Devoto Cooperative launched “healthy” food and now goes for organic

With a trajectory that has already been in the exportation of specialties such as chia, organic and conventional chickpea, organic red bean and peanut, among others, the Devoto Agricultural Cooperative of Producers and Consumers (Capyc) began to look at the domestic market with the same strategy: improve the economic, social and cultural conditions of its associated producers and offer the population food at a fair price.

With this premise as the north, the entity has just launched its own brand of “healthy” foods, to which it hopes to add a line of organic products next year.

Under the name Organicoops Healthy Eating, the cooperative in the east of the province began with the production through associated farmers, with the elaboration, with the fractionation and with the commercialization of certified foods without Tacc (gluten-free), lactose-free ( sugar present in milk) and for vegans.

The commercial offer includes presentations in packages of 400 grams of chia, beans, rice batter, chickpea and peanuts (toasted with and without salt and in caramelised), as well as rice toasts in packages of 80 grams made without lactose, which – according to its filmmakers – makes it a unique product in the country.

“The raw material originates from producers linked to the cooperative; the beans, like chia, are grown in the north of the country, the rice in Entre Ríos, and from Córdoba we source chickpea and peanuts,” said José Videla, in charge of the Capyc International Business Development Unit.

Elaboration and sale

The elaboration and fractionation is carried out in an industrial plant located in San Francisco, in a strategic alliance with Capyc, which has the certifications to guarantee traceability and seals as healthy products.

Food marketing is also supported by the cooperative movement. It began with the sale in five warehouses in the province of Buenos Aires linked to the Organization of Earth Workers Union (UTT) and its network of 200 nodes distributed in that province, in addition to some independent distributors.

“We have grown steadily since the brand was launched on the market at the beginning of the year, due to the fact that the certified product reaches a consumer price below that offered by the competition for a conventional food,” Videla said.

As part of its commercial strategy, Capyc, which is a member of the Federation of Federated Cooperatives (Fecofe), will shortly launch a kit of products called “Healthy Box without Tacc”, which also includes a high-quality dulce de leche made at the Devoto plant with HACCP certifications.

Organics targeted

The step planned for next year in terms of food provision is to incorporate the line of elaboration and fractionation of organic products into the brand. “Today we are working with a dozen producers. When we incorporate organic products, we are going to add establishments that have this certification to guarantee traceability as organic,” explained Videla.

As part of the market study carried out to launch the brand whose meaning is “Organization of Cooperatives for Healthy Food”, the cooperative assures that the market for healthy and organic products is growing worldwide. For Videla this trend not only contemplates those people who have a problem of intolerance with some foods, which is more than 10 percent of the planet’s inhabitants, but also due to a change in the cultural pattern of consumption.

As part of its policy of giving added value to primary production, Capyc has developed its first foreign trade in bags of 25 kilos of conventional and organic legumes whose shipments have arrived and are arriving in different countries of the world and from now on

“We aspire to also be able to reach abroad with our own brand, where agreements are already underway with cooperatives in Brazil and Spain,” concluded Videla.