Local & organic: the new winning duo?

Author: Emilie Leconte
Published On:
September 03, 2020

Resulting from growing awareness, the desire to consume responsibly is ever present. While this has been a priority for a good number of consumers over the past years, the Covid-19 crisis has accelerated sustainable consumer trends and pushed the public to turn towards local and organic products.


A new consumer demand


Buyers can no longer be just consumers but rather players who choose to purchase based on ethical and moral values. Active player consumers act for an economy which respects the environment and take into account the interests of all parties involved (suppliers, partners, employees, consumers, general public). Buyers thus opt for more responsible consumption: environmentally friendly, with low carbon footprint, beneficial for the local economy, healthy and positive for society.

The Covid-19 crisis has accelerated this sustainable consumption pattern providing an opportunity for people to reinvent themselves and reflect on certain habits. According to a survey carried out on French people published in May 2020 [1], 7 out of 10 embrace the idea that the current health and economic crisis demonstrates that we need to change our mode of consumption and opt for more responsible products (local, organic with no packaging, etc.) and 2/3 of those surveyed choose responsible products [1], that being local products or from their region (45%) and organic products (29%).

The development of organic and local products is due to the buyers needing to be comforted in their decision to buy trustworthy products. These trends are reassuring for the consumer [2] :


As such,


  • Organic products are viewed as being better for health [3], more natural (less chemical fertilisers and pesticides, GMO free) [3], with increased traceability and quality [3];


  • Local products include fresh, flavourful and seasonal products with all their nutritional qualities. Short procurement circuits preserve our planet by limiting long distance deliveries or the refrigeration of raw materials, while boosting the local economy.

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A winning formula for stakeholders


The objective of future developments is to provide reasoned and responsible products. This organic/local combination is undoubtedly the best option to respond to this demand.


By favouring organic products with short circuits, you meet consumers demands while emphasising the work of small local producers. These particularly positive actions give meaning to the production process and contribute to implementing a CSR policy.


In addition to providing value to your offer and a storyline for your brand, these changes encourage improving the process and open access to new opportunities while resulting in innovative solutions [4].


Don’t miss our next article. We will highlight this local trend and particularly this « Made in France » trend. We would like to present you a new French-origin organic ingredients product range.


CTA - Download the communication kit on supply chain marketing

Sources :

[1]: https://maxhavelaarfrance.org/fileadmin/fairtrade/communiqu%C3%A9s/CP_Sondage-Consommation-confinement.pdf  

[2]: https://www.challenges.fr/economie/consommation/les-francais-vont-ils-consommer-plus-bio-local-responsable-apres-la-crise-du-coronavirus_707840

[3]: https://www.agrireseau.net/agriculturebiologique/Documents/Pare_Frederic.pdf         

[4]: https://www.efficienceachat.fr/la-rse-dans-les-achats-pourquoi-comment/

Herbal and Tea Industry, Food and Beverage Industry, Nutraceutical Industry

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Emilie Leconte

Emilie Leconte

Key accounts manager & product manager

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