Euro-Nat: Partnering Bolivian quinoa for 20 years

Posted - February 11, 2010

Euro-Nat: Partnering Bolivian quinoa for 20 years

By Angela Mallaroni

In 1988, entrepreneur Didier Perreol, discovered quinoa at a casual encounter during an exhibition in Geneva. He was looking for a unique cereal product to stand out from his 75 product line his firm Euro-Nat had recently introduced to natural health food stores in France.

Impressed with the grain, Mr Perreol went to Bolivia to meet with ANAPQUI, the only cooperative of small quinoa producers in the country at the time. With his first 500 kg order of Royal Quinoa, Mr Perreol went back home with the commitment to introduce quinoa to France. The emblematic company brand Primeal was born, and an intensive communications campaign followed.

Primeal Royal Quinoa was a success. It was versatile, easy to prepare and mix in many recipes and inspired Mr. Perreol and others to publish quinoa cookbooks. For the next ten years Euro-Nat imported quinoa from the producers in Bolivia and the Primeal brand entered every natural health food store in France. In 2001, Euro-Nat started distribution of quinoa products to major supermarket chains under private label.

To develop a stable project with constant delivery and traceability of the best quinoa available, Mr Perreol made a further commitment: to set up shop in Bolivia itself. In 1997, he founded Jatariy, (‘stand up’ in Quechua), in Oruro, as sister company of Euro-Nat to overlook production, collection, cleaning and packaging of the grain to be exported to France.

Quinoa demand made the price soar. It increased 300% in 2008. Long-term agreements with the producers can be more complicated, as there are many new buyers. Now, consumers in Bolivia can scarcely buy quinoa, while producers sell to all foreign markets.

Quick gains led farmers to plant quinoa in fields or areas not suitable for it, while neither rotating nor properly fertilizing fields, with soil deterioration, falling quinoa quality and plummeting yields.

All products offered by Euro-Nat are organic certified. Mr Perreol is also a founding member of Bioequitable, association established in France since 2002, to promote organically raised and fair traded products independently certified.

Under this scheme, the price to quinoa producers is fixed in agreement with the communities involved, at a higher rate than the conventional market price. Euro-Nat offers additional incentives in bonuses for quinoa grown in the highlands as opposed to the flats.

In the past three years, Jatariy has been working with Vets Without Frontiers to assist farmers raising llamas and alpacas, supplementing farmers’ income. The animals provide manure for fertilizing the quinoa fields.

The company has invested in other interesting community projects. In 2006 it contributed to launching the first radio station in Uru Chipaya language, allowing citizens of the small, Bolivian town of Chipaya to listen to radio broadcasts in their native language for the first time.

Jatariy is also active in a partnership with the BOLIVIA INTI association to provide solar powered stoves and reduce use of wood as fuel; cooperation with Sumax Waksay, for a health care mobile facility; and philanthropic actions such as donations of powder milk and dried foods for public schools.

Jatariy has 37 employees, exported 1,500 tonnes of quinoa in 2009 with a total annual income of 4 million USD. Of the more than 400 products under the brand Primeal, 40 include quinoa.

Over 80 percent of the 200 quinoa producers working with Jatariy have been with the group for 12 years. In France, Euro-Nat employs 84 people and reports an annual income of 53 million euro for 2009. Euro-Nat is also a holding group that acquired the name EKIBIO last year. With a total of 175 employees the holding reported a total turnover of 65 million Euro for 2009.

As result of 20 years committed to promote quinoa , Mr Perreol has built a solid cooperation in Bolivia and France. Currently Mr Perreol and his son Olivier, as export manager, plan to increase their presence in Belgium, Switzerland, Italy, Spain, and Britain. Canada and Japan are also countries of interest.

In Bolivia, Jatariy will diversify and offer black quinoa which is rich in lithium, and red, not only the white variety of Royal Quinoa that has been the one most appreciated in the market due to its larger-sized grain. The company will focus on maca as well. Cooperation was established with the Bolivian firm Naturalcos, which produces and exports the line Maca Spirit.

Another product of interest is stevia, following the EU market and particularly France opening the door for its import. Other grains like canihua and amaranth have interest in the market, and although not as high as quinoa, they have potential as ingredients for food products. After 20 years of commitment, Mr Perreol is still impressed with quinoa the ‘Mother Grain”, the people and the land where it grows.