In January 2021, Grands Moulins de Paris, a company of VIVESCIA cooperative group, unveiled its new brand platform, illustrated by a new visual identity and tagline: “un grain d’audace, un choix d’avenir” (a grain of audacity, a choice for the future).
This was an opportunity for the company to reaffirm its fundamentals and go beyond delicious products to embody three of its key commitments: transparency, truth, and meaning. This ambition is demonstrated in particular through the use of blockchain technology, which is now available on Francine’s organic flour.
The changing expectations of food industry stakeholders
Consumers have always had high expectations when it comes to food, but their priorities are now changing in line with changes to the society that we live in. Nowadays, trust and traceability are central to these expectations and many people (91%) are demanding more transparency on food products.
“These expectations are all the more pronounced during the unprecedented circumstances of an anxiety-inducing pandemic, when consumers need clear and accessible markers of truth,” highlights Pierre Garcia, Managing Director of Grands Moulins de Paris.
This need for transparency is also promoted by food manufacturers.
“The current climate of suspicion sometimes impacts industry stakeholders, despite their unrelenting efforts and work, which is not always valued at its true worth. Promoting and highlighting the commitment and know-how of farmers – and more generally, all the links in the food chain – by enabling consumers to travel back up the food chain, from fork to field, is becoming beneficial for everyone,”, Pierre Garcia continues.
