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International Resources: Global Market Profile: France

France

As part of its commitment to providing its members with market analysis and insight, PMA has compiled the following information about France from the Ministère de l’Agriculture et de la Pêche (French Ministry of Agriculture) and Attaché Reports submitted by the U.S. Department of Agriculture’s Foreign Agricultural Service, as well as the CIA World Factbook, embassy sites, and business etiquette reference guides.

Fresh Fruit, Vegetable, and Flower Market
Consumer Trends
Entering the French Market
Trade Agreements
Food Standards and Regulations
Business Protocol
Export Business Reminders
Government Resources and related links

Fresh Fruit, Vegetable, and Flower Market

Fruit and Vegetable Market

Important fruit commodities produced in France are peaches, nectarines, plums, pears, prunes, and apricots. France imports many fruits in the off-seasons such as grapefruits and other citrus fruits, and imports apples and pears in short crop years. There is a niche market for cherries, berries, and tangerines. Bananas and exotic fruits are also popular imports. These and other tropical fruits are imported mainly from South Africa, Costa Rica, Ecuador, Colombia, Argentina, and the United States.

France is one of the top exporters of fresh vegetables, which are mainly sent to other markets in the European Union. France is both a top exporter and importer of fresh tomatoes. Vegetables such as asparagus and onions are imported from the Netherlands and other countries in the European Union.

Fresh Flower Market

France is the third largest market for cut flowers in the European Union, and the fourth-largest EU importer of cut flowers and foliage. Imports added up to € 417 million in 2006. Major imports include roses (the most popular cut flower in France), tulips, orchids, chrysanthemums, and carnations. The main suppliers are the Netherlands (which holds a significant portion of the market about 80% of the market) followed by Italy and Spain. French consumers enjoy flowers that are brightly colored.

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Consumer Trends

The French market for food products is sophisticated, mature, and supplied by countries all over the world. Senior couples (65 and older), middle-aged couples, and families with grown children have the highest consumption patterns of fresh produce. Average consumer segments are families with children in secondary school and single seniors.

Trends show that consumers want better-tasting food products with increased health benefits. Younger consumers enjoy trying new products. Food safety scares have resulted in concerns about safety and sanitation and have led to a stronger demand for “natural” and organic foods. Consumers are willing to pay premium prices for high quality products, especially organics, and production of organic food is increasing 20-30% each year. There has been a demand for quality standards and traceability of products.

Consumers enjoy innovative foods and also ethnic and exotic foods. Restaurants and products featuring Thai, northern and southern African, Indian, Cajun, and Tex-Mex cuisines are all popular. The demand for exotic fruit is increasing. While many consumers welcome new products, they want more information on product contents and manufacturing processes. After various food scares, the French government facilitated the development of quality marks like “Label Rouge” (Red Label) for products such as meats and fruits and vegetables. The Red Label ensures production under established conditions and product origin labels. The government is also doing more to support the organic sector.

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Entering the French Market

French retailers seldom buy directly from overseas companies. They often prefer letting their suppliers handle the logistical aspects. A good way to enter the French market is through the appointment of a distributor who is well-established in the market. It is advisable to visit the market to look over the logistics and conduct basic market research. Be ready to invest in the promotion of your products through trade shows, in-store promotions, or advertising campaigns in order to have maximum exposure and make market contacts.

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Trade Agreements

France is a member of the European Union. European Union agricultural and trade policies are major determinants of agricultural production and trade. The Common Agricultural Policy states that there will be product preference in the internal market of the European Union over foreign imports through common customs tariffs. The European Union is part of the EU-European Free Trade Area.

The European Union has bilateral trade relations with the following countries:

EU Regional Trade Agreements under negotiation include:

EU and the Gulf Cooperation Council (GCC), comprising of Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates (UAE),
the EU and Mercosur (Argentina, Brazil, Paraguay and Uruguay, and Venezuela which joined the group on 4 July 2006),
the EU and its Mediterranean Partners (Morocco, Algeria, Tunisia, Egypt, Israel, Jordan, the Palestinian Authority, Lebanon, Syria, Turkey)
the EU and the Association of South East Nations (ASEAN), comprising of Philippines, Indonesia, Malaysia, Singapore, Thailand, Brunei, Vietnam, Laos, Burma, and Cambodia,
the EU and Korea, and the EU and India.

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Food Standards and Regulations

France follows European Union policies regarding labeling and ingredient requirements. A comprehensive guide to the latest EU food laws and regulations is available at http://www.useu.be/AGRI/expguide.html.

Import and export transactions worth more than 12,500 Euros (approximately US$15,550) must be administered through an approved banking intermediary. Goods must be imported or exported within six months after all financial and customs arrangements have been reached.

Imported products require the following shipping documents, in French:

Commercial invoice
Bill of landing or air waybill
Certificate of origin
Sanitary/health certificate, if needed (depending on the products)

If you are shipping any goods to Europe, you should obtain a written customs duty ruling, known as Binding Tariff Information (BTI). Getting a BTI is free and will prevent any conflict over customs or excise duty. A BTI is valid for six years.

Products originating in non-EU countries or countries without membership to the World Trade Organization may require a particular import/export license.

Labeling should be translated into French. If labeling is in dual or multiple languages, the French should be as visible and clear as any other language used. Under the law known as the “Loi Toubon” this is a legal requirement.

The French body responsible for labeling is:

Direction Générale de la Concurrence, de la Consommation et de la Répression des Fraudes (DGCCRF)
Tel: +33 (0)1 44 87 17 17
http://www.minefi.gouv.fr/DGCCRF/

Information regarding phytosanitary regulations can be found here.

The agency responsible for promotion and control of food standards is the Direction Générale de l’Alimentation (DGAL).

Direction Générale de l’Alimentation (DGAL)

Ministére de l’Agriculture et de la Pêche

251, rue de Vaugirard - 75015 Paris

Tel: (33-1) 49 55 4955

Fax: (33-1) 49 55 4850

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Business Protocol

A handshake is the standard greeting. Friends may greet each other by lightly kissing the cheeks, once on the left and another on the right.
Wait for your French counterpart to move to a first name basis. First names are generally used by family and close friends. Titles should be used when possible.
Appointments are required and should be scheduled at least two weeks in advance. They may be made in writing or by telephone and are often handled by a secretary, depending on the position of the person you are meeting.
Business hours are usually 9.00 a.m. to 6.00 p.m., with a one-hour lunch break.
If you are delayed, telephone immediately and explain.
Business cards are exchanged after introductions. It is advisable to have one side of your business card translated into French. Include any advanced academic degrees on the card.
Avoid scheduling meetings during July or August, which are common vacation months.
Business attire is understated and stylish. Men should wear dark colored, conservative business suits for the first meeting. Women should wear elegant dresses or business suits in soft colors. Good quality accessories are important.
Business behavior highlights courtesy and a certain degree of formality. Trust is gained through proper behavior, and mutual trust and respect is necessary to accomplish anything.
You should wait to be told where to sit.
Maintain direct eye contact when speaking.
It is important to respect appointment schedules and to correspond promptly, whether by facsimile or mail.
Building a network of close personal business alliances is extremely important.
If you do not speak French, an apology for not speaking the language goes a long way. It is a good idea, however, to learn at least a few key phrases, which will demonstrate an interest in a long-term relationship.
French businesspeople may seem extremely direct because they do not shy away from asking probing business questions.
The purpose of meetings is to discuss ideas; decisions are not reached at meetings but rather at the top of a company.
Do not make overstated or exaggerated claims. The French do not approve of exaggeration.
Do not be overly friendly. Business and personal lives are often kept separate.
The French are usually impressed with a logical presentation and strong debating skills that show knowledge of the situation.
Business is conducted slowly, and French businesspeople will carefully review and analyze every detail of a proposal.
Avoid confrontational behavior or high-pressure sales tactics.
Business meetings are commonly held during lunch.
If you are invited to a French home for dinner, arrive on time. If you are arriving more than ten minutes late you must call and explain that you will be delayed.
The further south in the country you venture, the more flexible time is.
If you are invited to a large dinner party, particularly one in Paris, you should send flowers the morning of the event so they may be displayed for dinner. Flowers should be given in odd numbers (with the exception of 13, which is considered unlucky). Some older French still associate various flowers with certain meanings: white lilies or chrysanthemums are only used at funerals, red carnations symbolize bad will, and white flowers are used at weddings. Younger people generally do not ascribe to these meanings, but when in doubt it is better to give conservative flowers with no older meanings.
If you give wine as a gift, make sure it is of the best quality you can afford.
Gifts are usually opened when received..
Dress well. The French version of casual is not as relaxed as in many western countries, and French people are fashion conscious.
Table manners are Continental: the fork is held in the left hand and the knife in the right.
Wait to be seated in case there is a seating plan, and do not being to eat until the host or hostess says “bon appétit”.
Keep hands visible at all times, but do not rest your elbows on the table.
Finish all food on your plate. If you are not done eating, cross your fork over your knife on the plate.
Salad should not be cut. Instead, fold the lettuce onto your fork. Also, peel and slice fruit before eating it.
If you do not want more wine, leave your glass nearly full.

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Export Business Reminders

Italians invert commas and decimal points when writing figures.???
Be patient regarding requests for documentation, ingredients lists, production process, and quality assurance, and respond to such requests with diligence and in a timely fashion.
Keep in mind the date is written Day/Month/Year.
Times are often referred to using the 24-hour clock or “military time”.
Use letters of credit to reduce risk.
Hedge export values with your bank if you are concerned about exchange rate risk

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International Resources: Global Market Profile: France

Table of Contents

Fresh Fruit, Vegetable, and Flower Market

Consumer Trends

Entering the French Market

Trade Agreements

Food Standards and Regulations

Business Protocol

Export Business Reminders

Related Links and Government Resources

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