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Western markets and certifications

Stella Maris Institute Development and Studies. NGO. India
Published by in Moringa marketing · 10 December 2019
Indian products have all the assets necessary to seduce Western consumers in Europe and United States
Nevertheless, making a breakthrough and then establishing itself sustainably require a particular strategy and methodology.
Among the products that we know well and on which we work, in partnership with STELLA MARIS – SMIDS NGO , is in a good place the Moringa .
It is difficult to present the Moringa to Indian people, this tree being native of the Indian peninsula.
It has gradually conquered the tropical and sub tropical belt and is found today in Africa, South America and South East Asia.
Since time immemorial the Moringa is present in India in Ayurvedic Medicine but also in Siddha medicine more present in Tamil Nadu
It is therefore anchored in a tradition of naturopathy but it was also identified very early for its nutritional powers.
Here we have the first asset that appeals to the consumer, TRADITION.
Traditional practice alone would not be enough. In fact, many traditional products are made from mixtures which, at least for ingestion, worry Western minds.
The second aspect of seduction is therefore the NATURAL aspect.
Indeed, Moringa products undergo no transformation.
The leaves are dried and then pulverized to be then marketed in this form or else pressed into tablets or introduced into capsules. The latter form being the least popular because the composition of the capsules is not always transparent.
This famous moringa , first used in cooking and in human food for its nutritional qualities takes today another dimension.
In a society where malnutrition is still rampant, Moringa becomes a food supplement (and no longer a food base) for HEALTH and WELL-BEING .
On the bases of this trilogy, Tradition, Nature, Health, one would think that a highway is opened to the moringa towards a deserved but easy success.
It is not because it would lack this tripod a fourth essential base for Western consumers.
They live in an ultra secure society, protected by standards of all kinds.
They even go as far as a fairly recent intellectual construction which is called " the precautionary principle ".  
The precautionary principle is a philosophical principle which aims to put in place measures to prevent risks, when science and technical knowledge are unable to provide certainties, mainly in the field of the environment and health.    
The precautionary principle was formulated, in a sense other than scientific, for the first time in 1992 in principle 15 of the Rio Declaration :      
" Where there is a risk of serious or irreversible damage, the absence of absolute scientific certainty should not be used as a pretext for postponing the adoption of effective measures aimed at preventing environmental degradation. "  
To put it simply : " when we don't know we abstain ".   
This principle was quickly applied to the medical world
This is how drugs whose side effects are not enough known are withdrawn from the market in the name of the precautionary principle.
And it is in the name of this same principle that a consumer who considers that the composition or the traceability of a product is not clear enough will refrain from buying it.
Many products from abroad and in particular from emerging countries or less policed ​​than the United States or Europe are thus boycotted and blacklisted.
How to solve this problem ? Quite simply by certification.
In the past, at the time of the “ short circuits ”, the consumer knew the origin of the products acquired on the local markets.  Word of mouth, reputation, served as certification.
Today we buy products from the other side of the world , produced under unknown conditions with ingredients that were just as unknown. We must therefore reassure the consumer.
The official history of organic farming begins in France in 1980 with the recognition in the agricultural orientation law of an agriculture " not using synthetic chemicals",
And very quickly the French government created an organic standard sanctioned by the AB logo which consumers are used to from now on.
Private companies have arrived in this niche and today issue recognized certifications both for products grown or raised locally and for products arriving from abroad.
“ Organic ” products are increasingly present despite their higher price than traditional products.  
And well-being or comfort products, purchased by an informed and health-conscious clientele, are mainly purchased through distribution channels specializing in organic products.
Unquestionably moringa falls into this category and cannot dispense with an " organic " certification .  
It is not simply a question of writing it on the packaging (moreover it is prohibited without proof ) but it must be proven by a label, " AB " for a French product or by a certifier recognized for third countries and the list of which is given in the annex for India .  
These regulations today go beyond the framework of each country since they were drafted by the European Union in Brussels.
Any EU company which imports organic food products from third countries (from outside the EU) with a view to their release for free circulation in the European Community has the obligation to:
- Have its business checked by an approved and accredited certification body.
- Notify its biological activity to the Organic Agency.
Since 2017, all companies must be registered on the Internet in the European TRACES software to claim organic certifications.
Armed with this information and aware of the need for certification, the company will now look for the most suitable certifier.
Many are known in one or two countries. Their label will therefore not offer any security for consumers in other countries. Others have more international coverage, they should be favored
Since 2010, there has been a European organic label consisting of a green leaf with the stars of the member countries.
This therefore seems to be the right solution.
But what about India as a third country ?
Fortunately, India is in the list of 12 countries considered reliable by the European Union.
Thus a label of a company listed by the European Union will be taken into account at the time of customs clearance to allow obtaining the European label.
And according to our information, it would seem that the procedure is identical for the UNITED STATES , the USDA label being granted on the basis of the recognition of a recognized label.
In conclusion and according to the proverb “ do well and let it know ”, the success of a natural product will go internationally through a secure product label in the two main markets of Europe and North America with the USDA and EUROFEUILLE logos .  
The needs of the Western consumer for this type of product, that is to say , tradition , nature , well-being and safety will be met.
STELLA MARIS – SMIDS NGO has perfectly understood this need and is now committing all of its partners to certification to arrive with all the necessary assets on the European market
Stella Maris – SMIDS NGO gives to these products another dimension which is far from negligible for commercial success, it is solidarity. Each buyer will be certain by buying the products that this organization created around a well-known NGO, eagerly respects the rights of human beings, does not exploit, and properly paid people.
The European consumer is also keen on this, usually called “fair trade”.
Jean Marc SCOHY
CEO of Company " 100pcentbio ". France
Export consultant for STELLA MARIS – SMIDS NGO.
Kanyakumari. Tamil Nadu
Annex : list of Indian certifiers approved by the EU (2018)
IN-ORG- 001: Aditi Organic Certification Pvt., Ltd
IN-ORG- 002: APOF Organic Certification Agency (AOCA)
IN-ORG- 003: Bureau Veritas Certification India Pvt. Ltd.
IN-ORG- 004: Control Union Peru
IN-ORG- 005: Ecocert SA (India Branch Office)
IN-ORG- 006: Food CERT India Pvt.Ltd
IN-ORG- 007: IMO Control Private Limited
IN-ORG- 008: Indian Organic Certification Agency (INDOCERT)
IN-ORG- 009: ISCOP (Indian Society for Certification of Organic products)
IN-ORG- 010: Lacon Quality Certification Pvt.Ltd
IN-ORG- 011: Natural Organic Certification Association
IN-ORG- 012: OneCert Asia Agri Certification private Limited
IN-ORG- 013: SGS India Pvt. Ltd.
IN-ORG- 014: Uttaranchal State Organic Certification Agency (USOCA)
IN-ORG- 015: Vedic Organic Certification Agency
IN-ORG- 016: Rajasthan Organic Certifications Agency (ROCA)
IN-ORG- 017: Chhattisgarh Certification Society (CGCERT)
IN-ORG- 018: Tamil Nadu Organic Certification Department (TNOCD)
IN-ORG- 020: Intertek India Pvt.
IN-ORG- 021: Madhya Pradesh State Organic Certification Agency (MPSOCA)
IN-ORG- 023: Faircert Certification PVT Ltd
IN-ORG- 024: Odisha State Organic Certification Agency
IN-ORG- 025: Gujarat Organic Products Certification Agency
IN-ORG- 026: Uttar Pradesh State Organic Certification Agency
The organic label of the European Union is a quality label certifying that a marketed product complies with the European Union regulation on organic farming ] , based on the ban on synthetic fertilizers and pesticides. From 1 st July 2010 , the EU introduces a new organic logo color green called Euroleaf .          

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