SIAL: French food and drink gets new image

By: just-food.com | 20 October 2008

The French Agriculture and Fisheries Minister, Michel Barnier, unveiled the new image of French food and drink yesterday (19 October) at Paris trade show SIAL.

A new logo, which features the Eiffel Tower, will be used for promotional and marketing activities in export markets globally promoting the French food and drink industry as "modern and accessible".

The strap line 'Bon Appétit' aims to highlight France's food culture and endorse values of "sharing and celebration" at meal times.

A global website will go online in December under the fresh identity, with the UK version to be built up over the next year to include; a directory of French food and beverage companies exporting to the UK, economic data, production figures and a diary of trade events in the UK featuring French brands and companies.

Françoise Prébay a French Ministry of Agriculture and Fisheries' representative said: "The new logo gives a fresh, unified signature to the varied French food and drinks offering. The website will ensure the French food and drink industry is easily accessible to existing and future UK trade partners, promoting strong links with the UK market."

The new website can be found at www.frenchfoodandbeverages.com.

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