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.

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

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.

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.

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.

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.

19 years old already!

In fact, this collaboration is the result of a relationship initiated in September 2004 at the SANA organic fair in Bologna (Emilia Romagna).

Thanks to it, I have introduced there many organic products in Italy..

Essentially, bread products, milk and nut derivatives, gluten-free pasta with legumes (and yes, French pasta in Italy!), protein vegetable preparations, etc…

Already schedules in 2023: launch of 12 new SKUs and …

The introduction of 12 new products will be done in two waves, in January and September.

January sales indicate that the 6 new products for January are already a huge success.

… breaking into 2 new markets !

The launchings within these 2 new networks; pharmacies and para-pharmacies/herbalists on one hand; and the Retail Trade on the other will will be also planned in two strokes.

From the 1st quarter for the supermarkets trade; using a dedicated brand of course.

From May for pharmacies exhibiting with our distributor at the Cosmofarma trade show (05-07/05, Bologna).

25 kg devoured per person per year (Vs 8 kg for the French)This is why they are readily considered experts in the field.

This Provençal SME is proud to have made Italy its main export market.

This success is mainly due to the innovative manufacturing technology

This Pulse pasta could not be processed so well on standard wheat pasta production lines.

For the simple reason that legume flours have different physico-chemical characteristics.

These Legumes Fusilli can be eaten al dente!

Versus the usual dish close to the very common porridge for this type of pasta.

A specifically developed process, gentle and at low temperature, without industrial additives, respecting the nutritional qualities of the raw materials!

French organic gluten-free pasta in Denmark with Denan & Associés

With 14% (2020), the organic market share is the highest in the world
A small country of nearly 6 million inhabitants but a large organic country; even in the midst of the current economic turmoil.

So, a market to pamper beyond its quantitative volume, for its qualitative potential.

Hegemonic domination of the GMS

In fact, there are hardly any organic shops in Denmark.

With 29% organic market share in 2018, Salling Group and its leading brand, the discounter Netto (more than 500 stores, 17% organic market share) dominate organic distribution alongside Rema 1000 (Reitan group, 326 POS), and SuperBrugsen (234 POS) from Coop Danmark.

Private labeling, the passport to access this very difficult and expensive supermarket to manage from France

This is why the strategic choice of Denan & Associés is to enter into partnerships with local organic cross-brands; provided that they are implemented in all of these brands.

The example here is a private label range

4 gluten-free pasta intended for packaged retail sale;
1 paste for the bulk market; retail, and restoration,
the 5 are also present on the partner’s e-commerce platform.

Celeiro is 50 Organic Specialized Stores constituting the first Portuguese organic store brand. Compared to France, this is the equivalent of a chain of 300 outlets ! …

Portugal, a neglected market

Should we ignore this market, just because it is a small country (10.3M inhabitants), whose minimum wage is only €822; and who would have very different consumption habits from ours?

On the contrary, it offers interesting outlets for French organics.