Is there anything in common between pickles?, honey and herbal tea ? With a voice, Orante Garden, Honey Martine and Chic & Green respond : oui, transparency on the origins of raw materials. An indication that consumers should find on the labels of the products they purchase. Brought together by a desire to see transparency make its revolution on the shelves, the three brands are now inviting consumers to return the packs.
Everything seems to oppose them and yet, pickle, honey and herbal tea have something in common with these three brands, it’s a cause to defend : that of bringing more transparency to supermarket shelves and working together so that this transparency becomes the norm, and no longer the exception. So, today, 98% of pickles consumed in France come from abroad. Major brands widely known to the general public do not indicate the origin of their pickles because they are not required to do so by law.. However, their pickles mainly come from India or Eastern Europe – but they maintain a vagueness suggesting that their products are French, thanks to communication codes playing on “French-style” gastronomy. Nowadays, only one brand offers a 100% French pickle at an affordable price in large and medium-sized stores : the Jardin d’Orante brand. For six years now, Jardin d’Orante is relaunching the French pickle industry with its partner farmers. It is today the only brand to offer a sown pickle, harvested and bottled in France, at an affordable price and displaying the origins on all its jars. " Nevertheless, facing less transparent brands, she struggles to make her difference understood. It's time for a change ! » affirm the three brands united in the defense of the true French origin.
Authenticity guaranteed
35 tonnes of honey are imported each year into France. The labeling can often lead to confusion, notably with the indication “packaged in France”, while honey is harvested very far from France. Same with the indication “Honey from our regions” while this one comes for example from Spain ! At Miel Martine, the harvest location is indicated very precisely thanks to a QR code located on the jar label. It is thus possible to follow all the stages of production, whose authenticity is guaranteed by an independent organization.
100% French organic quality
In 2020, the French’s attraction to the infusion has surged : + 9,3% increase in sales value in mass distribution, in a market which already represented 180 million euros in 2019. More and more brands are strengthening their offering through organic references and products with supposed medicinal promises.. (Xerfi 2020 study). For more than six months, Chic & Green finds a place in the infusions section of large and medium-sized stores (Franprix, Carrefour, Monoprix) with quality organic plant blends, healthy and without any added flavor. The range of four blends of plants 100% harvested in France and from organic farming to gently sink into the arms of Morpheus (Sleep Infusion), conclude with lightness a meal that is too tasty (Infusion Digestion), strengthen your well-being (Vitality Infusion) or take care of your figure (Detox Infusion). This entire range is also based on biodegradable and compostable plastic-free packaging. (wood pulp over-packaging, cardboard box from FSC forests). But here again, no legal obligation to indicate the origin of the ingredients on this type of product.
Aline Martin, responsible for Marketing and Communication France de Reitzel
“Jardin d’Orante defends an ideal, that of a world where each product is traceable and where the origin is clearly indicated on all products. That of a world in which consumers have the opportunity to consume in full conscience. This is why we are the first brand to indicate the origin of our pickles, whether it is our Indian sector, Sri Lankan, or our French sector. The challenge of transparency, it is first of all that of the entire pickle market in France. At Jardin d’Orante, we want to indicate the origin of all our products. As long as other market players do not do the same, the French will be in the dark. This lack of knowledge, it is a glass ceiling that prevents us from entering into the consumption habits of the French who nevertheless aspire to consume locally ! We invite other market players, and the agri-food industry in general, to do like us. Goal : allow all French people to make informed choices. This is how we will be able to develop the French sector and offer even more French pickles on the shelves.. »
Michel Pikhanov, Marketing and Sales Director at Miel Martine
“Miel Martine called on the independent organization respect-code.org which guarantees the traceability of products with blockchain technology. This organization certifies the quantities of honey harvested, the place of harvest, d’extraction, potting and distribution. And recently, it is possible to even access the pollen analysis of the independent laboratory which also confirms the origin of the honey. To access this information, just scan the QR code found on the back of our jars. The consumer arrives directly on the platform also with a map where all the steps can be viewed. To recognize that it is indeed a French honey, in general, you have to look for the word “harvested in France”. It is really this only indication which proves where the honey comes from.. Information on packaging and regional mention does not guarantee which honey is French. »
Corinne Lacoste, founder of Chic des Plantes ! and Chic & Green
“To clearly differentiate ourselves from the existing offering, we chose organic – of course ! -, the push in France and plastic-free packaging, biodegradable and compostable. A unique product on the shelf. The promise of the claimed benefits of our blends is a strong commitment, this is a bias with which we wish to be very clear. When we meet a consumer need (detox, digestion, sleep, vitality), you have to explain the product to him in complete transparency. It’s a real challenge to offer a new brand on the shelves, a little more expensive than the existing one. But we are convinced that our commitments will be understood and appreciated by consumers with, we hope so, support from major brands. The first feedback is encouraging !
Orante Garden
Pickles, pickles, organic oil-free salad dressings, olive oils, etc. : with several ranges of seasonings and condiments full of originality, Jardin d’Orante has distinguished itself as a pioneer in the relocation of pickles in France since 2016. Developed with the complicity of Chef Marc Veyrat, the brand's products are linked by common values such as naturalness and the taste for good things.
www.jardindorante.fr
Honey Martine
This honey farm is based in Provence and attached to Château La Martinette which offers high quality 100% French honey., used by many star chefs, members of the Culinary College of France . All stages of production are carried out in-house. It is the first and only brand whose traceability is guaranteed by an independent organization..
www.mielmartine.fr
Chic & Green
Chic & Green is the little sister of Chic des Plantes ! Created a year ago, this unique range offers four blends of plants all grown in France, 100 % bio, without any added flavor. The project goes further with naturally ecological packaging, plastic free, biodegradable and compostable (label home compost). Infusions at affordable prices, for large and medium-sized retailers.
www.chicandgreen.fr
