Clarisse 6th July 2026

This year, Natexpo is launching a new series of content. Its objective: to give a voice to experts in the organic sector, professionals who have been observing market developments for many years and who have valuable insights to share. This month, we are receiving theThe new presidency of La Maison de La Bio: Christelle le Hir, President of La Maison de la Bio, Christophe Barnouin, President of La Maison de la Bio et Mathieu Lancry, Vice-President of La Maison de la Bio.


Christelle le Hir, President of La Maison de la Bio.


Christophe Barnouin, President of La Maison de la Bio.

 

Newly elected to the co-presidency of La Maison de la BioWhat was the career path of Christelle Le Hir and Christophe Barnouin?

Christelle le Hir With over twenty years of experience in distribution and the agri-food sector, Christelle Le Hir is an expert in transformation and strategic development. After successfully leading the grocery division of Grand Frais for ten years, she became Chair of the Board of Directors of La Vie Claire in 2022, where she spearheaded the brand's recovery plan. Deeply committed to advocating for the sector, she has chaired Synadis Bio since 2024 and served as Vice-President of the French Agency for Organic Farming (Agence Bio) from 2023 to 2025.

Christophe Barnouin Christophe Barnouin is the Chairman and CEO of Ecotone, a pioneering mission-driven company and European leader in organic, plant-based, and fair-trade food (brands Bjorg, Clipper, Alter Eco, Bonneterre, etc.). After taking over the management of the French subsidiary in 2006, he was appointed head of the group in 2014. Under his leadership, the company refocused on organic food and plant-based alternatives, becoming the largest B Corp certified food company in Europe, with the core mission of nourishing biodiversity.

They will be supported by Mathieu Lancry, Vice-President and spokesperson on agricultural and supply chain issues.

Mathieu Lancry An organic farmer for twenty years in the Hauts-de-France region (vegetables, cereals, and sheep farming), Mathieu Lancry is deeply committed to structuring supply chains to address the challenges of health, biodiversity, and the vitality of rural areas. He is a board member of the Norabio cooperative and of FOREbio (Federation of 100% Organic Economic Organizations), which he represents within La Maison de la BioHe advocates for a positive, attractive and fair approach to organic farming, guaranteeing equitable compensation for producers.

What do you think are the biggest current challenges facing the organic sector in France?

Society has high expectations regarding health, transparency, the environment, and quality, and the organic sector must move beyond a purely defensive market approach. Together, we are developing a roadmap structured around concrete levers that aims to double consumption within 5 years, an objective enshrined in the National Strategy for Organic Agriculture (SNANC).

  • to establish sustainable organic farming in catchment areas to improve the quality of drinking water,
  • to ensure a fair distribution of CAP aid, commensurate with the share of organic farming in the French agricultural landscape and with national and European objectives,
  • to make organic products visible and accessible to the French
  • to support the development of organic farming at all stages of the supply chain because it is the best response to the public health and environmental protection challenges faced by the French, but also to the challenges of French sovereignty.

What is your vision for La Maison de la Bio within 5 or 10 years?

Christophe Barnouin Our ambition is clear: to double organic consumption in France in the next five years.

Christelle le Hir This objective is demanding, but necessary: ​​organic farming is not a niche market, it is a concrete response to citizens' expectations regarding health, water, biodiversity and sovereignty. La Maison de la Bio wants to bring together all stakeholders to scale up the industry.

What advice would you give to a brand launching today in this sustainability segment?

Christelle le Hir For me, an organic brand that comes onto the market today must both be based on a solid foundation of responsibility towards consumer health and respect for the environment and be desirable: it must embody that taking care of oneself and the planet can rhyme with pleasure!

 

Thank you Christelle le Hir, Christophe Barnouin and Mathieu Lancry.