After local production, the collective brand Nou La Fé broadens its scope to service companies. A development that responds to the desire to support local employment and the local economy, facing external service companies increasingly present on the Reunion market.
The Nou La Fé brand was born in 2009 at the initiative of Adir to allow consumers to easily distinguish products made on the island from imported products.. In fifteen years, it has become an essential landmark for the people of Reunion Island, as well as a symbol of pride and commitment to the local economy. According to the latest annual brand awareness survey, the label is known to 9 out of 10 Reunion Islanders, it influences the purchasing decision for 6 out of 10 of them. A new milestone is reached in 2025 with the opening of the umbrella brand to service companies. A natural evolution deemed necessary, because the service sectors, them too, are subject to strong competition from metropolitan companies attracted by the economic activity of the island, which remains stronger than that of the metropolis. Design offices, digital service companies, de communication, advice, engineering, training, customer relations, accounting experts, auditors : many services can in fact be outsourced outside the territory, endangering local employment and know-how. The first candidate service companies belong to these sectors of activity. They have been audited since the beginning of December. Nou La Fé Service could be extended in the future to other tertiary sectors, like culture or hospitality. Reflection on extending the péi label to services began several years ago. It was inspired in particular by the example of the Product in Brittany brand.,which since its origin has encompassed service activities.
Services also want to stand out
The conditions for granting the Nou La Fé brand to local products have been strengthened in 2022. Candidate companies must meet 72% of 42 criteria, including 24 mandatory criteria and 6 complementary. It is now an independent firm which is responsible for the audits. Obeying the same principle of a base of mandatory criteria, the award conditions have been adapted to service companies. Most of the requirements guarantee their local anchoring, an asset to also be highlighted in calls for tenders from public and private clients. Head office located in Reunion. Up to date tax and social contributions (supporting certificates). Services carried out in Reunion. 80% minimum of staff located on the island. Minimum 40% of turnover dedicated to local payroll (excluding managers). Subcontracting limited to a maximum of 20% of turnover (excluding managers). To this base are added the obligatory and complementary criteria, in order to guarantee the quality, transparency and environmental and societal commitment of labeled companies.
An evolution supported by the public
Before getting started, Adir wanted to know what the people of Reunion thought about it. According to the study carried out by the Pigé Institute ! in July 2025, 83% of Reunion Islanders think that Nou La Fé should also apply to service companies employing locally. For professional training companies (68 %), for cleaning (62 %), advertising (62 %), recruitment (60 %) and legal and accounting activities (47 %). Personal services side, membership is massive : 90% favor a label that would even include large-scale food distribution and tourist accommodation ; 88 %, personal services ; 87 %, leisure and 83% well-being. “With this development, Nou La Fé now values all companies that choose to employ, to train and innovate in Reunion, whether they produce goods or provide services. It is a strong signal sent to the territory : every euro spent with a certified actor is a euro invested in the Reunion economy”, explains Thierry Reydellet, secretary general of Adir.
