Rapport nr - SIFO

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40quality in France. Perhaps the insurance of quality certified by Label Rouge was totally in accordancewith the expectations of consumers in this period.Figure 7.1 Study of CREDOC-INC 2001However, the appellations valuing tradition more than certification of quality were not so successful,and perceptions were not identical for all consumers. Young people were probably more influenced bythe media and without point of reference concerning quality compared to older consumers, and whoalso had only one solution to be insured of the quality- the certification by label (Figure 7.2).Figure 7.2 Relation between age and labels (Study of CREDOC-INC 2001)As seen in the previous figure, the older persons had a perception and some points of reference, developedby their own experience, and were less influenced by these food crises. Therefore, older consumersneeded less certification of quality. Although it is difficult to draw many conclusions from onlyone study and it seems important to emphasise the link between the consumer’s preference to havequality assurance during this period and the increase of Label Rouge’s success. However, this is notthe only explanation that can be made to explain the difference of notoriety between Label Rouge andappellations. For example, and as mentioned previously, appellations and labels do not concern thesame products. In fact Label Rouge can be possible for all products, even industrial products. Largebrands like “Poulet de Loué” can also have the Label Rouge if their quantity and means of transformationlook like more like at an industrial product than at a farming product. Having this type of product
Success 41combined with a very large quantity produced and a national area of commercialisation in all supermarketsallows Label Rouge products to be mass products concerning the quantity, but can also beproducts with sanitary and taste quality certificated.Although it is relatively new for appellations to be sold in supermarkets, a large portion of food purchasesis made in supermarkets (75% of food purchases concerning mass products). This differencebetween a national area of diffusion for the majority of Label Rouge products and a local area, due to ameans of distribution for appellations, influenced consumer perceptions, especially with the knowledgethat 80% of the French population live in towns (and approximately 10 million live in Paris).With this urban population structure, it is understandable that it can be difficult for city dwellers tohave easy access to local products.
Page 1 and 2: Project note No.10-2006Nicolas Ferr
Page 3: Project Note No. 10 - 2006Title Ant
Page 9: AknowledgementDr Virginie Amilien -
Page 13 and 14: SummarySince the food crisis of 199
Page 15 and 16: RésuméLa France produit de nos jo
Page 17 and 18: 1 Introduction“We cannot govern a
Page 19 and 20: 2 Agro-food industry2.1 Presentatio
Page 21 and 22: Agro-food industry 192.4 Terroir®
Page 23: Agro-food industry 212.5.1 The Prod
Page 26 and 27: 24Figure 3.1: Table LabelPDO in 200
Page 28 and 29: 26Figure 3.2Demand of PDO by union
Page 30 and 31: 28is mentioned on every bottle, tha
Page 33 and 34: 4 Management and Costs of Official
Page 35 and 36: 5 Distribution Areas and Networks5.
Page 37 and 38: 6 Promotion6.1. AdvertisingThe mean
Page 39 and 40: Promotion 37Even though Terroir and
Page 41: 7 SuccessTo evaluate the success of
Page 47: 9 ConclusionThe presence of a stron
Page 50 and 51: 48Agriculture and Human Values, Sum
Page 53 and 54: Appendix1. French safety regulation

Rapport nr - SIFO

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