France honored in Vietnam: economic diplomacy at the service of export
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In November 2017, Vietnam celebrates France for over a month, the quality of its products and its know-how. Explanations of this event unique in its magnitude which illustrates the stakes of an economic diplomacy.
From the main parlors of the supermarkets, to the main food fair, to cultural evenings and diplomatic conferences, Made in France will be honored during the month of November 2017 in Vietnam. "With its breadth and concentration of resources in a short time, this promotional event, aimed at both the professional and the Vietnamese consumer, is exceptional. Operation mobilizes the public authorities (Embassy, ministries, EU delegation), operators ( Business France , Sopexa , Adepta , CCIFV ), three interprofessions ( Cniel , FICT , Interfel), about twenty French companies, a research institute, the network of agricultural merit medalists and agronomy school students. We have a real card to play to know our know-how and expertise in the taste, quality and safety of our food products, "explains Frédéric Laffont, Project Manager Vietnam, Laos, Cambodia at the Ministry of Agriculture and Food: "We, the public authorities, are here to gather, to stick together and export together from the fork to the fork".
A fast-growing market, Vietnam is witnessing the emergence of a very demanding middle class in healthy and quality food products. Boosted by the recent market openings for apples, beef, live sheep and goats, France exported to Vietnam for 200 million euros in 2016.
In Hanoi for a year, Alexandre Bouchot, agricultural attaché, worked together with public authorities and the economic world to organize this event: "Vietnam concentrates many strategic points of interest for French agriculture and agri-food. Not only is it a market with great potential for our products and expertise but it is also a country whose policies are of strategic importance in the fight against climate change and in the global governance of agriculture and of food ".
An export strategy to promote French products and know-how
In recent years, economic diplomacy has developed to favor the flow of business of French companies abroad. With a budget of about 10 million, the Ministry of Agriculture and Food (MAA) provides through its strategic export financial support to national partners: Business France, Sopexa and Adepta. This budget allows them to organize collective promotion events for professionals and the general public at international level.Thus, in 2017, nearly 70 food and agricultural fairs hosted a France pavilion in partnership with the MAA, enabling French companies to collectively promote their products and know-how.
The ministry also has a role to promote the image of France via several campaigns of digital influences and a website in French and English (links: http://www.franceagroalimentaire.com & http: // www. .frenchfoodandbeverages.com ).