Promoting food and lifestyle: The French experience

Sopexa has over 50 years experience in promoting the French agrifood industry and supporting branding of French food. France has developed important linkages with territory and regional products however, with increasing international competition, strategies for promoting agrifood products need to highlight the quality of products. Sopexa demonstrates a full range of strategic elements that can be adapted to each tourism and culinary product offer. Their experience indicates that industrial producers need better preparation-segmentation-innovation strategies, accompanied by clear and strong messages.