admin June 25, 2018

In a world perceived as potentially toxic, stressful, even precarious and individualistic, the quest for meaning has never been greater. However, the act of purchasing proves to be one of the best ways to make a difference and save this endangered world: 71,5% of French people feel concerned about responsible consumption.[1].

While 75% of Millennials believe that brands are so meaningless that they will disappear[2], organic, carries the promise of health and meaning: ethics and environmental preservation.

But this is no longer enough to meet the expectations of 'consumer-actors'. We must go beyond the organic label or certification to demonstrate a personalized commitment.

From sourcing to the production process, from zero waste to recyclable packaging, every box must be ticked. And even national brands are committing to greater awareness and eco-friendly processes:

  • Franprix created the Noé concept, with a manifesto and commitment to responsible consumption, and above all 65% organic products and 100% organic vegetables and fruits.
  • Danone reinvented itself in organic farming in 2018 (30 new products) and committed to regenerative agriculture.

The labels are also being redesigned to clarify the commitment and avoid confusion: among others, Cosmos with harmonization at the European level, but also the visibility of the Demeter label, guaranteeing biodynamic agriculture.

The ideal to achieve: not only 100% natural/organic, but also commitment across the board.

PROOF IN PRODUCTS

Food :

  • Ethical eggs from non-slaughtered hens, by Poulehouse 
  • Muesli with biodynamically grown and Demeter-certified fruit, by Celnat SA 
  • Mirabelle plum yogurt from a farm in conversion, by Invitation à la Ferme
  • Agave Syrup with Chlorophyll, extracted from the agave leaf, usually discarded, by Naturgie

Dietary products :

  • Cereal Bar with Ends strawberries made in Normandy and packaged in recyclable, resealable and connected Kraft packaging by Nomen'K

Food complements :

  • Organic, good, responsible French honey: made according to consumer specifications, sold at a fair price and associated bee protection fund, by C'est Qui Le Patron
  • Raw Aloe vera pulp Pur'Aloé, extracted manually, cultivated near the extraction room, by Cieldazurlabs 

Cosmetics :

  • 100% natural moisturizing oil, with 98% organic ingredients, by Qäqyp / Perfrance, the first French brand to be Demeter certified 
  • Day cream without added water or beeswax by Cieldazurlabs
  • Zero waste body lotion with returnable glass bottle, refillable and reusable for life, by Cozie 

[1] CERDD and Greenflex, 2017

[2] Kantar Media and Kantar Millward Brown (multi-country study 2016-2017)