Can you tell us a bit about yourself: who are you, where do you come from, what do you do?

I’m Christelle Le Hir, and I’ve been Chairwoman of the Board at La Vie Claire since 2022 and, since March 2024, Chairwoman of Synadis Bio. I am also vice-chair of Natexbio. I have substantial career experience spreading from the food industry, for example at Mondelez and Anheuser Busch, to the specialist retail expertise that I acquired at Grand Frais Épicerie.

I have a keen interest in food and cooking in general, and I strongly believe in the benefits of organic food for personal health and the environment.

I am committed to promoting responsible consumption by widely developing access to good, straightforward organic products with an authentic taste.

The future is starting to look a little brighter for the organic sector. What does the situation look from your perspective?

Following a few years that have been difficult due to inflation and shop closures, the organic market is showing encouraging signs of an upturn. In specialist retail, sales by value have grown by 7% since the start of 2024. This momentum can be attributed to the collective mobilisation of the organic sector, and I’m pleased to see that La Vie Claire is an active contributor to this movement.  

We focus on three main topics:

• Taste: our consumers expect tasty and high-quality organic products that stand out from the rest of the market.
• Affordability: with our ‘Organic Deals’ range and reinforced partnerships with local producers, we are working to make organic food affordable, even when the times are tough economically.
• Education: telling people about health benefits, traceability and organic values remains essential to increase consumer trust and encourage more informed consumption.

What are Synadis bio plans to support the sector?

As Chairwoman of Synadis Bio and vice-chair of Agence Bio, I am particularly keen to bring specialist retailers together around beneficial projects, working closely across the entire sector.

Synadis Bio is pursuing several projects to support the sector and increase the importance of organic in French consumer habits. Firstly, we want to make organic products unavoidable in the specialist retail landscape, by both working on its appeal and informing people about its benefits.

Next, we are continuing to develop advocacy to ensure compliance with the targets sets by the Egalim Act, and most notably that 20% of collective catering is sourced from the organic channel.

Finally, we are stepping up our presence in the sector’s strategic bodies. For example, we will be exhibiting at the Paris International Agricultural Show to illustrate our central role. Synadis has a clear vocation: to speak up for the organic sector towards decision makers, and play an educational role towards consumers and industry stakeholders.

The solidarity demonstrated during the crisis is our strength. By working hand in hand with the organic sector’s players, we are building a more resilient and promising future for the sector.

What are you expecting from the next edition of Natexpo in 2025?

Natexpo is the unavoidable event for the organic sector. It’s an event that will continue to extend its reach: the move back to the Porte de Versailles will in my opinion offer a chance to continue:

• reinforcing ties between the sector’s stakeholders, whether they be producers, retailers or manufacturers.
• sharing best practices to meet consumer expectations.
• shining a light on inspirational innovations, such as with emerging brands and innovative products that give fresh impetus to the organic sector.

It’s also a key occasion where we can reassert our shared commitment to making organic a driver of the ecological and food transition.

What’s your everyday organic reflex?

My everyday organic reflex is to consume La Vie Claire-branded products every day.

I place particular focus on our seasonal fruit and vegetables, and I can’t get by without our fitness bread – it’s absolutely delicious!

These products are a perfect embodiment of our commitments: taste, quality and care for the environment!