In recent years, and especially with the current crisis, more and more brands of every kind have been clearly claiming “Made in France.” More or less discreetly, with a short line on the back of the bottle or a huge French flag on the label, they proudly highlight the fact that they are French and that they keep our country’s economy running.

But what are these claims really worth? How can you tell if a product is truly French?

Our team has looked into the subject and is sharing everything we know!

What does Made in France really mean?

In practice, “made in France”, meaning “manufactured in France”, can be obtained fairly easily, and that doesn’t necessarily mean the product is truly French. It mostly means that the manufacturing took place in France, but not necessarily that the raw material itself comes from France. What’s more, a brand can claim French manufacturing even if only the final stage of assembling the product was done in France!

We need to go further when it comes to buying French

In our view, French manufacturing, or assembly in France, is clearly not enough. At a time when consumers need transparency and when our country’s economy needs to be revived, it is vital, whatever the company’s field of activity, to go further than manufacturing alone.

To do that, we have to go back up what is called the value chain. This is all the steps leading to the creation of a product.

For our natural shampoos, for example, the value chain breaks down like this:

Formulation > Bottles + pumps > Each raw material > Manufacturing > Packaging > Logistics > Shipping

What is the crux of the matter?

As you will have understood, much more than manufacturing, it is everything else that needs to be relocated. For us, it is the ingredients, or raw materials, that must at all costs come from as local a source as possible: to support the French economy, but also to reduce the carbon impact of importing them.

Since many know-how skills have already been offshored, or have sometimes never existed in France at all, it is obviously no easy task to find them in France. Sometimes, you have to resign yourself to looking a little, or even a lot, further away. That is the case for our natural cleansing agents, which, despite our efforts, we did not find in France. We therefore chose to look for them in Germany and Italy, two reliable neighboring countries.

What matters, then, is doing the best you can, and always being transparent with your customers. Knowing that, of course, not everything is always perfect, or perfect the first time.

How do you know if a product is truly French?

It’s a bit of a trick question, because there is no perfect answer. To begin with, it depends on how transparent the company is. The more details a company gives you about where each part or ingredient comes from and where the product is made, the more you can know that you can trust it.

Don’t be fooled by the little French flags on labels! As you will have understood, they don’t prove much.

The Origine France Garantie label

There is a label that is recognized in France as a guarantee of a product’s French origin. To obtain it, a company has to undergo an audit and prove that:

1. The product takes on its essential characteristics in France (in other words, it is produced in France)
2. More than 50% of the unit cost price of the product comes from France

In full transparency, LAO is not currently eligible for this label, because the ingredients we had to source in Italy & Germany are so expensive that they keep us from reaching 50% of the unit cost price in France.

I believe these criteria were chosen deliberately, and I respect that, even though I still think it’s a pity that the approach as a whole is not taken into account. That is why I call on consumers, in every case, to be as vigilant and as well informed as possible!

But what about the price?

It has to be said: making your products and sourcing your raw materials in France comes at a price, and it isn’t always cheap. However, by buying French, you

• Ensure the quality of what you buy
• Support your country’s economy, since the more companies we have working with French companies, the more jobs will be created and the more factories will reopen
• Reduce the environmental footprint and carbon impact of importing the ingredients in your everyday products

... and the more we buy French, the more quantities will grow, and the more quantities grow… the more prices fall!

In short, it’s a virtuous circle that will benefit everyone in the long run and, in the short run, benefits you in terms of quality!

And by the way, buying French or local doesn’t always cost more! It depends on the type of product.

In conclusion

Admittedly, manufacturing in France is already a step. But it is also a widespread marketing argument that can mislead consumers into thinking the product comes entirely from France. As you have seen, the reality is more complex and nuanced.

We hope this article has taught you something and given you the tools to take a critical look at what brands put forward to win you over!

For this article, we decided to share with you a small selection of reliable French companies, and above all transparent ones, that we would like to highlight!

List of reliable French brands

Women’s and men’s clothing

Le Slip Français > Clothing, underwear and accessories
One of the French companies that helped bring the textile industry back to France, thanks to its founder Guillaume Guibault.

1083 > Jeans and pants
The name of this brand refers to the maximum distance between you and the place where the product is made. A committed brand, created by Thomas Huriez

Kids

Les Mini Mondes > Recycled plastic toys and adventures for your kids

Joone > Diapers and cosmetics for moms and kids

Food

Bam&Co > Tasty, natural products: granolas, mueslis, hummus, savory snack crackers…

Joune Food > Snacks rich in prebiotics and omega-3s: oil, butter, cocoa spread…

Koovee > Edible cutlery