Carrefour, the retail giant from France, is coming to Israel with the intention of stimulating competition in the industry (Photo: Public Relations)
An economic gathering of experts from Israel and the Arab countries in one hall, until recently sounded like a doomsday vision, but the signing of the Abraham Accords allowed the French Foreign Trade Advisors in Israel (CCE) to hold a meeting for the first time between all the organization's representatives, some of whom arrived this week from the Arab countries to Israel, for the sake of promoting the common goals.
The regional meeting, coordinated by the Israeli committee of the CCE and its president Anne Baer, was the largest French business and economic event ever held in Israel and managed to unite the largest number of participants in the presence of senior CEOs of French companies operating outside of France.
The French Foreign Trade Consultants (CCE) ) are a unique feature of French economic diplomacy in the world. They are elected and appointed by the French Prime Minister for a period of 3 years, with the possibility of extending the cooperation with them for additional periods after that.
As mentioned, for the first time the initiative of the CCE succeeded in holding the honorable meeting "South of the Mediterranean and the Middle East", in Tel Aviv, in the presence of advisers and economic attachés coming from 15 countries from the Arab world: Bahrain, Egypt, Iran, Iraq, Jordan, Kuwait, Lebanon , Morocco, Oman, Qatar, Saudi Arabia, Tunisia, Turkey, the Palestinian Authority, the United Arab Emirates and of course Israel, France and other European countries.
The French skin care company Leoccitane arrived in Israel in 1996 and currently operates 27 stores nationwide (Photo: HOL)
Thanks to the Abraham agreements: the French increase participation in tenders
The first meeting of its kind in Israel was attended by CEOs and branch managers of French companies operating in Israel, including: L'Oréal, Airbus, BNP Paribas, Publicis, SAFT batteries, Engie et Total Energies, Saint Gobain, Systra, Alstom, Schneider Electric, Orange, Valeo, L'Occitane, Acom Strategy and Carrefour representatives who were appointed as consultants these very days, and more.
Ann Baer, president of the Israeli committee of CCE
: "At the same time as the signing of the Abraham agreements in 2020, French companies increased their participation in tenders in Israel, whether it is infrastructure projects , transportation or energy operation and management.
As the local committee of the CCE, it seemed essential to us to bring together for the first time on Israeli soil French business leaders from countries that have normalized their relations with Israel, but also from countries without diplomatic ties to Israel, in the Middle East and North Africa."
"The unprecedented gathering was the largest business event ever organized in Israel, which brought together a very large number of French companies and business leaders," Baer added.
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"Carrefour brings to Israel a double line"
The French presence in Israel has grown in recent years.
According to the French Central Bank, since 2006, the stock of French FDI (foreign direct investment) in Israel has increased almost fivefold and reached 3 billion euros in 2020 (the last known year), making Israel the 40th place in the table of French investments abroad "L. The
number of French companies that have a business presence in Israel is increasing, when we only recently learned about the huge retail chain CARREFOUR that has already begun marketing its house brand products in approximately 150 Beitan wine stores throughout the country, and plans, at least according to a statement from its representative , to bring about a real change in the retail industry.
We asked Ann Baer what she knows about the expectations that Israelis place on the Carrefour chain's entry into Israel: "I did not work on the chain's entry into Israel, so it is difficult for me to speak on their behalf, but it is clear to all parties that a market with 10 million consumers is not an insignificant market for an international chain. Ramat Prices and the cost of living in Israel have reached such highs that it is impossible to remain indifferent in the face of invitations to enter the field as a new player and break the balance."
"Carrefour brings a two-fold message to Israel: both in terms of prices and immediate competition and in terms of its treatment of sustainability issues, since it comes with high standards for protecting the environment such as encouraging the use of reusable bags and recycled packaging materials, preventing waste, highlighting information to the consumer out of corporate responsibility, investing in ecological advertising and more".
"In general, the businesses from France come to Israel with practices of recycling, waste prevention, packaging reduction and sustainable principles that have been operating in France for 25 years and only in recent years have started to be assimilated into the awareness of the Israeli consumer," she adds.
But Carrefour, with all due respect, is not the only ornithologist who is currently interested in what is going on here.
Here is a partial list of other French brands that currently operate in Israel:
DECATHLON
- In 2017, the Molise family's brand opened its first Israeli store located on the outskirts of Tel Aviv, in the Rishon Lezion urban mall.
Today Decathlon operates 9 stores throughout Israel.
ALSTOM
- The French multinational company won in February 2022 with its partner Elektra and Dan Transport in a tender for the design, construction and maintenance of the new tram line in Tel Aviv, called the Green Line.
The project is valued at 2.6 billion euros and Alstom's share is valued at 858 million euros.
EDF Renewables
- has existed in Israel since 2009 and has become the leading solar energy company in Israel.
Winner of tenders from the Israeli government in 2019, the Israeli subsidiary currently operates 27 solar installations in Israel and produces more than 25% of the total solar energy in the country.
L'OCCITANE
- In 1996, the first cosmetics boutique of L'Occitane opened in Israel, in the Dizengoff Center in Tel Aviv.
Today, Occitan has 27 stores in Israel and has the largest turnover of the group in Israel in relation to the number of residents.
MAISON KAYSER
- The Maison Kayser bakery, launched in 2020, during the COVID-19 pandemic, found its place in Israel and now has 4 Maison Kayser stores in the country and took over the iconic restaurant located in the French Institute building on Rothschild Boulevard in Tel Aviv.
SABON
- the skin care products chain, currently belongs 100% to the French Yves Rocher.
The chain operates successfully with dozens of branches throughout the country.
From the right: Ann Baer, president of the Israeli committee of CCE, Eric Danon, French ambassador to Israel and Armel Haim, CEO of Acom Strategy (photo: Capucine du Cluzel)
Also in Israel: 4,500 advisers to France in matters of foreign trade
CCE is an international network of 4,500 business people and experts serving the business development of France for 125 years.
With a lot of experience and completely voluntary, they operate in over 150 countries.
They live in France or outside of it, and their job is to advise the public authorities of the country in which they live and to promote the activities of French companies operating in their region.
The first regional meeting that took place this week in Tel Aviv provided an opportunity to discuss many important issues for the promotion of French trade in the presence of the French ambassador to Israel, Eric Danon, the president of the CCE global committee Alain Bentjak, and the senator of the French living abroad, Olivia Kadik. Among the issues that came up Today during the conference:
• New agreements, new opportunities
• Israel at the crossroads of alliances
• Economic and financial perspectives of the region
• Integration of economies and markets in Europe and the southern Mediterranean
• Security of the supply chain
• New energy markets in the Mediterranean
• Transportation and mobility
The 20 French foreign advisers of the Israeli committee include importers, heads of subsidiaries of French groups or representations, and they constitute the most representative panel of French companies operating in Israel in various fields.
The French Decathlon operates 9 stores in Israel since its entry into Israel 5 years ago (Photo: Yehatz)
Fears a reduction in the scope of activity due to the political Zionism in Israel
Beer refers to the concern in the business sector in Israel in view of the possibility of reducing cooperation with the countries of the European Union, due to the political changes in Israel: "There is indeed a high concern that the fruitful cooperation between innovative Israeli companies and the European Union, which for decades has been financing research and development projects of the private sector in its territory Israel
is today the Union's top partner, the record holder of the subsidies.
There is a substantial fear that provocations and racist statements on the one hand, structural changes of the regime on the other, and the breaking of the balance between the executive, judicial and legislative authorities in favor of exclusive control of the latter over the former, will undermine these delicate relations.
"In the event that the European Union does not renew the financing agreements with Israel (which are renewed every 5 years), the Israeli high-tech industry, which is a significant engine of growth, will be the first to be affected."
warns a well.
SABON, operates in Israel and currently belongs (100%) to the French Yves Rocher (photo: Ronen Mangan)
"Business relations between Israel and its neighbors require the mediation of a third party"
Beer describes the French trade advisors as individual people who are chosen with tweezers and appointed for a 3-year term with reference to specific and discreet criteria with a high importance of reliability.
They master the language, some of them have dual citizenship who represent the interests of France in front of the world.
They have the ability to persuade and France's economy affects them and they affect it.
" "France's trade advisors are sustainability experts.
The 115 participants in the conference held it without using plastic at all, all utensils will be made of glass or recycled materials.
They are also looking for innovation in Israel regarding green hydrogen issues."
According to Beer, the advantages that the French trade advisors add to Israel also include mediation between Israel and its neighbors: "The conflicts between Israel and Lebanon regarding gas overseas require a mediating factor to promote stalled projects.
In Lebanon, for example, which is heavily influenced by the French and its residents who speak the language, the French ambassadors can mediate between Israel and Lebanon as a third party.
If we take such an example, the French company "Total Energy" which deals in oil and gas, brought an understanding between the parties.
In general, it can be said that the French are leading the country in the gas issue, not the Israelis.
" to move more freely."
From the left: Zach Baer, chairman of Tempo, Ann Baer, president of the Israeli committee of CCE, Itai Nahmias, director of Perno Ricard and Armel Haim, CEO of Acom Strategy (photo: Capucine du Cluzel)
Growth in trade activity between Israel and France
France's trade balance with Israel increased from 183 million euros in 2020 to 412 million euros in 2021.
Exports to Israel jumped by about 18% in 2021 to 1.66 billion euros, with the three leading export items being cars, machinery and equipment and cosmetics and perfumes, respectively 10.4%, 10.1% and 9.6%.
French imports from Israel increased by 5%.
From €1.19 billion in 2020 to €1.23 billion in 2021.
The main items are agriculture (13.1%) and machinery and equipment for general use (10.9%).
The biggest increase in the last year is jewelry (+48.6%) and basic chemicals (+22.6%).
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