A 4th SKU of Organic Provençal pasta in English and Irish supermarkets

By denan,
Pâtes Bio aux légumineuses en Angleterre

Organic pasta with legumes in England

French organic gluten-free pasta exports well to the United Kingdom.
Barely a year has passed since the introduction of a first range of French organic legume pastas.

Building on the volume of sales, this British leader in “healthy food” (1,800 points of sale over 16 countries) is expanding its range of organic gluten-free pasta made in France.

Yes, from EU and France the UK is still an exotic market

Although located within a drop distance of France, Brexit England remains a “special” European market.

Nothing is similar to the commercial codes of the European Union. From certifications and regulations to business law, including logistical and customs hassles, and invoicing outside the euro zone.

But a dynamic market with strong purchasing power and very concentrated distribution

Once the (many) technical obstacles have been overcome, it is an organic market which offers impressive turnover prospects.

The genuine Organic Provençal Ratatouille in German supermarkets

By denan,
Exporter l'agroalimentaire biologique, la Ratatouille Provençale Bio en GMS Allemande

Organic food combined with terroir. A winning recipe for export in an ultra-competitive market

It only took two batches of samples before this organic delicatessen brand, leader in Germany, approves the Ratatouille from this Provençal craft manufacturer.

Clearly a performance when we consider the quantity of ersatz competitors of this popular Mediterranean dish which floods the market, at low prices.

The German organic market – the 1st market in Europe and 2nd worldwide in volume – is clearly segmented

This is a well-known virtue of a mature market.

It offers two entrances; that of price – the lowest – and that of absolute quality – and/or value for money – the highest.

It is this ultra-qualitative segment that French agri-food SMEs must aim for, often over-quality… and always over-priced.

Export organic products to Denmark

By denan,
Exporter des produits biologiques au Danemark : exemples d'exportaion de fruits exotiques, fruits secs, et à coque, super-fruits Bio.

The 20-year-old sectors of a French exotic fruit SME are popular

No doubt that local food is desirable in terms of carbon footprint; but is not available for all organic and fair trade fruits.

Hence the richness represented by the supply channels of exotic fruits, dried fruits, and nuts, super fruits for an organic distributor.

And the difficulty for him to find a reliable partner

The challenge : to offer a triple qualitative guarantee: health, taste and sustainability.

Few suppliers offer these guarantees.

And to have guaranteed them for a very long time.

These guarantees have a price that must be accepted

The whole difficulty of export negotiations is to enhance, literally, the value of such supply chains.

In a word, sell value and not just a product whose only virtue would be the lowest price.

What is value?

What are our customers, the specialized organic stores and organic distributors promoting and what are organic consumers looking for today?

Beyond food; “external values”, externalities such as ecological, sustainable, transparency, health, energy abstinence , etc… values.

Value is the opposite of easy standardization which only focuses on the lowest possible price, to the point of completely sterilize a product.

A strategy based on low prices alone is a dead end for everyone.

High value products are complex to design, but this becomes an obstacle to market entry for competitors.

The value, the main strength of French organic food manufacturer when it comes to exportation

This is precisely the heart of the traditional know-how of French organic food makers.

They will always find customers abroad which willingness to pay will fill the “gap” which is the price of value.

Oraganic-AOP Ile de Ré sea salt now available Denmark within the food service & the retail trades

By denan,
Exportation de produits biologiques au Danemark

A Danish multi-channel distributor for organic – IGP Ile de Ré salt

Supplier of both food service & the retail trades; this partner-importer will allow Ile de Ré to be present on all Danish organic tables.

This omnipresence is necessary to ensure volumes in a small market. Denmark is a country of less than six million inhabitants.

It is nevertheless the world champion of organic food consumption with 13% market share for €2.15 billion in 2019, €1.93 billion in 2022 (1).

(1) ahead of Austria (11.3%), Switzerland (10.8%) and in sixth position, France (6%)

The challenge here, selling Value Vs the sole price to a private label

The Anglo-Saxon concenpt of “Value” (contraction of “value for money”; in other words the “quality/price ratio”) takes on its full meaning.

There are in fact many much cheaper Organic labeled sea salt, from Portugal for example.

In order to maintain its attractive power, a private label, a generic brand by definition, must promote the distinctive signs of the product it will embody. The manufacturer’s task will be to get this private label to display them.

At a time when “Organic is not enough”, the PGI takes on its full value

It is in the manufacturer’s interest to particularize this private label by providing it with its own qualitative differentiation.

Why would the distributor deprive itself of this enrichment of its brand?

On the contrary, its major concern must be to highlight all distinctive signs. And the more specific, innovative they are; the higher the obstacle for a competitor to overcome… and the less interchangeable the supplier will be.

A range of organic sea salts from the Ile de Ré in German supermarkets

By denan,
Exporter la Bio françaisesaux grandes enseigne allemandes

The German organic market a holy grail very difficult to reach

With its multiple retail trademarks and outlets selling organic products, the German market is a major goal in terms of sales.

The main obstacles, a clash of cultures

A Pan-Germanic preference, admitting no exceptions.

A predominantly discount culture – and therefore price – Vs French talent for super-quality – this subtle balance between healthy, nutritional and taste – and therefore extra cost.

A very “Saxon” hyper-rigor that is sometimes incompatible with our “Latin” culture.

However, a trend towards quality is here!

Thus, some organic importer-distributor brands have resolutely positioned themselves in a organic delicatessen niche.

Their strategy is to offer to the German supermarkets a Gourmet alternative of the “main stream” organic foods which compete with low prices for the supermarkets shelves.

Therefore high-quality organic products are sold in several thousand outlets of the main retailers.

This strategy serves as well discount brands looking for an image benefit and… a high customer base.

A positioning matching the French quality.

Go for it, these german partners are pragmatic, efficient and reliable

A range of organic dried fruits from France in a Danish supermarket

By denan,
Exportation de produits biologiques en Scandinavie

Denmark, a small country of less than six million inhabitants, is the world champion in organic food consumption.

With 13% of food consumption (out of €2.15bn in 2019, €1.93bn in 2022), ahead of Austria 11.3%, Switzerland 10.8% and in sixth place, France 6% (1 ).

Denmark is also a pioneer in organic certification. The national organic label (Økologisk, Organic in Danish) was created in 1987, two years after France.

A strategic marketplace served by a strong purchasing power and concentration of distribution.

Indeed the signs of centralized distribution, essentially the “hard discounters like Netto, concentrate more than 90% of sales.

Tough competition that promotes innovation and reassuring values such as the guarantee of sustainability of origins.

Processed products whose raw materials fluctuate from supplier to origin according to opportunism, the Danish consumer will opt for the guarantee of identifiable and sustainable fair trade supplies.

French gluten-free organic pastas in Italian supermarkets!

By denan,
Les pâtes Bio sans gluten françaises en GMS italienne !

Export French Organic know-how private labeled

The Italian N°1 multi-channel organic distributor worked out the finest design for its PL pastas dedicated to the retail market.

He selected the French pastas on a purely Qualitative basis.

No doubt about it; aren’t the Italians the undisputed masters when it comes to pastas!!

Quality resulting from an innovation

The QUALITATIVE excellence of these legume pastas does not come from nowhere. They has been crowned by an Italian jury who awarded in 2016 during the Organic fair in Bologna, SANA, with best legume paste prize!

Neither bla-bla, nor phony storytelling, but a technological step up which lead to a specific manufacturing process and line designed by this manufacturer.

In 2014, this pioneer manufacturer of Legumes gluten-free pasta created his own low-temperature/low-speed process using only indigenous flours with none of these additives necessary on the high-speed industrial lines of its competitors.

Major measurable and irrefutable USP (Unique Selling Points) for the benefits of consumers

  • An exceptional preservation of the natural nutrients and vitamins of the raw materials;
  • A pretty bright and natural color even after cooking; when all competing pastas see their colors fade into an unappetizing gray once cooked;
  • A pleasant natural taste and a unique chew, when all the other pastas with legumes fall apart when cooked like porridge;
  • To date, these legumes pastas are the only one can cook al dente; and that stay tasty hot, or cold in salads.

Exporting the French Organic Gastronomy, example in the Netherlands

By denan,
Exporter la Bio Gastronomique Française

Certainly Organic, but moreover, and above all Tasty and Gorgeous. The added values that Denan & Associés brings when negotiating export prices.

Today, organic consumers are no longer satisfied with the sole certification stamp.

They favor healthy ingredients and short recipes (the “Clean Label”), and at the same time they demand a pleasure food, full of flavors.

At the same time, the traditional “delicatessen” consumer has evolved.

Admittedly, he is looking for flavors, refinement and pleasure, but also healthy foods, rich in nutrients, carrying societal and ethical values and health claims.

Moreover, he has the willingness to pay to satisfy these multiple requirements.

These two universes of consumers are found in Bio-Plaisir.

Gone are the days of the sad organic diet, it has come to La Bio Gastronomique; it is the future of French agrifood industry

This French organic legume (pink lentils) pasta is clearly distinguished by a concern for colors, textures and flavors; unequaled to date!

This is why the Dutch No. 1 for organic products mentions it in its consumer magazine – paper and digital – with this magnificent culinary illustration.

These unique qualities are the result of extensive R&D and then an innovative manufacturing process.

Ten years after their implementation, they still constitute an obstacle for competition to enter this fast-growing market.

French gluten-free organic pastas in 732 POS in the UK

By denan,

Thanks to a listing with the “UK’s Leading Health & Wellbeing Store”

With 732 stores in the UK, almost 250 located in various European countries; and a total of 1600 in 16 countries.

A significant business challenge.

Brexit will not have got the better of this Provençal SME

The European supplier who has not tried commercial negotiation and then the establishment of a referencing with such a giant of British retail trade cannot even imagine the administrative and technical Everest that this represents.

Many thanks to our UK partner comprehensive and helpful staff

Indeed our across the channel best friends are not content to crown their king according to a medieval rite, to drive on the left, to count in Pound Sterling, to weigh in ounces, stones and pounds; 😉…

They also have their own “post Brexit” repositories in terms of referencing their suppliers, and products… which could turn out to be a little disconcerting without the kind and committed support our British customer.

The sea salt from Ile de Ré in German food service

By denan,
Exportation de produits biologiques en Allemagne

From Sept. 2023, certified Organic and IGP Ile de Ré

It is undoubtedly the most traditional and most expensive organic sea salt in the world.

In competition with other European organic sea salts, including Portuguese, it has an appeal above all in terms of origin and image.

The German Ministry of Agriculture wants to develop organic food in canteens and restaurants

On February 15, 2023, the German government adopted amendments to promote the introduction of organic products in out-of-home restaurants, such as canteens, cafeterias and restaurants.*

The amendments, approved by the cabinet, should serve as the basis for a draft ordinance on catering outside biological homes, currently being formalized. **

* & ** source: EURACTIV