David joined the Ecotone Group in 2016 as Director of International Markets and joined Biogran Spain in 2020. For the last two years he has been focused on continuing to defend the essence of the sector and working towards an exciting future, full of challenges. He has a long career in the food sector, having developed most of his career at Twinings Ovaltine-ABF, where he managed, as Director of International Business Development, teams from different countries, such as the United Kingdom and Brazil. .
How did you start in the organic world?
I joined the European Ecotone Group 7 years ago, first in the United Kingdom and then landed in Spain, at Biogran, a leader in organic food in the country.
Can you tell us a little about the history of your company?
Biogran is a Spanish B Corp company, one of the best certified companies FOR the World, a pioneer in the organic sector with more than 40 years of experience. Biogran was born in 1982 dedicated to the manufacture and distribution of BIO food and food supplements. Our mission has always been caring for people and respect for the environment, through the production of quality organic products, always respecting biodiversity. of the planet. Today, we are part of Ecotone, a leading European organic food company.
What do you think are the biggest opportunities facing the organic sector?
In Spain, the Bio sector still represents 2% of Mass Consumption, far from the 5% of France or Germany. We believe that the course of the organic sector in our country still has a lot of potential. For our part, we have a key task that is to continue democratizing organic food, and making it available to any home.
And what do you think are the biggest challenges?
The recent rise in raw materials and energy is something that the entire food sector is having to address.
At Biogran we are prepared to cover price increases to the maximum, always thinking not to cross lines for the consumer, which will be difficult. We have to continue betting on our brands, Ecocesta, El Granero and all the brands we represent, which today still have the key role of democratizing organic.
What do you think can be done to educate consumers about the importance of going green?
For our part, we try to really explain what it means to be BIO from the communication channels that we have direct to the consumer, Social Networks, Media, through our packaging and products, and above all also hand in hand with our customers.
What role should small and medium-sized companies play in the development of ecological products?
Continue supporting the sector not only at the level of product innovation, but also, each from their position at the level of prescription: what it means to be BIO, to be sustainable, what is the origin of our products or even what the Fair Trade seal entails .
How do you see the evolution of your business channel (Horeca, retail etc) post-COVID?
During the Pandemic, in 2020, many consumers approached the Bio linear both in the Modern Channel and in the specialized Channel, and the big winner was Ecommerce with double-digit growth. In 2023 we have to continue supporting the specialist channel, the backbone of the bio sector and we also have to continue offering our products, so that consumers find them in more and more stores, in the Mass Consumption Channel.
Do you have plans, news, news that you want us to tell?
Biogran has been committed to innovation for 40 years, in the last quarter of 2022 we have launched our own Kombucha Range with our Cupper Brand of Organic and Fair Trade Teas. Also from the hand of our brand Whole Earth, a revolutionary EASY SERVE format of Peanut Butter, Ecocesta’s 0% Sugar Vegetable Drink.
From The Barn. In 2023, we will continue to bet on innovation through, among others, Ecocesta Oat Vanilla Vegetable Drink, Ecocesta EXTRA FINE Pancakes, or the Delicious Range of Cupper Super Greens (Immune and Energy).
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