Created by Bruno du Boisguéheneuc, Essentiels Réunion opens a new field for consulting professions : support for producers, distributors and consumers in the knowledge and use of dozens of labels and signs of promotion of all kinds.
Labels, regional brands, identification signs of quality and origin, valuable mentions, score, etc., without counting the original references meaning nothing, or even downright false : it's in dozens, even hundreds, that today there are jostling signs of promotion on the packaging on the shelves of mass distribution. What exactly do they mean ? What specifications are they based on? ? Essential issues are at stake behind this marking of agri-food products which meet consumer expectations.. Especially since new signs are constantly appearing. Reunion does not escape this questioning. Si Nous La Fé and Produits Pays are the best-known landmarks, there are many others... Should we look for the most unifying sign possible or on the contrary always specify the identification of a product more and more? ? To this basic question, we are waiting in particular, today, the Department's response through its departmental brand project...
A unique knowledge in Reunion
This is the context of Bruno du Boisguéheneuc’s original approach., with his knowledge of Reunion Island and his experience as a sales manager : among others, sales director of JIR at the end of the 80s, director of PMU agencies, notably in Reunion, and especially in recent years director of a network of Biocoop stores in mainland France. It is by taking the initiative, at Biocoop, of label training for its clients that Bruno du Boisguéheneuc measured the expectations on the subject. This type of specialty does not exist, including in mainland France, its advice offering is unique. It is based on supporting local sectors in implementing product promotion strategies and on training in labels aimed at producers’ audiences., artisans, local transformers, but also the store teams and customers. In partnership with the SmartLife marketing agency, specialized in health, nutrition and CSR, Bruno du Boisguéheneuc also plans to create a database of labels accessible via an application.
Bruno du Boisguéheneuc, agricultural development advice
“Information on the composition of food products and the organic label itself are no longer enough. Be informed about all the conditions in which a product is manufactured, the quality, but also eco-responsibility, ethics, animal welfare, etc. , This is what more and more customers are demanding. The question is to know what tools to put in place to express the thing : a sign of origin or quality, a score type note, a brand… My goal is to inform about everything that exists, to show the range of possibilities, and in particular to support producers in choosing a strategy for promoting their products. Which labels for which products ? »
To know more : essentiels.reunion@laposte.net
Frank Martin
