The collective mark for identifying local production is moving towards a territorial label dimension by strengthening its conditions of attribution and renewal. The management of Nou la fé is entrusted to a “brand secretariat” external to ADIR. An equally independent audit completes the company's self-assessment and more criteria are now taken into account.
The Nou la fé brand is evolving while remaining faithful to its initial principle : allow consumers and B to B buyers to easily identify and differentiate all products manufactured in Reunion Island from imported products. Since an activity of processing a raw raw material, local or imported, is carried out in Reunion, a company has the possibility to apply for an allocation. This is why we find alongside local brands national or international brands stamped Nou la fé, because the finished products are manufactured in Reunion, supporting local employment and economic development of the territory. Long associated with the Reunion agri-food industry, Nou la fé is now accessible to all producers who wish to claim the local manufacturing of their products, whatever their sector of activity (building materials, equipment, everyday consumer products, etc.). These fundamentals were recalled, October 20, by the team in charge, within ADIR, of the development of the brand before exposing its evolution. A development announced by a major communication campaign aimed at the general public.
What changes...
On the form, the award process becomes more rigorous and selective with the introduction of an independent audit. If the initial request does not change (including a first self-assessment of the company on the qualitative award criteria), it is now transmitted to an independent “brand secretariat”, entrusted to Olivier Jacquet, QHSE consultant. In connection with this brand secretariat, an independent audit will be carried out in the company on the basis of the elements transmitted by it. Company-funded audit. This audit will be renewed every three years to maintain the Nou la fé brand.. On the bottom, the fundamental criterion of the rate of added value (20 % au minimum) generated in Reunion does not change. On the other hand, the candidate company must now satisfy 30 qualitative criteria (economic, commercial, social, societal, environmental) : 24 mandatory criteria, common to all sectors, and six criteria depending on the company’s sector of activity. Please note that the control extends to compliance with specifications by suppliers of Reunion industrial companies requesting the collective mark..
You will see a territorial label
With the introduction of an independent audit and the strengthening of criteria, “The objective is to give Nou the fe, today a geographical brand, a land label dimension, to increase its legitimacy through greater transparency”, explained Jean Larrègle, coordinator of Nou la fé within ADIR, who recalled the value of this symbol after thirteen years of existence.
New faith, which is the subject of two reputation assessments per year, is known to 90% of Reunion Islanders and influences the purchase of 54% of them. Today it brings together 51 holding companies, more than 60 product categories, 116 brands or product lines. More than 5,000 products are stamped Nou la fé.
