Le Cordon Bleu News, 06/09/2011
Launching of the virtual trade fair So French, So Good at Le Cordon Bleu Paris
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|An initiative of the French Secretary of State for Foreign Trade|
In order to promote the richness and diversity of French gastronomy and the powerful appeal of France and its art de vivre, Pierre Lellouche, Secretary of State for Foreign Trade, has launched an ambitious campaign for export promotion – So French, So Good.
The goal is to ‘whet the appetite’ of people across the globe for French excellence and, thereby, to promote exports of French food-and-drink products, while raising awareness of the nation’s dining tradition.
France’s food industry currently generates 15% of it’s total exports and employs over 250,000 workers in the country – as many as the aerospace sector.
So French, So Good will adapt communication and promotional tools to foreign markets and make them available to French professionals based outside France: illustrating the fact that France is committed to its businesses and to its workers.
So French, So Good includes a series of short films that will be broadcast on TV channels in target countries in order to promote French products and cuisine through the presentation of creative, simple recipes.
So French, So Good features a web portal that represents a gateway to the world of French gastronomy, whose integrated GPS functionality allows users to find French products and restaurants just around the corner – or anywhere else in the world.
So French, So Good also features a B2B website that includes a virtual trade fair, allowing interested parties to get in touch with French-based suppliers of wine, spirits and other beverages, food products and tableware.
So French, So Good encompasses the International Festival for French Gastronomy, to be hosted in cities around the world on Bastille Day (14 July 2011).
Finally, So French, So Good incorporates the creation of Maison de la Gastronomie française to represent French products and producers at trade shows, in international airports and in major shopping centres.
This campaign is sponsored by the Ministry of Agriculture, Food, Fisheries, Rural Development and Territorial Planning.
Le Cordon Bleu offers a large range of products, all related to the culinary arts and the French art of living: gourmet products, kitchen utensils and home accessories, professional equipment and linens, cookbooks, as well as numerous gift ideas. The fine food products are traditionally manufactured in France, and are selected and recommended by Le Cordon Bleu Chefs.
Every year Le Cordon Bleu participates in the worlwide fairs organized by Ubifrance.
UBIFRANCE, the French agency for international business development, now has 66 economic missions present in 46 countries. Their network is composed of more than 1,200 employees in France and abroad, dedicated to assist French companies in their international development.This campaign takes place with the support of the Ministry of Agriculture, Food, Fisheries, Rural Development and Territorial Planning.