NOUVELLE-AQUITAINE • FOOD AND BEVERAGE AGENCY
Creating value for our territory together Nouvelle-Aquitaine vineyards.
2 Editorial
• Choosing action
Preserving the quality of life and the Products that are at the core of French environment while transforming today’s gastronomy and fly the territory’s flag assets into tomorrow’s opportunities: proudly. those are the main aspirations set by the Nouvelle-Aquitaine Region within the The region’s producers and companies are framework of the NEO TERRA roadmap. now committed to common values, joined by all the regional players, mobilised As the leading agricultural and agri-food together within AANA, to offer our region in France and Europe in terms of fellow citizens healthy, sustainable, value, our region seeks to unify all the environmentally-friendly nutrition players in order to mobilise energies, providing a source of pleasure and accelerate and support change, with the creating value. aim of achieving concrete, tangible results, and doing so by knowing how to Unifying, co-constructing, supporting combine willingness and pragmatism. and innovating, such is the DNA of AANA, at the service of Nouvelle-Aquitaine’s In Nouvelle-Aquitaine, we can take pride economic players. in offering consumers quality products resulting from authentic know-how products with character, including some known and recognised the world over.
Jean-Pierre RAYNAUD - President
3 Contents
FOSTERING values of collective action...... P5 TAKING ACTION for food and beverage quality and innovation...... P7 ENHANCING our territory’s agri-food and agricultural products...... P13 FACILITATING market access...... P17 OUR ORGANISATION...... P21
Cave Girondine.
Art of living à la française.
4 NOUVELLE-AQUITAINE FOOD AND BEVERAGE AGENCY
FOSTERING values of collective action
The Nouvelle-Aquitaine Food and beverage Agency (AANA) takes action for the quality and promotion of regional agri-food and agricultural products. Our commitment is based on collective actions aimed at raising the profile of Nouvelle-Aquitaine know-how.
How do we create value for • our territory’s producers and industries?
By pursuing a regional strategy of quality and innovation, in tune with economic, environmental and societal issues.
By communicating to promote Nouvelle-Aquitaine’s products, on the local, national and international level.
By supporting the development of regional economic players.
Vassivière Lake.
Périgord Truffles.
5 FOSTERING values of collective action
inLeading France and Europe agricultural region (in total cultivated area)
334 429 agri-food and agricultural jobs 54 683 agricultural operations 11 635 agri-food businesses Source: Agreste
Nouvelle-Aquitaine is the Among the regional players, AANA plays and make the general public aware leading agricultural and a unique, unifying role. Thanks to our of the wealth of our gastronomic different levels of action – strategic, heritage. Our action is based on strong agri-food region in France economic, prospective – we are in a values: authenticity, pride, ethics, in terms of value. position to support all the industry’s accountability and solidarity. professionals in their development,
• Our fundamental values
Authenticity • • Pride Typicity, taste Local ties Know-How Heritage Origin Culture Agricultural Transmission Biodiversity Know-how Landscapes TRADITIONAL • Solidarité VALUES Solidarity Collective Accountability • Distribution of economic value Protection of the planet and Employment preservation its resources Water management, waste control Fewer or no pesticides Fewer or no GMOs ENVIRNOMENTAL & HUMAN (Clean Label) SOCIETAL VALUES VALUES • Ethics Decision-making “autonomy” Animal welfare Diet Food security Consumer health Traceability Healthy and sustainable
6 NOUVELLE-AQUITAINE FOOD AND BEVERAGE AGENCY
TAKING ACTION for food and beverage quality and innovation
Our aspiration is to be a resource centre to help the regional industries to rise to the new challenges of society and the environment: an ecological transition to healthy, sustainable nutrition.
Nutrition is more than ever Those challenges are observable AANA is tackling all these fronts. In the centre of attention. in every sector of society: territorial keeping with our ethical principles and identity, environment, agroecology, accountability, we make our expertise diet and health, continuity of farms available to the various industries to and wine estates, compensation for strengthen their quality approach, producers and European cooperation. share the wealth of our gastronomic heritage, and boost new projects. Within the framework of the NÉO TERRA regional roadmap and so as to rise to the environmental challenges,
• Solidarité Solidarity Collective Distribution of economic value Employment preservation
Charentes-Poitou PDO butter.
Marennes Oléron PGI oysters.
7 TAKING ACTION for food and beverage quality and innovation
Quality: a source of value for every • player in the territory
Our teams work alongside …companies and industries to guide The objective: increase their economic producers,… them towards the most suitable quality competitiveness and promote the strategies: the SIQO (Quality and Origin) territory. certification, collective approach, regional banner, etc.
“We contacted AANA when we first began thinking about Our expertise: applying for SIQO (Quality and Origin) certification. Discussing it with them reassured us in our decision to choose an PDO (Protected Designation of Origin) for SIQO: our pork and they made us realise the need for being application for recognition, organised the right way in terms of the industry, in specifications order to fully commit to applying for recognition.“ Mickaël Delanotte - Cul Noir Limousin pig breed cooperative
Industry Diagnosis: structuring, development
Labelling: “For years, Arcachon Bay oyster farmers had been thinking about how to join forces to create value for their training, regulations products. AANA helped us draft the specifications, and ensured the feasibility of the approach.” Collective brands: Thierry Lafon - President - CRCAA (Regional Committee of Arcachon Shellfish Farming) charter and specifications
Taste: sensory descriptors, evaluation grids
Environment: agroecology, eco-design
Regulations: regulatory watch, hygiene guidance and traceability
Poitou-Charentes lambs.
8 NOUVELLE-AQUITAINE FOOD AND BEVERAGE AGENCY
To meet new consumer …SIQO-certified industries must now That challenge is also an opportunity expectations… take up a three-fold challenge: quality, to uphold their market shares on the respect for the environment and national and international level. The animal welfare. ECOQUALINA project, supported by AANA, follows those lines.
Ecoqualina is a two-year collective multi-industry approach driven by AANA. It is aimed at developing the eco-design of high-quality Bayonne Ham (PGI). industries, by integrating new criteria for improving environmental performance. The industries participating in AANA called on the know- the ECOQUALINA project: how of the Agri-food - Lamb: “Label Rouge” PGI CRITT (Regional Centre of - Cheese: Ossau-Iraty PDO - Pork: Sud-Ouest PGI Innovation and Technology - Ham: Bayonne PGI Transfer) in La Rochelle - Butter: Charentes-Poitou PDO and the ITERG (Oils & Fats - Prunes: Agen PGI industrial technology centre) - Oysters: “Label Rouge” Marennes Oléron PGI in Pessac, with financial support from ADEME (French Environment & Energy Management Agency) and the Nouvelle-Aquitaine region.
9 TAKING ACTION for food and beverage quality and innovation
• 295 certified products in Nouvelle-Aquitaine
Saumur* Anjou*
79 Melon du DEUX-SÈVRES Haut-Poitou
Haut-Poitou Volaille du Val de Sèvres Parthenaise POITIERS 86 VIENNE
Agneau du Poitou-Charentes Porc du Limousin Moules de Bouchot Chabichou du Poitou Pomme de terre 87 de l’Île de Ré Agneau HAUTE- Beurre VIENNE Charentes-Poitou Haute-Vienne 23 CREUSE Huîtres Salaisons Bœuf de 16 race Limousine CHARENTE Cassis de Saintonge Agneau du Limousin Huîtres Marennes Oléron Vins Charentais Porc frais LIMOGES Veau sous la mère 17 Pineau des Charentes CHARENTE- Veau du Limousin Moules de filières MARITIME Pomme du Limousin 24 Cognac 19 DORDOGNE CORRÈZE
Atlantique Chapon, Poularde Asperges du et Poulet du Périgord Agneau de Blayais Canard à Foie gras Périgord Pauillac du Sud-Ouest Marron Côtes de Périgord Corrèze Bordeaux Agneau du Périgord Pays de Brive Fine Bordeaux Médoc Canard et Foie gras Veau sous la mère Côtes de Bourg Saint-Émilion, Fraise du Périgord Huile de Noix BORDEAUX Pomerol, du Périgord Bordeaux Fronsac
Agneau 33 GIRONDE Bergerac Entre-Deux-Mers Noix du Périgord Côtes de Duras Graves Agneau Blanc doux Thézac-Perricard et liquoreux Côtes du Marmandais Agenais
47 Volaille Canard à Foie gras Bœuf de Bazas LOT-ET- du Sud-Ouest GARONNE Landes Pruneaux Bœuf Volaille de d’Agen Asperges Gascogne des sables Brulhois des Landes Landes Buzet Produits transformés Reine 40 de canard Fraise Claude LANDES Volaille des Landes Floc de Volaille Gascogne Armagnac Œufs Comté Tolosan Canard à Foie gras du Sud-Ouest Canard à Foie gras du Sud-Ouest Chalosse Gascogne
Viande et Abat Porc du Tursan Sud-Ouest Kiwi de l’Adour Bœuf de Chalosse Jambon de Kiwi Hayward Viande, Pacherenc Charcuterie, du Vic-Bilh Bayonne Salaisons Sel de Salies Béarn Piment de Béarn Blonde d’Espelette PAU d’Aquitaine Madiran Piment Doux Volaille du Béarn Viande et Abat de Blonde d’Aquitaine Irouléguy 64 Ossau-Iraty PYRÉNÉES Agneau de lait Jurançon ATLANTIQUES Kintoa & des Pyrénées Jambon du Kintoa Agneau
Tomme des Pyrénées
10 NOUVELLE-AQUITAINE FOOD AND BEVERAGE AGENCY
Strengthen partnerships on the • national and European level
Thanks to our unifying In this context, we assist in raising EU Our scope of intervention covers the position, AANA facilitates funds, such as Erasmus+, Interreg, En- whole project value chain: identifying joy, Cosme, etc. and finding European needs and emerging ideas, developing the emergence of cooperative partnerships (Universities, Clusters, bu- and drafting the project, raising appro- and collaborative projects. siness clubs, cooperatives, industries, priate funds, supporting project mana- etc.).. gement and follow-up.
Some examples ENJOY, it’s of partnerships from Europe ! Thanks to the ENJOY program, PDO Charentes-Poitou butter and Marennes- Oléron oysters will 100 % LOCAL begin developing The objective: develop the supply communication of local products to Bordeaux’s actions in China and fast food restaurants. Taiwan as from 2020.
Passeurs de culture (Purveyors of Culture) The objective: partner up 4 European countries (Portugal, Spain, Italy and France) Develop the skills of vocational school students in the field of food and local products as well as promote our gastronomic heritage.
Sharing on collaborative projects.
11 • And in the near future… Mobilise, share and A collaborative platform will make innovate: AANA plays it possible to compile and spread information, access trade databases, the role of conductor, and boost initiatives on major accompanying the different agricultural and agri-food topics: agricultural industries in their commitments and development.
- Quality and origin - Societal issues, ecological transition and trends - Territories, identity and products, gastronomy - Commercialisation, markets - Innovation
Discussions and brainstorming on the challenges of tomorrow.
12 NOUVELLE-AQUITAINE FOOD AND BEVERAGE AGENCY
ENHANCING our territory’s agri-food and agricultural products
Our calling: develop the reputation of Nouvelle-Aquitaine products and highlight their quality and diversity. As a land of gastronomy and friendliness, Nouvelle-Aquitaine has countless strengths to build on! Backed by an active industry strategy in favour of SIQO (Quality and Origin) certification, our territory is focused on excellence.
Meaningful collective • communication
In line with our regional …the collective marketing campaigns Those marketing campaigns state agricultural policy… conducted every year by AANA assert our values loud and clear: pride, the brand image of our products. authenticity, solidarity, accountability and ethics.
2019 AANA Marketing Campaign.
13 ENHANCING our territory’s agri-food and agricultural products
over 20 millions people reached over 500 000 digital ads Source : MédiaCompact
Producers meet-and-greet consumers during the Tuk-Tuk campaign.
Support industries in their • communication strategy
The objective: optimise each - Communication strategy: advice - Digital strategy: publications on industry’s communication and brainstorming regarding the social media, e-visibility on the communication themes and tools, website: www.produits-de-nouvelle- plan, via recommendations personalised based on their activity aquitaine.fr, web series, newsletters, for multi-channel and targets. brand content. communication. AANA provides know-how and - Media and press relations: press - Training courses adapted to each expertise. files, press conferences, influencer industry’s issues: social media, strategy. press relations, graphics software.
“In some cases, the training courses help us to insource the tasks, and consequently lower spending. The hands-on cases conducted make it easier to assimilate technical knowledge.” David Carpentier - AREOVLA (Pyrénées Milk-fed lambs & Périgord Lambs)
14 NOUVELLE-AQUITAINE FOOD AND BEVERAGE AGENCY
Organising meet-and-greets • between producers and consumers
Tradeshows and events – All kinds of wonderful stories are shared Our teams are available at a genuine showcases for our at tradeshows about people passionate number of regional and national about their work meeting curious, food- tradeshows and events. Here are a gastronomic heritage – are loving consumers. few we participate in: a unique opportunity for - Salon International de producers and artisans to The authenticity of products and the l’Agriculture – Paris introduce their products and pride of those who produce them: - Salon de l’Agriculture know-how to consumers. trade fairs are venues for exchanging views, sharing ideas and educating Nouvelle-Aquitaine – Bordeaux the palate. - Toques et Porcelaine – Limoges - Salon de la Gastronomie – Dedicated to the region’s agricultural Poitiers and agri-food industries and compa- nies, AANA makes it easier for produ- - Gastronomades – Angoulême cers to be present at events targeting - Salon International du Livre the general public. AANA provides: Gourmand – Périgueux - Le TukTuk Gourmand that criss- - Logistics and technical support crosses the Nouvelle-Aquitaine - Communication tools region - Organisation of demonstrations - Bordeaux Fête le Vin & Bordeaux and tastings Fête le Fleuve (Bordeaux Wine & - Awareness raising of quality River Festival) procedures and labels, educating - and more… the palate.
Raising public awareness during culinary demonstrations, International Agricultural Show in Paris.
15 ENHANCING our territory’s agri-food and agricultural products
• Awarding the excellence of local know-how The 2nd ranked French …the Nouvelle-Aquitaine “Concours of the annual sessions emphasises Competition behind the General Saveurs” highlights regional producers Nouvelle-Aquitaine departmental and artisans. territory. Agricultural Competition in terms of categories... Every year, over 1000 products The different medals – Gold, Silver, and recipes are in the running. The Bronze or the Jury’s Distinction – honour competition awards the best after blind gastronomic innovations, recipes tastings. and products as well as represent a selection criteria for consumers. They Thanks to the partnerships established increase sales and visibility of the with Departmental Councils, each award-winning products.
“We want to offer a high-quality farm product. What’s interesting about the competition is that we can perfect our cheese thanks to the jury’s constructive criticism.” La ferme des Vergnauds (23) - Goat cheese from Limousin farm
“The first time we participated, our beer won a Silver medal. It’s a wheat beer with delicate aromas and strong bitterness. We reaped great benefits from the award and the sales of that beer doubled. The whole company gained in visibility and recognition.” Brasserie Gasconha (33) - Craft beer
Beer tasting during the Nouvelle-Aquitaine “Concours Saveurs” - Agen.
• Educating the palate now and in the future Tradeshows are the opportunity Our academically-accredited partners schools (i.e., agricultural, maritime, to chat with families and go on assignment to schools. hospitality), tomorrow’s professionals are the ones now being made aware of make children more aware of Their missions are aimed at educating the region’s gastronomic heritage. product quality: AANA also children’s palates. In vocational actively conducts educational initiatives targeting young learners.
16 NOUVELLE-AQUITAINE FOOD AND BEVERAGE AGENCY
FACILITATING market access
The strength of collective actions is a source of lasting synergy.
The objective: contribute Regional companies need to canvas and to developing the sales meet buyers and distributors as well as invest and consolidate their markets. and market opportunities To help them do that, AANA acts as a of Nouvelle-Aquitaine’s facilitator for their local, national and agri-food companies and international development. producers.
Raising the profile of our products • and know-how in France and abroad
AANA has developed a range AANA organises the collective presence - Communication – Promotion: of services to collectively of companies under the Pavillon of group stands, press relations, Nouvelle-Aquitaine label: social media optimisation (SMO), support regional companies etc. on their markets in France - Organisation of get-togethers – - Events: culinary demonstrations, and abroad. events – BtoB or BtoC turnkey food-wine pairing, open tasting tradeshows: registration, areas technical and administrative support, order follow-up, group - Market entry: concept stores for services and shared costs Maisons Sud-Ouest in China and So France in Singapore: to gain - Logistics support to facilitate visibility and boost trade. travel, management of regional consolidation of samples, etc. - Training courses – Information: “Market Access”, “Country” Days, social media… in association with our regional partners
Producers present their products to the attendees at the International Agricultural Show in Paris.
Meetings with professionals at the Sirha tradeshow in Lyon. 17 FACILITATING market access
Nearly 30 actions conducted every year Including over 25 abroad Nearly 700 companies involved a year
• Creating innovative sales models on the Asian market
Maisons Sud-Ouest France in China So France in Singapore store includes a wine bar, a tasting area and a retail space for sale of gourmet Since 2013, Maisons Sud-Ouest France The brand, created by AANA, ensures products. Gastronomy-related events have been distributing wines from French gastronomic heritage are held there on a regular basis (wine Bordeaux and the Southwestern is promoted abroad, especially tasting, cooking classes, wine-food France in major Chinese cities. A products for Nouvelle-Aquitaine. pairing, etc.). favourable environment for discovering and selling products, meeting Chinese A public-private partnership with InVivo For Nouvelle-Aquitaine produces, AANA consumer expectations as fully as Group led to the creation of the first provides logistics support for product possible. So France concept store in Singapore sourcing, brand deployment and in 2018. The bistro-gourmet grocery communication.
• Representing Nouvelle-Aquitaine in France and abroad We take part in over 30 events internationally and nationally. We also do “country spotlights” and product sourcing operations.
Tasting at the Bordeaux & Nouvelle-Aquitaine Wine Festival in Wuhan, China. So France, the bistro-gourmet grocery store, a venue designed for epicureans in Singapore.
18 NOUVELLE-AQUITAINE FOOD AND BEVERAGE AGENCY
Our flagship actions
VINEXPO New York, Shanghai,
Hong-Kong, Sirha - Lyon Paris, Bordeaux “The advantage of the collective means benefitting from the strength of an institution, and arriving at a well-designed, TAVOLA fully-equipped stand. And last but not least, building a Courtrai, Belgium network with regional colleagues that are nearby.” PROWEIN Hubert Candelé - Artisanal dairy products from the Basque Country Düsseldorf, Shanghai, Hong Kong, Singapour ANUGA Cologne, Germany Wine Tradeshows – Les vignerons réunis de Monségur (Winegrower Cooperative)
FANCY FOOD SHOW “I benefit from AANA’s support for the main wine tradeshows New York, USA for the export market. Those joint efforts give me good brand HONG KONG WINE FAIR visibility. But also makes procedures easier and provides Hong Kong better prices for shipping samples.” Valérie Gosselin Conche BORDEAUX & NOUVELLE- AQUITAINE WINE FESTIVAL Wuhan & Chengdu, China FOODEX Tokyo, Japan Huître 2.0 - Sud-Ouest Food Meeting (Oysters) – Bordeaux TAN JUI HUI “A very busy tradeshow. We made a huge number of contacts Chengdu, China with Japan, Paraguay, India, and Dubai. Lots of interaction. SIRHA Positive all-around! Having an international team like AANA’s Lyon, France was a big plus.” Johan Leclerre - MOF head chef BORDEAUX FÊTE LE VIN Bordeaux, France SIAL Paris, France PARIS AGRICULTURAL SHOW Paris, France
19 FACILITATING market access
• Helping companies with export regulations On request, our teams provide companies with personalised regulatory and technical support in the following fields.
Export support Label compliance: regulatory watch and Regulatory follow-up: recommendations watch, conditions of accreditation, health developments Label publication: regulatory watch, mandatory Registration assistance: indications in English procedures per country, appropriate channels of information
Audit and export regulatory recommendations: product regulations hygiene consulting Labelling expertise
Armagnac AOC.
20 NOUVELLE-AQUITAINE FOOD AND BEVERAGE AGENCY
Our organisation
• A collegiate, representative structure An agency dedicated to the …AANA brings together all the the region’s territories and industries region’s economic policy… professionals and representative into account when establishing entities concerned by the development annual strategic plans. of the agri-food and agricultural sectors in Nouvelle-Aquitaine. The presence of many operational partners within our different entities Its collegiate structure and allows us to cross-fertilise our actions representative Board of Directors make and consolidate our concerted, it possible to take the challenges of coordinated collective operations.
• The different bodies: the lifeblood of collective action AANA members are divided - Institutional members In all, there are over 150 into 8 bodies: - SIQO-certified agri-food and agricultural industries professionals in Nouvelle- Aquitaine dedicated to - Territorial quality approaches the collective action for - Wines and spirits the development of the region’s agri-food and - Export agricultural industry. - Qualified Individuals
- Associate members
Find all our members and partners on: www.produits-de-nouvelle-aquitaine.fr
21 OUR ORGANISATION
Governance
• Jean-Pierre RAYNAUD: President • Board • Board of Directors • General Meeting
General Management
Anne PALCZEWSKI • [email protected]
Deputy Managing Director in charge of communication
Julien TOUEILLE • [email protected]
Administration and Finance Department
• Gisèle FAUROUX: Manager of Administration and Finance [email protected]
Alexandra HERNANDEZ: Deputy Manager of Administration and Finance • [email protected]
• Sarah SOUDAIN: Accounting Assistant [email protected]
• Christelle LAUBUS: Administrative Assistant [email protected]
• Livie CHATEAU: Management Assistant [email protected]
22 NOUVELLE-AQUITAINE FOOD AND BEVERAGE AGENCY
Expertise Department
• Brigitte BONNET: Quality and Territories [email protected]
• Agnès SOULARD: Partnerships and Forecast Planning [email protected]
Companies (France and Export)
Marie Françoise GOULINAT: Department Manager • [email protected]
Emmanuelle FRAGNAUD: Marketing and Events • [email protected]
Julien LAYRISSE: Tradeshows, Events and FAFH • [email protected]
Céline CAZEAUX: Tradeshows and Events • [email protected]
• Jérémy BILY: Concept Stores and Regulations [email protected]
Communications Department
Marie LACOUR-DARRIBÈRE: Publishing and Press Relations • [email protected]
Isabelle PÉROCHE: Events, Taste and Education • [email protected]
Nathalie TAVARES: “Concours Saveurs” Nouvelle-Aquitaine • [email protected]
Léa REY LESCURE: Digital Strategy and Editorial Content • [email protected]
Julie FAUREL: Communication and Partnerships • [email protected]
23 www.produits-de-nouvelle-aquitaine.fr
HEAD OFFICE: BORDEAUX POITIERS OFFICE Maison de l’Agriculture Agropole et de la Forêt 2133, route de Chauvigny 6, parvis des Chartrons CS 35001 33075 Bordeaux Cedex 86550 Mignaloux-Beauvoir D. Formé-Bécherat, Constant Prigent, BNIA, Claude Audy, Aurélien AREOVLA, ADPAP, Adelap, crédits: // Photos inoxia.com 47. January 2020. Chambelland-CD Xavier Baudry, Pascal Anglade, Laetis-CRTNA, M. Kim Redler, iStock, Rozenbaum, Isabelle Guillemain-CRTNA, Tél.: +33 05 56 01 33 23 Tél.: +33 05 56 01 33 23