Consumers are looking for naturalness both in the ingredients that make up the products and in the production and manufacturing process. French people show a real attachment to organic products, especially young people. The consumption of organic products has not stopped growing for several years.
Whether for health reasons, the quality and taste of the products, or to preserve the environment, everyone has reasons to consume organic. Do you want to take advantage of this craze to enlarge your clientele and build loyalty by proposing an organic offer, but you don’t know how to do it? Let’s take a look at organic products and their regulations!
What is an organic product?
The term “organically grown” is a quality label governed by European specifications. Within this framework, it is necessary to respect certain cultural practices for vegetable products (non-use of chemicals of synthesis and GMO, recycling of the organic matters, rotation of the cultures and the biological fight) and criteria for the breeding of animals (raw material of organic origin, respect of the animal wellbeing, soft medicines in the event of need…).
To manufacture an organic product, it is necessary to have an organic raw material but also to respect a restrictive schedule of conditions on the manufacturing process and the additives used: restricted use of additives and manufacturing aids, non-use of ionizing treatments and the use of processes that respect the ecosystem and are non-polluting.
At each stage of the product’s life (production, transformation, distribution…), the specifications of organic agriculture must be respected. All along the chain, from the producer to the distributor, the practices are regularly controlled by approved organizations, guaranteeing the consumer products of certified quality.
1. Adequacy with your company’s strategy
Collaborating with an organic products wholesaler requires a set of criteria to evaluate in order to finalize your choice. Among the most critical criteria is the coherence between your company’s strategy, in other words, the objectives you wish to achieve, and that of your distributor: are they aligned? Do the targeted customers correspond to yours? How do they communicate with their customers?
By answering these questions, you will be able to validate your choice or decide to find another distributor.
2. Placement and positioning of your product
The second criterion, as important as the previous one, is the extent to which the organic distributor you have chosen to distribute the product can position your product in the appropriate market while ensuring that it meets the standard: this matters most to your customers. Since your organic wholesaler plays a key role in positioning your product, it is important to know which product category they specialize in dietary supplements, essential oils, teas, herbal teas or baby products.
3. Market regulations
If your company cannot control its commercial policies or has no financial and/or human resources to sell its products internationally, you can choose an organic importer. However, before evaluating the importer you will work with, one important point to check is the legislation in force in the country where your product will be distributed.
Therefore, it is important to know if your organic importer meets the requirements for importing this type of product and the procedures for recognizing the equivalence of the laws and regulations of the country of origin of these products.
4. Cost of distribution
When discussing the criteria for selecting and evaluating your organic distributor, it is important to talk about costs. You should generally have a good understanding of how to calculate the distribution price. Do you have to pay a premium for your type of product? Does the price vary from customer to customer?
If you want to reduce costs and better position your products in the market, you should ask your organic distributor about its distribution channels: Is it via e-commerce? Or is it distributed through pharmacies, parapharmacies or herbalist shops? And what about supermarkets and organic or health food stores? Does it distribute through these channels?
Choosing the right distribution channel is crucial, as it will impact your sales, your production costs, and, subsequently, your business activities. Therefore, before you decide who to work with, ensure you have all the details you need to make the best choice for your budget.
5. Sales and marketing techniques
Since the distribution of your product allows you to get your product to the end consumer at the right place and time, it is necessary to ask your organic distributor for reliable data, if possible, about their technical capabilities, the number of potential customers they can generate for you, how they promote the product and how they present it, and of course, the size of their sales force and their sales skills.
The more effective the sales techniques adopted by your distributor, the more positive effect they will have on their performance, which in turn will have a positive impact on your bottom line, so this is a necessary criterion to be able to evaluate your distributor, as it is at the core of their role to ensure the better promotion of your products.
6. Services included
It is necessary to focus on the service that your organic distributor will provide so that you can confirm your cooperation with them or move to another service that best fits your strategy, budget and expected results.
Therefore, before finalizing your choice based on the above criteria, please ask your organic distributor to provide you with all the necessary information about the service: product storage, advertising, sales financing, etc.
The distribution strategy is crucial to the success of your product; when it is consistent with your target market, it will allow you to improve your positioning and help you build customer loyalty through your brand image and the services your organic distributor provides.
To make the selection task easier, it is best to first develop a rubric to identify and rank your criteria by importance and to score each criterion that each organic distributor on the core list meets. Then, assess which ones best align with your business goals.
Looking for help?
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