Taste France supercharges French brands abroad

The organisation has created an innovative tool box which helps showcase French products to foreign buyers and consumers around the world

In an exclusive interview with the SIAL Daily, Frédéric Lambert, Head of the Europe and International Department – Ministry of Agriculture and Food, discusses the values and benefits of the Taste France brand.

Can you tell us a bit about the Taste France brand and its objectives?
In order to unify the many export players under the same banner for better efficiency, the French President launched a new ‘France’ brand in 2020, with a daughter brand for each of the country’s high-potential business sectors. The creation of Taste France, led by the Ministry of Agriculture and Food Sovereignty, was co-constructed with representatives of professional organisations. Taste France is now the unique brand dedicated to the international promotion of gastronomy, agri-food products and agriculture. Its vocation is to highlight French products internationally. Taste France therefore represents the main brand for foreign buyers, professionals and end consumers all over the world.

What are the values ​​carried by the Taste France brand?
It conveys the following values: excellence, responsibility, pleasure, authenticity and refinement. It reminds us that our gastronomy knows how to remain accessible by adapting to all the cuisines of the world. It conveys great know-how in agriculture, agri-food and gastronomy, the innovative strength of our companies and also the high-level requirements, in terms of safety, health controls and environmental protection.

What tools does Taste France adopt to achieve its mission?
Taste France is now a dense ecosystem, unparalleled among our competitors. It consists of a web magazines accessible on the internet or via social networks in seven languages ​​guaranteeing access to foreign consumers (TasteFrance.com). There are also tools dedicated to foreign professionals, with a website presenting France’s various sectors and regions (Tastefranceforbusiness.com), presence on professional social networks (Linkedin and Tweeter), and finally two e-showcases (tastefrance-food. com and Tastefrance-wineandspirits.com). There are also French pavilions at the biggest trade fairs in the world. Finally, Taste France is the brand which is communicated through nearly 40 promotional campaigns, as well as at ambitious and innovative events, to consumers from all walks of life.

How important are world events like SIAL for Taste France and why?
At international trade fairs, the main challenge is to allow French companies to benefit from the prestige of the Taste France brand and to promote the image of their products internationally to professionals and the general public. During SIAL Paris 2022, the objective is two-fold: communicate with foreign visitors and promote the tools intended for them: the Tastefrance-food.com e-showcase, the Tastefranceforbusiness.com website, etc. Also to optimise the appropriation of the Taste France brand by French companies across the sector.