David Caré is the Chief Executive Officer of Ecotone Southern Europe and France, and the Ecotone leader of organic food solutions in Europe, driving Digital Transformation and E-Commerce as the new RTM. Bringing over 20 years of international experience in leading organizations through growth and transformation, his core expertise lies in strategic growth planning, team leadership, and the development of innovative marketing strategies. He is proud to be an activist within the food industry, defending the industry’s origins and essence, but with an eye to the future.
How is organic food transforming the food industry?
Organic food is reshaping the industry by pushing it toward greater transparency, stronger commitments to biodiversity, and a more responsible use of resources. It is no longer a niche segment; it is becoming a benchmark for what “good food” should look like. Consumers expect brands to protect the planet as much as they nourish people, and organic agriculture provides a concrete, credible framework to achieve that. For companies, this transformation is both a challenge and an opportunity: we must rethink sourcing models and invest in regenerative practices. But doing so creates value that goes far beyond the product itself. Organic is helping the industry rediscover its identity and purpose.
There are big differences across countries in the EU in regards to organic food production and consumption. Why does that happen?
The differences are the result of historical, cultural, and economic factors. Some countries have developed strong organic policies and consumer education early on, creating mature markets with high trust and accessibility. Others started later or faced structural barriers. Purchasing power also plays a role: in countries where consumers feel more economic pressure, organic food, often perceived as more expensive, can struggle to gain traction. And fi nally, retail strategies vary greatly; where organic products are widely distributed and competitively priced, adoption grows faster.
“Consumers expect brands to protect the planet as much as they nourish people, and organic provides a credible framework”
Why do large gaps between production and consumption occur within the same country? I am thinking now specially in the South European countries, where you manage Ecotone activity. Is there room for improvement?
Yes, there is signifi cant room for improvement. Southern Europe has excellent conditions for organic agriculture, and as a result, these countries often produce far more organic food.
Do cultural differences between European countries infl uence consumer perceptions of organic products?
Very much so. In Northern Europe, organic food is often associated with ethical responsibility and environmental protection. In Southern Europe, food culture is deeply rooted in tradition and family heritage. In these contexts, organic certifi cation is sometimes viewed as secondary. This does not mean consumers are less conscious; they simply engage with quality in a different way. Understanding these nuances is essential for crafting communication that resonates with each region’s values.
Is the collaboration among the main players in the EU organic industry good enough? And how can it be even better?
The organic sector has a strong collaborative spirit, but we still need greater alignment if we want to accelerate the transition of the food system.
Could major European brands join forces to develop a cross-cutting campaign that highlights the value of the EU Organic Logo as the umbrella for the organic industry?
Yes. The EU Organic Logo is the offi cial symbol used on products that meet the European Union’s strict regulations for organic farming and production.
Author: Oriol Urrutia, Bio Eco Actual Co-Editor
Published in the BIOFACH 2026 Bio Eco Actual Special Edition.
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Read the BIOFACH 2026 Bio Eco Actual Special Edition
