it possible to offset higher domestic production costs than those of our European neighbors. Not mentioning that the Dutch market-plae is a price-oriented market.
It is notorious; Switzerland passes for the country expert in chocolate. Moreover, it is an ultra-protectionist market with habits of consumption privileging the domestic. And yet; The MANOR Dpt store and its iconic Geneva outlet have also realized – thanks to the mediation of a well-respected local distributor – that French organic and fair trade chocolate had a place in its shelves by giving it five facings.
The final objective, a real challenge, to penetrate in two years the Swiss GMS with the Bio Française
After the organic pasta Bio in the Italian retail trade; The real challenge of JMD will be to introduce French organic dark chocolate into the ultra-centralized Swiss supermarkets.
Exporting French pasta to Italy is impossible. That is true; Except in the case of Bio Gluten-free legume pastas consumables Al Dente, the “Italian way” precisely; What the Italian competition does not succeed as well!
For export, process & technical innovation make the difference
In fact it is a dedicated production tool combined with an innovative process that made the difference. And now the pasta with French legumes is worth a respectable place in hundreds of Italian organic outlets.
Two new bio trade-fair chocolate bars at Ekoplaza, the leading organic supermarkets in the Netherlands
It is always a particular victory to have a French product listed in the Nederland, a market renowned for its penchant for the lowest price, sometimes to the detriment of the taste and nutritional qualities of the products. These two new bars bring to 10 the number of bars stocked in this network.
Our strengths facing the competition of organic multinationals
As always, we are facing powerful international brands, supported by significant promotion budgets and offering extended ranges. In order to win, we promote our own cocoa supply chains in Sao Tomé, Dominican Republic, Ecuador and Peru; guaranteeing a traceability, a true Trade-Fair policy and the distinctive flavors inherent to these great terroirs of chocolate.
Exporting French confectioneries as chocolates, a challenge
Difficult indeed to get foreign buyers acquainted to the chocolate the French way, strongly tasting cocoa. This is not the norm of many foreign markets that have accustomed their consumers to “chocolates” loaded with butter and sugar and therefore more flattering to the palate. Moreover, since cocoa is more expensive than sweets and fats, french prices are not the best price oriented in the marketplaces.
NATUDIS, the first distributor in Holland & Belgium chooses the French bio chocolate
Today, NATUDIS BV is No. 1 in the Netherlands:
It is at once, one of the most important European wholesalers; delivering in the Netherlands 500 independant organic outlets with 9,000 SKU’s ; But also, the franchisor of Natuurwinkel; A chain of 50 supermarkets enjoying an ultra fast development in the Netherlands.
Its subsidiary in Belgium, Hagor-Bioservice, is the main distributor of the flat country. An alliance on the scale of an ambitious export strategy for the French organic chocolate factory
In conclusion, thanks to this agreement with an international distributor, the French bio chocolaterie added one more link to its international network.
However, the partnership needs to be consolidated by commercial success before being expanded; This is the whole stakes of this test phase.
The French know how, where one does not necessarily expect it, since it is frozen pizzas baked in a wood fired ovens. Yet it is a best seller in the main Dutch organic chain (Ekoplaza 70 POS) and with independent trade.