Celebrated on October 16, on the eve of the ADIR general assembly in Stella Matutina, the 15th anniversary of Nou la fé offers a new opportunity to affirm the ambition of the collective brand created in 2009 to embody the responsible commitment of local companies serving the region. Guest of this birthday, the former general director of Product in Brittany, Malo Bouëssel du Bourg, shared the experience at this level of the Breton brand, often cited as an example, whose perimeter is much wider than that of Nou la fé.
New Nou la fé signage has appeared on supermarket shelves for several weeks : it will now be permanent in partner stores. This advance in continuous marking of local products, became effective during the communication campaign for the 15th anniversary of Nou la fé from October 1 to November 3, sets a new milestone in the development of the collective brand. A development to which “inspiring” exchanges, to use the expression of those responsible for Nou la fé, with Malo Bouëssel du Bourg, general manager for 15 years, and just retired, of the association Product in Brittany, showed new perspectives. Produced in Brittany is the main French example of the success of a regional brand. The discussions focused in particular on the opening from the outset of Produits en Bretagne, beyond the industry, to service activities (transport companies, temp agencies, banks, etc.), to culture, to tourism, to mass distribution itself which, in Brittany, contributed to the creation of the brand in 1993. A vast field of reflection on a possible evolution of Nou la fé in this direction.
Let's celebrate in 2024
However, the primary objective of Nou la fé remains to promote the offer of locally produced food and non-food products and the associated know-how, on which almost 10,000 jobs depend directly and indirectly. In 2024, 52 companies, 120 brands and more than 5,000 references are stamped Nou la fé. According to the annual notoriety barometer of the collective brand, today it is known to nine out of ten Reunion Islanders, and 59% say they are influenced by it when making a purchase, a strong influence for 31% of them. Another reason for satisfaction : Nou la fé is considered a guarantee of quality by 76% of Reunion Islanders. The non-food offer, which today represents half of the beneficiaries, anchors Nou la fé as a short circuit B to B label.
A territorial label
The collective brand began a profound transformation two years ago. If the local production criterion, attested by a value added rate of at least 20%, remains the basis of the attribution, Nou la fé today means much more. More demanding award conditions sweep away economic aspects, commercial, environmental and societal aspects of the company’s activity. Thirty criteria at least, including 24 mandatory, are to be satisfied. Award and renewal audits are entrusted to an independent body. The 52 awarded companies have already or will retake the exam. The brand takes on the dimension of a label testifying to the impact of these companies on the territory. Finally, the promoters of Nou la fé remind us that it is a unifying brand of Reunion production in all its forms, agricole, artisanal and industrial. It is not reserved for ADIR members. It is even accessible to products from national and international brands manufactured locally.. For Jean Larrègle, its coordinator, “Nou la fé is much more than a geographical identification mark, it is a symbol of economic performance, of social anchoring and consideration of environmental issues. Through its values and societal commitments, it is the reflection of today’s Réunion : unifying, modern, open to the world and focused on the future. »
