" Let's act with determination but remember this: the day after we've won, it won't be a return to the way things were before ", this statement made by President Emmanuel Macron on March 16, 2020, still rings in my mind and in our thoughts.
The crisis we experienced highlighted our reliance on essential goods or products we didn't anticipate needing quickly.
When "producing better", "consuming better" become major issues in the food sector and emotions, pleasure, communication around products, gastronomy, and distribution need to represent "real life", it's crucial to consider Made in France.
A clear concept or an easy-to-understand label?
The "Made in France" label indicates that the last production step, such as assembly, was carried out on French soil.
To use "Origin France Guaranteed", a company must demonstrate that two cumulative criteria are met:
Less than 50% of the unit cost of the product is acquired in France, meaning that at least half of the expenditure for its manufacture pertains to the French territory: raw materials, labor, industrial premises, etc.
The second criterion mandates that the product obtains its "essential characteristics" in France, meaning that most of its transformations are carried out in the country.
I can tell you that I lost everyone just reading those two sentences.
For years, businesses benefitted from ambiguity, but that's no longer the case today as clarity becomes key in emerging from the economic crisis.
In food, certifications abound with PDO and AOC (protected and controlled designation of origin): they are granted when all production stages are completed according to recognized know-how within a specific geographical area. Among the most well-known sector labels, "Le porc français" was created by professionals to certify that the meat comes from animals bred, slaughtered, cut, and processed in France. An example followed by horticulturists with the "Fleurs de France" label in 2017.
Regional labels are added to this mix ("Produit en Bretagne", "Saveurs en'Or" for Hauts-de-France), with variable specifications that do not necessarily guarantee ingredient origins, even if the product is finalized in the relevant region. So, is it actually clearer?
A clarification that's going to take time?
It's evident that if everyone is just watching (government, consumer associations, industry federations...) but not acting, the consumer, through social media, will make their judgments, rightly or wrongly, risking halting a legitimate momentum.
Every company needs to consider the proper use of the French flag, the application of a label, or even propose one that's crystal clear and highly significant.
A phenomenon unique to big cities?
I've often heard this question... The results of our study conducted with OpinionWay show that no matter the region in France, incomes ranging from 9,000 to 60,000 euros annually feel impacted.
Yet another study with intentions, but in real life...?
You'll say "words, words, words"...
Two out of three French people declare they are willing to pay 8.10€ for a burger initially priced at 5€ if shown it's made entirely with French ingredients.
The same applies to a t-shirt priced at 27.60 € initially at 20 €.
Just intentions? 69% of surveyed companies notice an increase in their sales due to Made in France.
Is the Made in France of the 2020s the same as the 2010s?
Are businesses and consumers truly aligned?
We observe a disconnect.
Consumers see Made In France as a tool for "economic patriotism", and a means of promoting "local". This is the Made in France of the 2020s.
As for businesses, they're focused on that of the 2010s: Quality and Expertise.
The search for truth
In these times of health crisis, more and more businesses realize that highlighting the French origin of their production makes them stand out in consumers' eyes.
But consumers and journalists will be the judges of authenticity...
This phenomenon has already begun. Elise L....t, get out of this body.
We thus see that Made In France becomes a strategic and communication challenge.
