TRACEABILITY OF OUR BRANDS
We select only the most reliable suppliers and those who allow us to limit the impact of our activities on the environment. We prefer suppliers who have policies of social responsibility and an environmentally friendly approach, but most importantly, we have suppliers who believe in our philosophy of providing better and healthier food to more and more people around the world. We want to contribute to the development of wellness in Morocco by importing organic products that have added value for the Moroccan consumer.
NATURAL PRODUCTS VS. ORGANIC PRODUCTS
Informed consumers choose products that correspond to their personal values. Different people see the terms “Natural” and “organic” with a different notion in mind. Some may see environmental benefits, some may see personal benefits, while others may see social benefits. Often, there is a strong connection between a brand’s story and a consumer’s personal connection to that brand. Smart brands know how to create a strong link between their stories and the needs and desires of consumers. It is therefore imperative for brands to take care and control of their messages, instead of letting others define them.
From the perspective of the Moroccan consumer, the difference between natural and organic products is not always obvious. Typically, this distinction lies in the ingredients and the chain of custody between the source and the manufacturer of the product. An informed customer knows what to expect, especially if they are buying from a retailer with similar values, such as a Moroccan artisan or local produce store, or from a natural products store or herbalist shop. However, brands would be wise to make the social, environmental and personal benefits of organic products as clear as possible to consumers.
For natural and organic brands that are still struggling to get their message across or decide which stories are most compelling, now is the time to start connecting on a personal level with your audience! The perfect place to tell these stories is on your packaging, using language and visuals true to your brand. This way, it will help you stand out from your competitors and resonate with your audience.
Consumers are primarily concerned with product quality. However, a consumer looking for products with natural ingredients does not necessarily expect them to be more effective than a conventional alternative. They are looking for benefits that do not endanger the earth, animals or people. Natural brands are the best for you. It’s your main duty to convey that story in an authentic and unique way.
STAND OUT FROM OTHER NATURAL BRANDS
Brands can brag about claiming anything they want; that said, there’s nothing more convincing than a third-party endorsement. Many retailers look for approved products as part of their qualification process to include in their store. In fact, some retailers expect certifications to eventually become standard procedure in the natural segment.
We support organic brands to seek out the highest level of third-party approvals that is possible and proclaim them directly on their packaging. While there is no standard model for “natural,” many brands seek certification for organic and other sustainable practices. Keep in mind that certifications can be great, but they serve primarily as assurances. They are rarely the full story of a brand.
SEEK PERSONAL CONNECTIONS WITH CONSUMERS
For a consumer choosing between one natural product in Morocco and another, it can often feel like each product is boasting, “Pick me, I’m the fairest of them all!” Rather than engaging in a competition with your rivalry companies, you (our current or potential suppliers) should focus on appealing to consumers.
More and more consumers are now aware and concerned about social and environmental issues. Many would buy more sustainable products if it connected them to a community of peers with shared values. These emotional connections will help turn a consumer into a brand champion.
The most compelling brand stories often have one or more people behind the brand (if not in the name itself). We’ve found that brands have an easier time connecting with consumers if they are able to convey something about the people behind the brand. In other words, people believe in people rather than companies.