The national institute of origin and quality in France is set to promote signs identifying the quality and origin of produce to the general public for the first time
The INAO (national institute of origin and quality) is launching its first communication campaign on official signs identifying the quality and origin of agricultural products, known in France as SIQO.
The aim is to promote SIQO to the general public, with the campaign set to reach its peak during the “week of quality” on 1-7 December.
“Since 1935, the INAO has been at the heart of the French policy of promoting agricultural products, through the five official signs of identification of quality and origin (SIQO): AOP/AOC, IGP, STG, Organic Agriculture and Label Rouge,” stated Interfel, the French interprofessional organisation.
“At the end of 2024, the INAO is launching a general public campaign around the message: ‘There are signs that do not deceive / Official signs of trust’. The aim is to remind consumers of the values promoted by the SIQO: agriculture combining excellence in taste, preservation of local areas and respect for know-how,” the organisation said.
The campaign will be rolled out through various media, including videos, posters and press, a manifesto announcement, ambassador actions with influencers, and events at 400 points of sale during quality week.
In France, official signs of identification of quality and origin represent €34bn in turnover, with nearly one in three farms involved in the SIQO approach. Nearly 1,200 products (excluding organic) benefit from at least one SIQO, including 107 agri-food PDOs, 158 agri-food PGIs and 427 Label Rouge products.
