Made in Local to boost territorial attractiveness
While the Made in France trade fair was being held in Paris in mid-November, the focus was on Made in Local.
Many local brand initiatives have been launched in France with high hopes, followed all too often by difficulties in implementing them. Club Attractivité de la Nouvelle-Aquitaine identified several of these initiatives and looked at the difficulties and diversity of Made in Local during a club session on 10 November 2022.
Some brands are supported by local authorities. This is the case with Origine Corrèze, created in 2019 by the French department of Corrèze and its economic partners – the Corrèze Chamber of Commerce and Industry, Chamber of Trade and Crafts, and Chamber of Agriculture. Other brands are supported by the private sector. For example, the C’est Creusois brand was created by four young entrepreneurs to promote local businesses and local expertise.
“Made in Local initiatives are often linked to territorial marketing approaches, and they are sometimes an important pillar of these approaches”, says Vincent Gollain, who will be speaking at the next National Meetings on Territorial Marketing and Identity on 6 and 7 March 2023 in Calais. According to Gollain, who is director of the economics department of Institut Paris Région, “there are several possible ways to promote local companies, expertise, products or sites through a Made in Local approach. It is therefore important from the outset to define the scope of this approach and to network with the professional community”.
