Rapport nr - SIFO

12ture to a qualitative production thanks to the allowance of producers to have financial compensationsdue to the valorisation by the consumer of labelled products.The last modification concerning the regulation of PDO and PGI occurred on March 20th2004. This new regulation simplifies the procedures of demand and also is completely compatiblewith the WTO. The new regulation published by the European Union is more restrictivein sanitary safety, surpassing previous expectations in this field.The diversification of offer and the reduction of production costs resulted in an increase ofthe number of products available to the consumer and in a demarcation of the use of differentlabels, but also in close cooperation with hypermarkets which develop their own signs ofquality. Today 34% of French farms produce more than one labelled food product, and in2001 43% of French consumers knew about Label Rouge, 18% about Organic Label and 12%about the AOC (CREDOC-INC 2001).The number of labelled products increased substantially after this period, which resulted in astrong diversification and in an apparition of specialized brand such as “Reflet de France”(Carrefour) or “Nos regions ont du talent” (Leclerc). The concept of « Terroir» store brandconsisted of regrouping of several regional specialties under a store brand, which is increasingdue to the French agro-food market. Some brands use a lot of marketing efforts to differentiatetheir products. Concerning the valorisation of the labelled products, some unions ofproducers also use this method.The communication around the image “Terroir” was a lot of used, since it seemed to reassureconsumers on the origin and quality of the product, perhaps reminding them the level of qualityof products in the past and using its nostalgia to valorise the product.As we could see in this report, marketing attempted to explain what the decompositions ofthis “Terroir” image are, and thus, to be more efficient and to adapt the advertising campaignto reduce the cost of them.