David Caré has recently stepped into the role of Managing Director for France HFS and Southern Europe at Ecotone, a pioneering company committed to embedding organic food into everyday eating habits, championing the cause of “food for biodiversity.” Interestingly, Ecotone stands out as the first food company group in Europe to earn B-Corp certification, a badge of honor that reflects its dedication to sustainability and social responsibility. With a robust history in organic innovation, Ecotone operates with a mission-driven ethos, and David is eager to share his vision for the company’s direction moving forward.
Market Insights and Opportunities
In discussing his new position, David expressed excitement about the chance to unite insights and best practices from different Southern European markets while reinforcing the established strengths of Ecotone’s French operations. He sees promising opportunities for synergy that could benefit the organization as a whole.
As a trailblazer in the organic and sustainable space, Ecotone, along with its portfolio of brands, is dedicated to leaving a positive mark on both society and the environment. This commitment is reflected in its B-Corp status, which goes beyond standard certifications to highlight Ecotone’s focus on transparency and accountability regarding its global impact.
Engaging Local Markets
David took a moment to reflect on the authenticity and enduring leadership of the brands that Ecotone encompasses, mentioning names like Allos, Zonnatura, and Bonneterre. These brands are deeply rooted in their mission to foster biodiversity, consistently aligning with Ecotone’s core philosophies.
Ecotone thrives by blending time-honored pioneer brands with innovative offerings tailored to local consumer preferences. Among its well-known products are Cupper/Clipper, which attract a wider audience. David detailed the company’s approach to reach consumers who may not have yet adopted organic options, emphasizing a multi-category strategy underpinned by a strong production network specializing in tea, cereals, and dairy alternatives.
On the topic of market dynamics, David pinpointed key brands operating in specific regions, such as Biocoop in France and EcorNaturaSì in Italy, each targeting the distinct needs of local consumers. He noted a revival in the specialized organic sector, attributing its growth to local engagement and consistent messaging.
Challenges and Future Directions
Nonetheless, consumer preferences are not uniform across regions. David pointed out that both Italy and France show a more robust embrace of organic products, whereas Spain and Portugal seem less focused on local sourcing in their shopping choices. To illustrate this disparity, he mentioned that while France’s organic market has penetrated about 6%, Spain’s is lagging behind at just 1%, presenting a substantial opportunity for expansion.
To further weave organic food into the fabric of everyday culture, David advocates for improved access to organic products in public venues, bolstered by support from government policies, such as lowering VAT rates on these items. He believes these actions are crucial for minimizing price discrepancies and elevating the profile of organic foods.
A significant challenge facing the industry is the urgent decline in biodiversity, largely driven by conventional agricultural practices. David argues that a rise in organic food consumption can play a vital role in not only safeguarding but regenerating biodiversity.
Looking ahead, David underscored the importance of engaging and committing teams as a central element of Ecotone’s ongoing success. He envisions a diverse assortment of products across core categories that cater to both premium and budget-conscious markets. Strengthening partnerships and fostering collaborative efforts will be crucial, particularly in a time characterized by biodiversity loss and the impacts of climate change. David strongly believes in the vital connection between food choices and their environmental consequences, emphasizing that understanding this link is essential for the advancement of humanity as a whole.
Author: Oriol Urrutia, Co-Editor of Bio Eco Actual, utilizing natural language processing techniques.
Source: Bioecoactual