Visiting the agricultural show, Valérie Pécresse wears it close to her heart.
A badge stamped
“Produit en Île-de-France”
adorns the lapel of his suit.
This Monday, February 26, the president of the Ile-de-France region toured local producers in the Ile-de-France pavilion to promote her label.
For the occasion, Valérie Pécresse announced the launch of a platform on which jams from Vincennes, honey from Gâtinais, poultry from Houdan and more than 6,000 products coming exclusively from Île-de-France are listed. .
This platform should become an online store from May 1st.
On the website, the price of Meaux brie, free-range chicken or chocolate biscuits
“made in Île-de-France”
is already displayed.
A
“boost”
for producers
Created in 2018, the
“Produit en Île-de-France”
label aims to
“promote short circuits and quality local eating”
, states the region in its press release.
More than 500 producers are now certified.
Christian Hubert has displayed the eight-pointed star of the Île-de-France region since its creation.
“This label is the symbol of the short circuit
,” says this cereal producer at the head of Huilerie Plaine de Versailles.
This group of producers based in Beynes, in Yvelines, markets rapeseed, sunflower and sunflower oils, but also chickpeas and lentils.
For Christian Hubert, this label is also
“a network which allows you to meet other producers and distributors.”
When Pierre-Nicolas Grisel set up as a poultry breeder in Milly-la-Forêt in Essonne, the label gave him
“a good boost”.
Very quickly, this agronomist converted to livestock farming was put in contact with grocery stores or restaurateurs wishing to source their products in the Ile-de-France departments.
“By displaying this logo, we cannot mislead the consumer
,” he assures.
To hope to display it on their goods, producers must respect simple specifications: a majority of the production stages, from seeds to packaging, must be carried out on an Ile-de-France territory.
“This helps keep local agriculture alive
,” adds Christian Hubert.
A label still unknown to consumers
Although it is popular on the producer side, the label is still struggling to find a place in the cupboards.
“We have to communicate around this logo, give it meaning,” argues Pierre-Nicolas Grisel.
It’s good that today we are giving another blow of the whip.”
A quick tour of the shelves of several Parisian convenience stores shows how far we still have to go.
The vast majority of customers surveyed are discovering the label for the first time.
However, most say they are interested in local consumption.
Small, difficult to identify, lost among other labels, the red star of the Île-de-France region goes almost unnoticed.
“It’s only been four years since the new logo appeared on products.
Consumers have to get used to it
,” says a positive, conciliatory Pierre-Nicolas Grisel.
Same speech from the region which hopes that this new spotlight and the putting online of the platform will make it possible to establish partnerships
“with major retail players to strengthen its presence among all Ile-de-France residents”.
“It’s beneficial for everyone,”
insists Christian Hubert of Huilerie Plaine de Versailles
.
Consumers are reassured and the producer is proud to make his children and neighbors eat his products.”