The brand Taste of France launched to change the image of French gastronomy

This label will be officially launched in France by Emmanuel Macron at the next Salon de l'agriculture in Paris from 22 February to 1 march.

French cuisine is it too elitist ? Dubai, Monday, France has in any case launched the brand "Taste of France", which aims to change its image around the world, on the occasion of the festival food international "Gulfood". The project is part of the campaign "Choose France", dedicated to the attractiveness of the country for foreign investment and the valuation of French companies.

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"Taste of France", a label behind which can be tucked away in the French groups of the agri-food sector, will then be launched in France by the French president Emmanuel Macron at the Salon of agriculture, which will be held in Paris from 22 February to 1 march.

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Adopt an image "more humble"

"The French cuisine has the image of being elitist, which implies that consumers make an effort to understand it", assured Monday the director-general of Business France, Christophe Lecourtier, present in Dubai. Business France is a government agency in charge of the international development of French businesses, international investment in France and economic development of the country.

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According to Christophe Lecourtier, the purpose of the "Taste of France" is to take an image "more humble, more realistic in the way the products are presented" on the foreign markets. It is in the framework of the strategy of Emmanuel Macron's "promotion" of France on the international scene, he added.

Make it accessible to French products

"We missed the 'world food', that is to say, the product that you can find anywhere," insisted the manager, ensuring that wanting access to French products "to the greatest number", targeting the youth and the urban middle classes, worried about the "quality" and "safety (health)".

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The choice of the launch of "Taste of France" in Dubai can be explained by the presence of actors of asian and african in the emirate, and in view of the growing importance of Gulf countries for the agri-food sector French, made up to 98% are SMES, according to Business France.

the countries of The Gulf covered

Since 2010, exports of agri-food products to the Gulf countries has doubled and amounts to more than a billion euros, the third-largest market non-eu after China and the United States. Most important economy in the arab world, "saudi Arabia is a target very important for the coming years", assured Christophe Lecourtier.

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Twentieth trading partner of Paris, Ryad has recently launched a vast plan of economic and social reforms intended to get the saudi Arabia from its dependency on oil and to attract foreign investment.