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Val-de-Loire: a meeting with ODGs on creating value for SIQO products

The Val-de-Loire territorial delegation of the INAO organized a meeting with local ODGs on Tuesday, March 25, 2025 at the Indre-et-Loire Chamber of Agriculture. Discussions focused on the theme of "Creating value from products under official quality and origin identification signs".

Temps de lecture : 5 minutes

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Durability Val-de-Loire
Photographie prise lors de la réunion régionale du 25 mars organisée par la délégation territoriale Val-de-Loire
Photographie prise lors de la réunion régionale du 25 mars organisée par la délégation territoriale Val-de-Loire à Tours.

Value creation is an essential issue for promoting local know-how, guaranteeing fair remuneration for operators and raising public awareness of the importance of consuming quality products. The meeting was an opportunity to exchange views on the successes and difficulties encountered by ODGs, and collectively identify levers for adaptation in a changing context.

Intervention de Remi Lecerf du groupe Carrefour lors des rencontres régionales des ODG du 25 mars dans le Val-de-Loire.
Intervention de Remi Lecerf du groupe Carrefour lors des rencontres régionales des ODG du 25 mars dans le Val-de-Loire.

The morning was devoted to testimonials from players in the SIQO sector. Remi Lecerf, from the Carrefour group, spoke about the role of retailers in promoting SIQO products, and raised the question of how to adapt to the market, stressing the need to present SIQO products as a sustainable approach that goes beyond qualities linked to taste, terroir or know-how. Philippe Olivier, master cheesemaker, on the other hand, advocated tradition in the light of growing consumer interest in SIQO cheeses, with a search for "natural" products and excellence, and a need for product explanations.

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Jean-Stéphane Blanchard (AgroQualité) presented the Pays de la Loire quality sector federation, to which 13 ODGs belong to carry out joint promotional actions. Ophélie Ragot (ODG Vendée Qualité), explained the advantages of a multi-product (11 sectors) and multi-SIQO (43 specifications) ODG, particularly in terms of monitoring and coordination (7 FTEs) and added value (€1.2 million in sales). Olivier Beucherie highlighted the lack of accessible data on the value indication of SIQO products, and asked about the economic model for value creation. INAO presented the results of its communication campaign aimed at the general public, and its plans for the future.

Workshops to discuss concrete challenges

In the afternoon, 6 participative workshops enabled ODGs to study concrete examples of problems linked to value creation and to make concrete proposals for courses of action. The proposed themes were:

  1. The difficulties of adding value to a Label Rouge (Rosier), and the observation of a loss of market momentum
  2. The difficulties of mobilizing operators in the governance of an ODG
  3. How to assert the superior quality of Label Rouge in an increasingly competitive market context
  4. HR issues within an ODG: how to ensure effective and sustainable leadership?
  5. How to develop markets and gain access to PGI and Label Rouge collective catering?
  6. How to develop promotion with a limited budget (increase resources and lower-cost actions)?

A plenary restitution enabled participants to share their analyses of the action leads retained by the "customer" ODGs.

Atelier organisé lors des rencontres régionales des ODG organisées le 25 mars 2025 à Tours.
Atelier organisé lors des rencontres régionales des ODG organisées le 25 mars 2025 à Tours.

The day was concluded by Mr. Philippe Brisebarre, President of the INAO Permanent Council.

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