Editorial team · Food, Drinks
InfoWeb Marketplace · Editorial team
Published on 2 October 2020 · 4 min read
The foie gras sector mobilizes to get its market back on track
InfoWeb Marketplace · Editorial teamPublished on 2 October 2020 · 4 min read
The growth of the Foie Gras market has just suffered two consecutive setbacks: the law limiting promotions in 2019 and the Covid-19 pandemic in 2020. While the start of 2019 confirmed its great comeback that began in 2018, after two difficult years of avian influenza (2016/2017), the enforcement of the law limiting promotions cut down the Foie Gras market in full swing and spoiled its end-of-year holiday sales. Indeed, the lack of promotion of the sector's products in the pre-season severely hampered the start of festive purchases.
In 2020, the outbreak of the pandemic and the lockdown prevented the traditional consumption of Foie Gras during the Easter holidays and closed off 60% of the sector's outlets with the closure of restaurants and the halt of exports. Despite these warning shots, the sector remains optimistic and is doing everything it can to ensure the recovery and allow consumers to enjoy a well-deserved gourmet break at the end of the year! The French remain avid fans of Foie Gras, as 92% of them said they eat it in consommer1, and they are very fond of Magret: it is among the 10 dishes the French missed the most during the confinement2!
It must be said that the products of the Foie Gras sector have every asset to meet their expectations, particularly in terms of authenticity and French origin! To get back on track, the sector is relying on its gourmet trio - Foie Gras, Magret and Confit - in stores as well as in restaurants. Consumers can count on them to treat themselves and keep their spirits up in these uncertain times! The first signs are encouraging, moreover. The sector's professionals, brought together within the CIFOG Interprofession, have planned numerous actions to put these emblems of French gastronomic heritage at the heart of culinary news throughout the second half of 2020. TV, radio, stores, restaurants, farms, web, … to relaunch the market, the CIFOG is mobilizing on all fronts with its new standout ambassador, Chef Adrien Cachot, and is continuing the rollout of its collective logo identifying the French origin of its products….
This year, the sector is offering numerous unprecedented actions to raise awareness of its three main emblematic products of French gastronomy. The open days organized during the Heritage Days on 19 and 20 September are among these new initiatives.
Over these two days, the general public discovered the historic know-how of the sector's professionals, guardians of tradition and of the vitality of France's regions. Consumers were able to talk with these passionate people and taste their products! To find the open farms, the CIFOG offered a dedicated website: patrimoine-foiegras.fr. And, for all those who could not travel, the Foie Gras Interprofession made it possible to connect with producers selling directly, on site or online, with an interactive map designed in partnership with the gastronomic social network e-picure.community.
On the restaurant side, gastronomy lovers will gather in the 1ère week of December around special menus created by the Chefs taking part in the 3e Foie Gras Week: semaine-du-foie-gras.fr. Foie Gras, Magret and Confit also inspire future cooks, who showcase their talents in the 16e Foie Gras Challenge for Young Culinary Creators, whose winners were announced on 14 October.
In line with consumer expectations regarding French origin, the collective logos Foie Gras de France, Magret de France and Confit de France have already been adopted by all the main market players. Officially launched in the fall of 2019 by the professionals, they aim to enable consumers to easily identify the sector's products made from ducks born, raised, fattened, processed, packaged and labeled in France.
Without waiting for the regulatory requirement to indicate the origin of meats in restaurants, the Chefs are also committing to promoting the French origin of the sector's products. In October 2019, eight organizations representing more than 10 000 restaurateurs signed a Commitment Charter to that effect.
Foie Gras, Magret and Confit will also be very present in traditional media. Foie Gras is back with its commercial on the major channels: it will notably be seen on the major historic channels: TF1, France2, France3 and France5. The commercial will also be available on replay on 6play, MyTF1 and France.tv. In total, more than 255 million contacts will be generated over the 22 days of broadcast.
Ideas for enjoying the three products are also being shared in cooking programs: Petits Plats en Équilibre on TF1 and Objectif Top Chef on M6. Another new feature this year: for the first time, the Foie Gras Interprofession is launching a major radio campaign dedicated to Confit. Broadcast in October and November, it will allow the French to make this product part of their daily lives again. They will be able to listen to it on France Bleu, France Inter, RFM, RTL, Sud Radio and RMC.
Finally, among this year's new features, the sector is also launching its first major collective in-store operation: ?Le Comptoir du Canard, Foie Gras, Magret, Confit?. 1 700 points of sale have already committed to promoting the sector's products outside the festive season! Young cooking enthusiasts will for the first time have the chance to discover multiple ways of preparing the sector's products on DemotivateurFood.
In 2020, the outbreak of the pandemic and the lockdown prevented the traditional consumption of Foie Gras during the Easter holidays and closed off 60% of the sector's outlets with the closure of restaurants and the halt of exports. Despite these warning shots, the sector remains optimistic and is doing everything it can to ensure the recovery and allow consumers to enjoy a well-deserved gourmet break at the end of the year! The French remain avid fans of Foie Gras, as 92% of them said they eat it in consommer1, and they are very fond of Magret: it is among the 10 dishes the French missed the most during the confinement2!
It must be said that the products of the Foie Gras sector have every asset to meet their expectations, particularly in terms of authenticity and French origin! To get back on track, the sector is relying on its gourmet trio - Foie Gras, Magret and Confit - in stores as well as in restaurants. Consumers can count on them to treat themselves and keep their spirits up in these uncertain times! The first signs are encouraging, moreover. The sector's professionals, brought together within the CIFOG Interprofession, have planned numerous actions to put these emblems of French gastronomic heritage at the heart of culinary news throughout the second half of 2020. TV, radio, stores, restaurants, farms, web, … to relaunch the market, the CIFOG is mobilizing on all fronts with its new standout ambassador, Chef Adrien Cachot, and is continuing the rollout of its collective logo identifying the French origin of its products….
Unprecedented transparency and educational actions to raise awareness of its three main emblematic products of French gastronomy
This year, the sector is offering numerous unprecedented actions to raise awareness of its three main emblematic products of French gastronomy. The open days organized during the Heritage Days on 19 and 20 September are among these new initiatives.
Over these two days, the general public discovered the historic know-how of the sector's professionals, guardians of tradition and of the vitality of France's regions. Consumers were able to talk with these passionate people and taste their products! To find the open farms, the CIFOG offered a dedicated website: patrimoine-foiegras.fr. And, for all those who could not travel, the Foie Gras Interprofession made it possible to connect with producers selling directly, on site or online, with an interactive map designed in partnership with the gastronomic social network e-picure.community.
In solidarity with the restaurant industry
On the restaurant side, gastronomy lovers will gather in the 1ère week of December around special menus created by the Chefs taking part in the 3e Foie Gras Week: semaine-du-foie-gras.fr. Foie Gras, Magret and Confit also inspire future cooks, who showcase their talents in the 16e Foie Gras Challenge for Young Culinary Creators, whose winners were announced on 14 October.
10 000 restaurateurs commit to guaranteed French origin for Foie Gras de France
In line with consumer expectations regarding French origin, the collective logos Foie Gras de France, Magret de France and Confit de France have already been adopted by all the main market players. Officially launched in the fall of 2019 by the professionals, they aim to enable consumers to easily identify the sector's products made from ducks born, raised, fattened, processed, packaged and labeled in France.
Without waiting for the regulatory requirement to indicate the origin of meats in restaurants, the Chefs are also committing to promoting the French origin of the sector's products. In October 2019, eight organizations representing more than 10 000 restaurateurs signed a Commitment Charter to that effect.
A strong presence in the major media (TV/Radio) for Foie Gras, Magret and Confit
Foie Gras, Magret and Confit will also be very present in traditional media. Foie Gras is back with its commercial on the major channels: it will notably be seen on the major historic channels: TF1, France2, France3 and France5. The commercial will also be available on replay on 6play, MyTF1 and France.tv. In total, more than 255 million contacts will be generated over the 22 days of broadcast.
Ideas for enjoying the three products are also being shared in cooking programs: Petits Plats en Équilibre on TF1 and Objectif Top Chef on M6. Another new feature this year: for the first time, the Foie Gras Interprofession is launching a major radio campaign dedicated to Confit. Broadcast in October and November, it will allow the French to make this product part of their daily lives again. They will be able to listen to it on France Bleu, France Inter, RFM, RTL, Sud Radio and RMC.
Finally, among this year's new features, the sector is also launching its first major collective in-store operation: ?Le Comptoir du Canard, Foie Gras, Magret, Confit?. 1 700 points of sale have already committed to promoting the sector's products outside the festive season! Young cooking enthusiasts will for the first time have the chance to discover multiple ways of preparing the sector's products on DemotivateurFood.
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