Wessanen has rebranded as Ecotone, effective from today, and has committed to providing ‘food for biodiversity’ by further prioritising vegetarian and organic products.
The company – which owns food and beverage brands such as Kallø, Bjorg, Clipper Teas and more – has relocated its headquarters to Lyon, France, and has stated that it “will become a mission-driven company according to French law”.
Ecotone states that it prioritised the sale of organic and vegetarian products over 30 years as Wessanen, and this rebrand seeks to further this work as a means to protect biodiversity.
A statement from the company states that the current industrial agriculture and food systems degrade the environment and soil, and that vegetarian and organic foods are the “two main pillars and effective alternatives to intensive agriculture and livestock that threaten biodiversity.”
As part of the rebrand and heightened focus on biodiversity, the company has made a number of pledges. By 2030, Ecotone states that it will further grow the share of its turnover of organic products to 90% and of vegetarian products to 95%, stating that vegetarian and organic products are essential to preserving biodiversity.
Ecotone asserts that it will also defy food standardisation and guarantees that two-thirds of its products will not be based on “over-consumed global commodities” – referring to wheat, rice, corn, soybeans, palm oil – in order to encourage diversified diets that are respectful of biodiversity.
The company also claims that it will aim to triple the volume of strategic raw materials grown using agricultural practices which exceed organic specifications in order to increase biodiversity, such as agri-ecological practices, undercover, long crop rotation practices.
Christophe Barnouin, CEO Ecotone said: “For more than 30 years we have chosen organic and vegetarian food as our main pillars.
“Becoming Ecotone gives us the opportunity to further strengthen the focus on our mission “Food for biodiversity” and make it a visible commitment every day.”
© FoodBev Media Ltd 2021
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