Consuming “made in France”: the new reflex of households

The “made in France” label is on the rise. Appreciated by both companies and consumers, it constitutes an obvious financial added value. However, even if the figures are most encouraging, it is important to know how to do it correctly.

What the law says ?

In the strictest sense, French law does not impose any country of origin marking on a non-food product as long as it is manufactured within the European Union. The manufacturer can however choose to impose the “made in France” label, for its added value, if it respects the rules of origin as codified by the customs services. This means that if the components or raw materials of the same product are different and from different countries, this product can only have the “made in France” label in two cases:

• if 45% or more of the added value was made in France;
• if the last significant transformation was carried out in France.

Revealing figures

If companies love it, “made in France” also appeals to consumers. According to Ifop polls from 2017 and 2018, the figures speak for themselves:

• 85% of French people are interested in “made in France”;
• 75% of French people believe that the “made in France” label is a guarantee of quality for which they are ready to pay more;
• 93% of French people believe that “made in France” is a way of participating in the good health of the job market in France;
• 92% of French people believe that consuming “made in France” is a way of preserving their country’s know-how;
• 93% of French people think that buying “made in France” represents an act of support for French companies.

Consuming “made in France”, many advantages

From now on, “made in France” products accompany households on a daily basis. Even if their prices may be a little higher, they enter into a more global consumption approach where everyone finds their way. Indeed, consuming “made in France” has many advantages.

1. Preserve know-how

Buying “made in France” means above all promoting and preserving national know-how. Often resulting from regional craftsmanship, this know-how is still today the reputation and the essential foundation of certain French products. Calais lace or Marseille’s soap are very good examples.

2. Ensure traceability

Choosing “made in France” also means ensuring that you are consuming with confidence. Indeed, everything is traceable. So you know where each component comes from and you are certain of their quality. This perfect traceability is found absolutely everywhere. Food, decoration, pet shops, everything goes. This is for example the case of Caats cat food.

3. Reduce environmental impact

Even if it may seem obvious, buying “made in France” reduces your environmental impact. Products manufactured in France require distribution on shorter and closer channels than those from foreign countries. This means optimizing transport, distribution channels and logistical efforts and therefore lower energy consumption, and therefore less pollution.

Consuming “made in France” is also a respectful choice for the planet and the environment.

4. Support French companies

Buying “made in France” means buy local. This approach promotes and supports companies in the short circuit. It is an added value that also makes it possible to preserve local jobs, in an economic context characterized by the Covid-19 crisis.

The “made in France” label takes on even more meaning in this period of uncertainty when companies are suffering the impact of the crisis. Consuming “made in France” then becomes a civic act that promotes the country’s economy by supporting local businesses.

5. Buy quality

Mainly manufactured in France, “made in France” products must therefore also meet certain standards present in companies in the country. Anfor, NF, Afaq, all these standards are guarantees of quality. They strictly govern the quality and origin of raw materials. These also ensure reliable quality assurance of manufacturing processes and durability of the finished product. They therefore contribute directly and indirectly to the quality of “made in France”.

Recognition of our know-how

If “made in France” has many qualitative advantages, it is also the cultural and symbolic recognition of national know-how that is appreciated and valued. Explanations:

Understand the idea

In popular culture, there is often confusion between origin and provenance. Also, it is not uncommon for them to be differentiated. Thus, the origin corresponds to the last country of transit from which the goods come and not necessarily its origin. This corresponds to the country where the product originates, i.e. the place of origin where the product in question was manufactured.

It was then common to have misleading mentions. Labels such as “made in France” therefore also aim to avoid this kind of misunderstanding. Remember, however, that any false indication or statement intended to mislead the consumer about the real origin of a product constitutes a violation of the law.

Other value labels

Valuing the origin of products (and not their provenance!) is therefore a significant added value for a company. It is also a guarantee of quality for consumers. Finally, it is also the recognition of a clean, ethical and eco-responsible know-how of local crafts and traditions.

The success of the “made in France” label has made it possible to promote other distinctions that also highlight French manufacturing:

• geographical indications which are approved by the INPI and which associate a product name with that of a geographical area;
• the “Entreprise du Patrimoine Vivant” label, which rewards companies with excellent craftsmanship;
• the “Origine France Garantie” certification, which is issued by the Pro France association and concerns products for which 50% of the price was acquired in France;
• the France Terre Textile label, which is awarded to textile articles, of which at least 75% of the production operations are carried out in France.

Entering the life of the French for several years, the label “made in France” has never done so well. Companies make an added value while consumers derive substantial benefits. Guarantor of the preservation of know-how and defender of quality, this label has largely been able to pull out of the game.