Premium meat communication needs to separate sensory proof from origin claims

France is preparing a new communication phase for beef, veal, lamb and pork carrying the Label Rouge and PGI designations. A call published on October 26 by Interbev, FIL Rouge and SYLAPORC seeks an agency to develop the programme for 2027, 2028 and 2029. The initiative includes communication around Concours Général Agricole awards, the Trophée National des Viandes d’excellence and the annual November fortnight dedicated to quality and origin.