{"id":30954,"date":"2020-06-26T11:03:24","date_gmt":"2020-06-26T09:03:24","guid":{"rendered":"https:\/\/www.monaco-tribune.com\/2020\/06\/frances-perfume-capital-seeks-recognition-for-its-original-flowers-and-plants\/"},"modified":"2020-06-26T11:05:08","modified_gmt":"2020-06-26T09:05:08","slug":"frances-perfume-capital-seeks-recognition-for-its-original-flowers-and-plants","status":"publish","type":"post","link":"https:\/\/www.monaco-tribune.com\/en\/2020\/06\/frances-perfume-capital-seeks-recognition-for-its-original-flowers-and-plants\/","title":{"rendered":"France&#8217;s perfume capital seeks recognition for its original flowers and plants"},"content":{"rendered":"\n<p><strong>Origin and authenticity. The two most essential features in French culture. It seems that Pays de Grasse may soon receive formal, nationwide recognition for the cultural importance of their flowers and plants in France\u2019s fragrance industry.<\/strong> <\/p>\n\n\n\n<p>The National Industrial Property Institute (INPI) is examining their application for a Geographical Indication label, and, following a public inquiry, should deliver its verdict in September. A Geographical Indication label (or a GI) is the coveted seal that recognises the intellectual property of some of France\u2019s cultural giants \u2013 wine, cheese, perfume.<\/p>\n\n\n\n<p>Showing off Pays de Grasse\u2019s heritage and history in their cultivation of plants and aromatics used in perfume worldwide \u2014 this is what is at stake now that they have applied to the INPI for Geographical Indication, driven by the group <a href=\"https:\/\/www.fleurs-exception-grasse.com\/?page_id=664\">Fleurs d\u2019exception du Pays de Grasse<\/a> to recognise \u201cl\u2019Absolue\u201d, an essence extracted and used in perfumes, scents and cosmetics. Products which could be certified with a GI have to meet two criteria: they must be made from plants grown and processed in a specific area. To draw out this zone, Armelle Janody, president of Fleurs d\u2019exception, conducted historical research on the cultivation of these plants. \u201cIt goes from Vence to Fayence, including villages south of the Alpes-de-Haute-Provence. It also includes two plant growers in Carnoules and Puget-Ville who have historic contracts with manufacturers in Grasse.\u201d These horticulturalists are all based in the \u201cpetit pays grassois\u201d (little Grasse country), the historical home of the industry since the 18th century. Centifolia rose, jasmine, mimosa, lavender, the list goes on; in all, around thirty quality plants have been included in the GI application.<\/p>\n\n\n\n<figure class=\"wp-block-embed-instagram aligncenter wp-block-embed is-type-rich is-provider-instagram\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.instagram.com\/p\/B2twDmpobo_\/?utm_source=ig_web_copy_link\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Facing off numerous challenges since 1950&#8217;s<\/h2>\n\n\n\n<p>This recognition comes two years after they were put on the UNESCO Intangible Heritage List, acknowledging the farmers\u2019 work in growing these plants and the manufacturers who transform these plants into various fragrances. As an excellent basis to revitalise this industry which fell into oblivion after the Second World War, Armelle Janody can appreciate the difficulties that perfume creators have gone through. \u201cIt was tough for production from the 1950s onwards with the arrival of synthetic materials as well as the rising price of agricultural land and arrival of foreign competition.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Finding solutions to make plant growers\u2019 livelihood more secure<\/h2>\n\n\n\n<p>It certainly is a context which would push producers to diversify. In 2006, Carole Biancalana and S\u00e9bastien Rodriguez, plant growers, refused to see their business go under and thus created the group Fleurs d\u2019exception du Pays de Grasse. \u201cWe aim to put the spotlight back onto Grasse\u2019s products and find solutions to make plant growers\u2019 livelihood more secure.\u201d To do this, the association has launched several missions; not only are they seeking world heritage from UNESCO and the Geographical Indication label, but they also represent growers at major trade shows, and assist new project leaders. Even if there is still a long way to go, Armelle Janody seems confident. \u201cWe have made good progress, the demand for perfume plants has increased, we have seen a returned interest from finished product companies like LVMH, and we have trained about twenty producers who have been able to set up or replant.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed-instagram aligncenter wp-block-embed is-type-rich is-provider-instagram\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.instagram.com\/p\/B2tnvhJoH07\/?utm_source=ig_web_copy_link\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Ensuring a safe future for local know-how <\/h2>\n\n\n\n<p>With the potential approval of the Geographical Indication, the whole sector should benefit from its effects. \u201cIt is a process used by farmers to label an industrial process, that of the growers. They all have the same goal, as do the whole industry and territory. All with the support of local authorities.\u201d C\u00e9cile Mul, President of the <a href=\"https:\/\/www.gazignaire.com\/en\/groupe\/\">Mul Group<\/a>, which owns two processing companies, Jean Gazignaire and Sotraflor, confirms \u201cas a manufacturer, this will enable us to highlight our origins. It\u2019s a way of answering consumers\u2019 questions and promoting the heritage of the area, which has a significant history in production and processing.\u201d\n\nIt is a way of responding to a demand for ever-greater transparency, traceability and the ever-important factor of region. C\u00e9cile Mul continued, asserting that \u201cthe aim today is to take on board the whole chain, even the jobs behind the scenes. We hope to enhance the value of agricultural work, but also all those that gravitate around them, such as glassmakers, boilermakers, etc. We are refocusing on local and regional commitments by the industry so that it can include training in its development.\u201d And to thus ensure the sustainability of an exceptional industry and its know-how.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Origin and authenticity. The two most essential features in French culture. It seems that Pays de Grasse may soon receive [&hellip;]<\/p>\n","protected":false},"author":34,"featured_media":30948,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1825,243,251],"tags":[2827],"post_sectags":[],"post_format":[2465],"class_list":["post-30954","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-editors-choice","category-news","category-whats-on","tag-fashion-en","format-in-brief"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>France&#039;s perfume capital seeks recognition for its original flowers and plants<\/title>\n<meta name=\"description\" content=\"Origin and authenticity. The two most essential features in French culture. 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