In a global context where food disorders are becoming a major preoccupation in terms of public healthcare and the associated costs, Vitagora brings an original vision offering solutions at the crossroads of the notions of Taste-Pleasure and Nutrition-Health
The attitudes and eating habits of the French seem to constitute a part of the solution (the famous French Paradox). Vitagora bases its actions on the significant gastronomic, oenological and culinary heritage of the Burgundy and Franche-Comté regions, as well as their unique knowledge base in terms of sciences and technology transfer.
Burgundy’s agro-food industry has a number of well-known strengths in several sectors (condiments, wheat milling, wines and spirits, dairy products etc.). Its rapid progression in recent years in terms of total revenue and export earnings – export figures twice France’s regional average – bear witness to its ambitions.
In addition to being a region of tradition and worldwide acclaim, Burgundy is also a region of certified quality and labels of origin (Burgundy wines, AOC cheeses, Charollais beef, Bresse chicken), and a high-performing agro-food industry. The figures for revenue and job creation in this sector are progressing at a faster rate than the national average. The third biggest employer in the region, this sector boasts more than 15,500 jobs, and rising.
Franche-Comté is the most industrialised region in France, in terms of the proportion of jobs, and the agro-food industries are well represented, mostly by small and medium-sized companies.
Through the production of its cheeses, meat-based goods, wines and alcohols, the agro-food industry is a showcase of Franche-Comté’s know-how. The region is the holder of several official labels of quality for its products, including 6 wine AOC labels, 5 AOC cheese labels, 5 red labels and 10 or so certifications of product quality with, for some, an IGP (certification attributed to certain products from a specified geographical zone).
However, the international image of these two regions, reflecting through their products France’s considerable gastronomic heritage, is no longer a sufficient base on which to build their economies. These two regions have been among the first in France to grasp that the agro-food industry’s battle for market share in the 21st century would not be won with the same products as for the 20th century: neither consumers, nor are the authorities now satisfied with a mere reminder of traditions, heritage and labels of origin.
The growing awareness of world-wide food-related pathologies – of which the “obesity epidemic” is one of the main manifestations – has provoked a significant change in the behaviour of authorities and consumers.
The health claims of food products are becoming a major factor in the choices of consumers, but they are being regulated more and more closely.
Since 1992, the US Food and Drug Administration have been encouraging health claims of food products. This policy has been accompanied by a tighter control of the validity of these claims. In France, the government has stated its position through the “Plan National Nutrition Santé” (PNNS) which underlines the scope of the problems faced by public healthcare and anticipates several measures designed to promote the nutritional values of foodstuffs.
The presence of healthcare professionals within the Health & Nutrition company cluster of Vitagora constitutes a major strength in terms of expertise for the overall dynamic of the pole. The initiation of the visionary concept of “Nutrition Valley” adds additional weight, from a relevant scientific viewpoint, at the crossroads of Health and Nutrition.
However, these new products will only gain market shares if they also bring the consumer the pleasure that he is unwilling to give up. For the agro-food and pharmaceutical industries, the link between food and health has become a major area of innovation.
For an industry mostly made up of small and medium-sized structures, the significant R & D investment required by this fast-moving market can only be realised if the costs are shared and partially covered by public funding. In this context, the unifying action of Vitagora represents a considerable advantage for the economic makeup of the Burgundy and Franche-Comté regions.
The development of this new generation of products requires the integration of complementary expertise, in 6 main areas: Agronomy The sciences of taste The sciences of nutrition and health Cutting edge conditioning techniques Process engineering Consumer behaviour and evolving international regulations
Whether it is a question of bread, burgundy wines, baked goods, condiments or fruit and vegetables, thanks to this integrated approach, innovation is emerging at all stages of production, from the field to the table.
The taste-nutrition-health strategic positioning also integrates the new technological advances of the “logic of the living” for quality food production for all ages, from children to seniors.
Thanks to this integrative and cross-disciplinary approach, Vitagora provides both value creation and additional improvements for consumers and the environment.
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