Information and promotion programme promoting organic products (dairy products, fruits and vegetables) in France 2022-2024

Organic products consumption has been booming in France for the last few years (+16% in 2018), especially for dairy products and fruit and vegetables. Due to its success, the organic sector has to change scale while at the same time keeping the founding principles that made it successful and trustworthy. 

Indeed, most of the French wish to eat more organic products in institutional catering. With the new EGALIM law, by 2022, the meals served in institutional catering must contain 50% of sustainable products, including at least 20% organic products. This reinforces the importance to increase pedagogic actions on the measures of organic farming. Large retailers, farmers and institutional catering professionals have to adapt to these new tendencies which brings a need to support these actors in the development of their new activity. 

The main objective of this programme is to raise awareness and train professionals on the specificities and values of European organic farming. Secondly, this action will aim to develop the supply and consumption of European organic products in institutional catering. It will target organic and generalist distribution professionals, organic production and marketing professionals and local authorities such as canteen buyers or local councillors.
This campaign will carry strong messages about the benefits of producing and eating organic dairy products and fruit and vegetables. It will also highlight the production methods and tools available for professionals of the agricultural sector, from production to distribution. 
The objectives will be achieved through a mix of activities like digital actions through social media including collaboration with influencers, press actions, events with a participation in two trade fairs for organic food in France and Germany and professional training for selling teams and professionals of the institutional catering sector.