Marques, distributors and labels are now addressing the new ambitions of organic which meet the expectations of social responsibility.
The leader in specialized organic distribution, Biocoop, emphasizes its structuring values, its activism and aims for 30% turnover with fair trade by 2025. Carrefour now applies blockchain to its own-brand organic products to guarantee full traceability (a QR code traces the journey of each batch). With his new manifesto, Cosmébio now offers a more global approach to cosmetics, a commitment that includes packaging with, in the future, adaptation of the CSR framework. The craze for local is another trend that is becoming increasingly important. Regional preference, militant act or guarantee of quality, buying as close as possible to producers is an approach supported by consumers.
The bio, first in food sovereignty
Food security becomes essential. It breathes new life into the local area, as a shield against rising raw material costs and shortages. From now on, 77% of consumers prefer a local product to an organic product (IRI study 2021). While the European Union has just authorized the cultivation of fallow land to compensate for the future drop in global cereal production, you should know that this year 2022 marks a historic milestone for organic in France. Organic food achieves food self-sufficiency in wheat for the first time : 100% of organic wheat consumed in France is French. Just like milk, eggs and meat. Growing organic and manufacturing locally no longer appears only as an act of resistance, but as a promise of resilience, both ecological and economical. It is, for organic brands, be able to offer more than one product at a certain price, a product based on values : water quality, from the ground, air, but also the quality of life of the farmer and the consumer on a territory that is more regional than national.
Pedagogy at the service of organics and ecology
Spread organics to as many people as possible to motivate everyone on the path to ecological transition : this is the new organic pedagogy. Organic brands are now focusing on universal care for the whole family rather than hyper-segmentation. Fun offers, sober and practical, introduces the little ones to zero plastic and less waste. For parents, bulk systems are becoming more widespread by streamlining all the stages of this new mode of supply. On their side, merchants facilitate access to products in all circumstances by switching to the service era 2.0, like the New Robinsons which offer in click & collect their entire catalog in 14 of the 20 stores in the network. The online organic store La Fourche strengthens itself by integrating the Aurore Market online grocery store. The two traders, based on a membership system, will thus provide access to a catalog of 4,100 products (2,500 for Aurore Market), including around a hundred co-created products. Au menu, 100% products of French origin, zero waste delivery in big cities and suburbs (on 40% of the territory in 2022 and 80% in 2023), an anti-gasping ray, a deposit system for glass in Île-de-France…
