Food shows its economic patriotism

Just like us, stay in France. This summer, Benedict has winked at consumers to relaunch its brand. At stations, the mayonnaise manufacturer shows its new credo on a blue-white-red background. It specifically involves the replacement of oil and eggs, which are its main products, until then imported for financial reasons. Eggs from free-range chickens, it goes without saying. “Consumers are looking for substance and transparency,” explains Klose Cruz, marketing director for the American Kraft Hines brand. However, Benedict has been located in the north of Seklin for more than a century. “Of its 30 million jars sold each year, one tricolor now contains the words” French House 1907 “.

According to a recent survey by YouGov for the LSA, 88% of French people wonder where to produce a food item before purchasing it. In supermarkets, we see these cockatoos blooming that promise to the consumer. If it is not economic patriotism. Leclerc also introduces a Kokoriko with French sugar for his new cola made in Solat. “It proudly wears blue-white-red because we wanted to mark the evolution of its mix,” explains director Fabrice Hersent.

Food Private Labels E.Leclerc. This is most notable in a product that comes from the Atlantic Ocean in the collective imagination. At Kraft Heinz, there are no plans to make ketchup made in France.

See if manufacturers can follow suit. According to Ania, between 2016 and 2020, national agricultural output fell by 4.2%. The government’s stimulus plan provides for relocation assistance and enhances competitiveness, especially in this sector. “This is a fundamental trend,” agrees innovation expert Xavier Derlett. But the majority of consumers will not pay much for it. However, according to a study by Majors published in June, 90% of French people think a company can combine international competitiveness and improving local knowledge. It is up to them to prove it.