French gastronomy/”So French, So Good” campaign
On 19 November 2010 the “gastronomic meal of the French” was inscribed on UNESCO’s Intangible Heritage list. Armed with this international recognition – in which President Sarkozy played a personal role – Pierre Lellouche, Minister of State responsible for Foreign Trade, today launches the “So French, So Good” campaign for a sector of French excellence: gastronomy and the agri-foodstuffs industry.
The campaign’s goal is to stimulate the export of French agro-food and gastronomic produce, by making communication tools adapted to foreign markets available to every professional throughout all our regions.
Agriculture and the agri-foodstuffs industry account for 250,000 jobs in France and 15% of our total exports, on a par with the aerospace industry. It is also a sector which needs to be stimulated: France – who in the last 10 years has lost market share – has now been overtaken by Germany.
The aim of the “So French, So Good” campaign is to give people all over the world “a taste for France”. It will target 12 priority countries which account for 66% of processed agri-foodstuffs exports: Belgium, Brazil, China, Germany, Italy, Japan, Russia, Spain, Sweden, the United Arab Emirates, the United Kingdom and the United States. France’s global trade network will be spurred into action – as will UBIFRANCE (1) and SOPEXA (2) – to serve our businesses and jobs. Our ambition is to be present at the main trade fairs and events organized abroad in 2011, starting with the FOODEX fair in Tokyo on 3 March, during which the Minister of State will launch the “So French, So Good” campaign.
The “So French, So Good” campaign will employ different trade promotion tools: films, dedicated websites, adaptable kits and “Houses of French Gastronomy”. A world festival of French gastronomy will also be launched around the celebration of 14 July.
The campaign is being conducted with the close cooperation and support of Bruno Le Maire, Minister for Agriculture, Food, Fisheries, Rural Affairs and Town and Country Planning./.
(1) French agency for international business development.
(2) association for the promotion of sales of French agricultural produce and food products.