Past...

After the war, as big farms and lots of chemicals became common, some folks in France started pushing for organic food. Back in 1964, Nature & Progrès came up with one of the first sets of organic rules. But the whole thing was pretty small, mostly just co-ops and people who were already into that kind of thing. Things really got moving in the '80s and '90s. France made its own organic label, AB, in '85, and then Europe made some rules in '91. That’s when organic food started to get respect and really take off.

And today

Okay, so where are we now? Organic food is kind of a big deal. In France alone, it's a $17 billion thing—one of the biggest in Europe! About 10% of farmland in France is now organic. Not bad, huh?

The European Union wants to get that number up to 25% across the EU by 2030. So, politicians are keeping their eyes on this. Things haven't been totally smooth, though. After a boom in the early 2020s, inflation hit, and many folks went back to cheaper, regular food. Some farmers even gave up being organic because it was too hard.

But here's the cool part: things are bouncing back! People trust organic food, so sales are up and organic shops are doing well again.

Why Organic Food Industry ?

Values that matter

We picked the organic biz to study cause it mirrors what we think is important: staying healthy, caring for our planet, and shopping smart.The organic market isn't just some fad; it's a real shift in how people see food and commerce. As folks prepping to be marketers and biz creators, it's cool to see ethics and making dough team up in this growing area. France is a great spot to check this out. It's a leader in Europe for organic retail, and it's made a solid vibe around green living and honest production. To get a better handle on how the organic market runs, we zoomed in on four main brands: Naturalia, BioMonde, Biocoop, and La Vie Claire. They all have their own thing going on:

Naturalia is known for its hip, city style and green image.
BioMonde is a bunch of stores that dig independence and community.
Biocoop pushes teamwork, fairness, and honesty all through its network.
La Vie Claire is a trailblazer that mixes old-school charm with being the real deal.

Positionning Map

Because brands can move the world, our work aligns with the UN Sustainable Development Goals:

SDG 2 (Zero Hunger), SDG 3 (Good Health & Well-Being), SDG 8 (Decent Work & Economic Growth), SDG 12 (Responsible Consumption & Production), and SDG 13 (Climate Action) are more than icons. They’re the heart of what organic food stands for.

So here’s to the farmers, to the conscious shoppers, to the brands that choose transparency, and to every small step that keeps our food a little clearer, a little fairer, and a little kinder to the planet.

--Nina Fleur · Malo Tournebize · Ouming Xu · Kaviya Kirubakaran (SKEMA IMBD)