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.

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.

After Benelux and Scandinavia, Switzerland voted for the Bleu Blanc Cœur certified pigeons from Poitou

The importer which listed it serves 80 wholesalers in the 26 cantons, including the starred restaurant of the proud Geneva!

The Pigeons from Poitou kicks put its rivals from large general poultry groups.

David defeats Goliath with a tasty knockout!

Export, a lifeline for this sector in the way for organic certification

The Bleu Blanc Cœur young pigeon breeding sector would not have survived without the persistence and determination of this Poitevine SME.

These new export outlets partly offset the collapse of the catering markets in Europe.

From extraction salt considered as a mining product to certified organic natural sea salt

If the raw sea salt from Ile de Ré is not yet certified organic – it will be in 2022 – its flavored by-products are.

An innovative organic range of lemon sea salts

Once again, innovation in the service of flavors makes the difference.

This unique range has seduced by its originality and extreme refinement.

Or how to eventize a department without surprises

It illuminates this rather gloomy and monotonous shelf.

When Organic Food is Beautiful & Tasty, it is often made in France!

A sign of the times, for this niche product, the pigeon, this major distributor favors quality over price.

15 months ago, at the time of the first contact, it was not in the mood to take off this “small” product from his generalist poultry supplier and hand it over to a specialist.

What made him change his mind? Undoubtedly an awareness that he had time to mature during these months of almost shutting down his activity as a wholesaler in the restaurant business.

Bleu Blanc Cœur super label has no equivalent

The pigeons are fed on seeds (flax, lupine, faba bean …) and plants (grass, alfalfa …) which are excellent for their health and for the environment.

Flax, which is very rich in Omega 3, is a natural plant that needs no irrigation, almost no input and which retains greenhouse gases well.

Thanks to this diet, the flesh of the youngsters is tasty, tender, juicy and of great nutritional quality.

The most compétitive market in Europe

By far the most important in volume and served by very efficient wholesalers and distribution; it offers quantitative opportunities which attract the most competitive manufacturers.

This is why it is the most difficult European organic market to break into, and sustain, for a French SME.

The Organic and Good French food is laboriously “bankable” there !

The French organic know-how, a priority given to flavors and noble ingredients, does not compensate for its high pricing facing of the german taste relative rusticity and its ultra-competitive prices.

So, The French organic pasta brand will find its place, but not in German supermarkets

With this extension, the French organic gluten-free pasta brand will have 13 SKUs in the Reformhaus.

This success is due to the responsiveness and innovative capacity of the SME.

Indeed, the 3 new varieties fill market niches neglected by big-biofabs.

Innovation can beat the nationalism

And our Italian friends are not exempt from it, expert talking 😉! Why do these experts favor the Gluten-Free Pasta of this French manufacturer?

The only Legumes Pastas you can eat al dente

Thanks to an engineering and innovative production process; these Legume Pastas are the only ones resistant to cooking without crumbling.

As such, in 2016, at the Bio SANA trade fair in Bologna, they obtained the 1st prize in their category, awarded by a jury of experts.

Following organic outlets, mains stream supermarkets with a leading organic private label.

With this branding leader in supermarkets, it is all Italians who will cook organic French pasta. But hush, it’s a secret, let’s not unnecessarily tickle their susceptibility!

Exporting innovative organic products

Once again, qualitative innovation was able to force open the doors of a mass market segment deemed forbidden to an SME

A handicap at the start

It is a fact that production costs and the french eco-system weigh heavily on the competitiveness of the French organic SME, much more than among its European neighbors.
If it remains competitive, even in a hyper-battled environment, it is thanks to the raw materials used – from exceptional agricultural sectors – for the organoleptic and taste excellence of its products.
By virtue of the principle borrows from the French gastronomic tradition that there are no good products without the best ingredient ingredients.

Proof by private label

The proof is its ability to meet the extreme requirements of European supermarkets in terms of specifications and prices

In spite of the more than critical situation which is that of the European food service;…

…; 55 cash leader in the Netherlands and Belgium adopts the Pigeonneaux Bleu Blanc Cœur; soon the very first to obtain an organic certification.

The sign of a significant premium to unparalleled quality, the result of hyper specialization.

In a market dominated by poultry generalist groups ; it is a regional SME offering hyper differentiated products which wins the market.