A recent report in French newspaper Le Monde has highlighted the increasing use of individuals' faces on product packaging, not least on items of fresh produce.
This marketing strategy, which seeks to convey both authenticity and traceability, has been picked up by Touquet Savour, which is based in Picardy in northern France and specialises in old forgotten varieties of potato.
'The producers are very sincere and have a great love for good products,' marketing director Alexis Dequidt told the newspaper. 'To save the Pompadour `a potato variety that carries the Red label`, they decided to put themselves forward.'
Black and white photos of the group's farmers, each stood on his own potato field, rake in hand, appear on the packs, and have reportedly helped to double sales in the last two years.
'The French people are worried about food safety,' said Dequidt, 'and the producer is the most legitimate person to reassure them.'
On the company's website, visitors can watch videos of the farmers introducing themselves, explaining the product and even offering recipe tips.
