100,000 visitors are expected until Monday at the Paris Exhibition Center to visit a thousand stands highlighting local manufacturing.
A key word: «reindustrialization ». It is this ambitious theme that the show displays «Made in France» MIF Expo, the 12th edition of which begins in Paris this Friday. No less than 100,000 visitors are expected until Monday at the Parc des Expositions with the aim of highlighting French know-how. The curious will be able to visit more than a thousand stands, as well as a “craft village” with more than 200 exhibitors. Emphasis will also be placed on Corrèze know-how, a region highlighted for its commitment to local manufacturing, particularly via its label. “Corrèze origin”.
The flagship sectors of “French way of life” as luxury and gastronomy will of course be in the spotlight. The chocolatier Puyricard, the pasta manufacturer Lustucru and the whiskey brand Laferté will be represented among more than 200 brands. Walkers will also be able to discover an exhibition of French gloves, with brands like Givenchy, Carven or Louis Vuitton, but also a focus on the French leather industry, which has made Hermès famous, among others. But the show is also keen to highlight other sectors of the «made in France». “France doesn’t just make luxury bags and champagne”quips Fabienne Delahaye, founder of the salon. “There will be a wide variety of players united by the desire to manufacture as locally as possible, from the manufacture of radiators to bicycles to baby diapers”.
Specificity of this twelfth edition: the emphasis is placed on export. Many professionals from Japan, South Korea, the United States, Canada, Taiwan, Belgium and the United Kingdom will be present to identify possible French suppliers. “The show usually specializes in B2C, but we also want to promote B2B to help French companies find new international outlets”explains Fabienne Delahaye. Another stated ambition: to break the idea according to which the «made in France» is too expensive. “Jeans from the 1083 brand made in France cost between 99 and 129 euros, the same price as Levi's or Diesel jeans”recalls the founder of the salon. “The toothbrush brand Les Virtueux has even managed the feat of beating the prices of made in China, with a record price of 0.99 euros per unit.”
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For reindustrialization
And the show is growing: from 78 exhibitors ten years ago, there are now more than a thousand brands participating in the event. Some well-known companies such as Bic, Cacolac, and the tableware producer Duralex will be exhibiting for the first time. The pharmaceutical laboratory UPSA, the laundry detergent brand Bonux and the leather shoe care specialist Baranne have also been tempted. “It’s a real success for us”explains Fabienne Delahaye. “This shows awareness of the need to manufacture locally, both for employment and ecological reasons.”
However, there is still a long way to go for the «made in France». Its share in French final domestic demand for manufactured products lost 44 points between 1965 and 2019, going from 82% to 38%, according to an analysis by INSEE (National Institute of Statistics and Economic Studies) published in 2023 At the same time, the country has deindustrialized, posting a trade deficit of 82 billion euros over one year in August, after a record in 2021 with. 85 billion euros. “What is needed is political will”pleads Fabienne Delahaye. “Public procurement could further boost made in France, which often struggles to make itself known due to the reliable margins of SMEs which cannot devote a lot of funds to marketing.”
And in fact, the show has also become, over the years, a political meeting. Several members of the government are expected at the Porte de Versailles for the opening on Friday at 10 a.m., including the Minister Delegate for Industry Marc Ferracci, the Secretary of State for Consumer Affairs Laurence Garnier, the Minister Delegate responsible for Social and solidarity economy, Interest and Participation Marie-Agnès Poussier-Winsback or the Minister Delegate in charge of Rurality, Commerce and Crafts Françoise Gatel. Former Minister of the Economy Arnaud Montebourg and European MP Marion Maréchal are also expected on Friday afternoon. After a week punctuated by two large-scale social plans announced by Michelin and Auchan, the Minister of the Economy, Finance and Industry, Antoine Armand, planned to go there the next day at 10 a.m.
