2023-10-26 14:22:00
35 million euros. This is the amount that the Ministry of Agriculture and Food Sovereignty will allocate to Business France and the communications agency Sopexa between 2023 and 2027. Objective, to promote and support the export of the French food sector abroad . On Wednesday October 25, the ministry signed a renewal of the framework agreement which binds it to Business France until 2023, as well as a public service concession agreement with Sopexa until 2026.
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“For French agriculture, export is strategic” insisted the minister, Marc Fesneau. He recalled that France is the sixth largest exporter in the sector in the world, and that the agri-food trade balance in 2022 was in surplus of 9.7 billion euros – but not in volume. But faced with an increasingly competitive and uncertain environment, France’s positions “are not acquired”he nuanced, emphasizing the need to “rediscover a spirit of conquest” and operate under a “common banner”.
“Political upheavals are a source of risks, but also of opportunities,” underlined Laurent Saint-Martin, general director of Business France.
Economic intelligence and influence strategy
Business France will thus receive 3.7 million euros per year, in order to support “agricultural and agri-food companies wishing to develop their activity internationally, including agro-supplies, machinery and equipment companies for this sector” (B2B), explains the ministry.
“The agreement with Business France covers the production of economic intelligence to serve the sectors, as well as all export support actions”, by also integrating digital actions on social networks.
Sopexa, a branch specializing in food of the Hopscotch group, will have 3.8 million euros available to promote French products to foreign consumers (B2C), via a “digital, event and influence strategy”.
« Our work with the public is to demonstrate the accessibility and ease of use of French products in kitchens around the world. », specified Pierre-Franck Moley, chairman of the board of Hopscotch Sopexa.
Since 2019, a governance body, Copil Taste France, has brought together professional representatives and institutional export partners, in order to better coordinate the actions deployed. He developed Taste France, a unique brand in the international agricultural and agri-food sector, recalls the ministry.
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