Information and promotion programme promoting organic products in France 2026-2028

Since 2021, the European and French organic market has been in the throes of an unprecedented crisis. The supply-demand balance, a sine qua non for successful value creation and remuneration for all the actors in the sector, has been compromised, penalising the players who have made a commitment, but also calling into question the very dynamics of developing an organic segment and maintaining an attractive sector for our future generations.
The organic market in France must rise to the challenge of :
- Increase transparency about its practices and the organic label.
- Provide more information on organic standards to dispel doubts.
- Adapt its offer to household budget constraints.
Large retailers and institutional catering professionals have to adapt to the new tendencies which brings a need to support these actors in the development of their 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 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 products.
The objectives will be achieved through a mix of activities like events with a participation in trade fairs, professional trainings, meetings with the retail and catering sectors, collaboration with influencers, press actions.