Ecotone (formerly Wessanen) is the only B-Corp certified European food group, the leader in organic plant-based food in France, and also the parent company of brands such as Bjorg and Bonneterre, which were the group’s main communication medium in France. In a market where organic references are proliferating, between private labels and specialists, the Ecotone group wished to assert its strategic stakes as a leader in order to move from a product-brand to an umbrella-brand logic while reaffirming its commitment to the organic segment and ensuring strong visibility for the relocation of its headquarters activities in France and its name change.