New French brand promotes seafood supply chain

Tapping into national sentiments, a new private, industry-led label seeks to create a national brand to promote the entire French seafood supply chain, from fisherman to retailer.

Launched in September by the inter-professional group France Filière Pêche, the “Pavillon France” logo aims to highlight seafood products ultimately sourced from French fishing vessels.

Speaking at the SeaMatters’ recent seminar in Paris, Marion Fischer from France Filière Pêche explained to an industry audience that traceability is pivotal to the brand, with the “Pavillon France” logo clearly setting out to link the country’s fleet to the seafood product on the shelf.

This new brand is arguably tapping into the growing trend for “Made in France” products that may do well when economies get tougher. According to French market research firm Xerfi Precepta “regional products do well during an economic crisis.”

It's a “collective and commercial” brand, continued Fischer, with a “strong inherent identity” backed by the supply chain.

According to Marion Fischer, responsible for marketing and communications at France Filière Pêche, the brand also serves to demonstrate the diversity of the French fishing fleet — over 250 fish species caught — as well as highlighting the fishing 'seasons' for a wide range of species.

The rules

France Filière Pêche is financed through EUR35m in private industry funding, and ultimately seeks to encourage consumers to buy seafood products provided by the French supply chain. And behind the label are criteria drawn up by France Filière Pêche.

“‘Pavillon France’ products must be from fresh fishing, landed by a french vessel, meet a list of qualitative needs, and overseen by a third-party,” explained Ms. Fischer.

The label mix

The national brand logo is complimentary, and does not seek to compete with labels already present on French seafood products, underlines France Filière Pêche.

According to Fischer, 'Pavillon France' is a collective brand that certifies the traceability of the product and can sit next to other labels such as sustainability, Label Rouge, or in-house company brands.


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