{"id":12303,"date":"2025-10-20T15:43:51","date_gmt":"2025-10-20T14:43:51","guid":{"rendered":"https:\/\/lamarinabj.com\/?p=12303"},"modified":"2025-10-20T15:43:53","modified_gmt":"2025-10-20T14:43:53","slug":"exportations-agricoles-le-benin-confie-a-havas-paris-la-promotion-de-son-ananas-pain-de-sucre-en-france","status":"publish","type":"post","link":"https:\/\/lamarinabj.com\/index.php\/2025\/10\/20\/exportations-agricoles-le-benin-confie-a-havas-paris-la-promotion-de-son-ananas-pain-de-sucre-en-france\/","title":{"rendered":"Exportations agricoles : le B\u00e9nin confie \u00e0 HAVAS Paris la promotion de son ananas Pain de Sucre en France"},"content":{"rendered":"\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-red-color\"><strong>Agribusiness &amp; Com, La Marina BJ <\/strong><\/mark>&#8211; <strong><em>Le gouvernement b\u00e9ninois intensifie la valorisation de sa fili\u00e8re phare \u00e0 l\u2019international. Selon nos informations, l\u2019Agence pour la Promotion des Investissements et des Exportations du B\u00e9nin (APIEx) vient de signer un contrat avec HAVAS Paris, l\u2019une des principales agences de communication europ\u00e9ennes, pour conduire une vaste campagne de promotion en France de l\u2019ananas vert Pain de Sucre, produit embl\u00e9matique de l\u2019agro-industrie b\u00e9ninoise.<\/em><\/strong><\/p>\n\n\n\n<p>Cette initiative s\u2019inscrit dans la strat\u00e9gie nationale d\u2019exportation port\u00e9e par la Direction de la Promotion des Exportations de l\u2019APIEx, visant \u00e0 renforcer la pr\u00e9sence du \u201cMade in Benin\u201d sur les march\u00e9s europ\u00e9ens. La campagne, confi\u00e9e \u00e0 HAVAS Paris, a pour objectif de faire \u00e9voluer la perception du consommateur fran\u00e7ais vis-\u00e0-vis de l\u2019ananas b\u00e9ninois, souvent m\u00e9connu du grand public.<\/p>\n\n\n\n<p>D\u2019apr\u00e8s nos recoupements, la mission confi\u00e9e \u00e0 HAVAS Paris inclut la conception d\u2019un storytelling centr\u00e9 sur l\u2019origine, la durabilit\u00e9 et la douceur naturelle du Pain de Sucre b\u00e9ninois, appuy\u00e9 par une strat\u00e9gie d\u2019influence ciblant les circuits bio, la gastronomie et les distributeurs sp\u00e9cialis\u00e9s.<\/p>\n\n\n\n<h2 id=\"redorer-limage-apres-la-controverse-de-2024\" class=\"wp-block-heading\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-red-color\">Redorer l\u2019image apr\u00e8s la controverse de 2024<\/mark><\/h2>\n\n\n\n<p>Ce partenariat intervient un an apr\u00e8s un \u00e9pisode sensible survenu en juin 2024, lorsque plusieurs lots d\u2019ananas b\u00e9ninois avaient \u00e9t\u00e9 rappel\u00e9s en France pour d\u00e9passement de la limite autoris\u00e9e d\u2019un r\u00e9sidu chimique (\u00e9th\u00e9phon). Bien que les autorit\u00e9s b\u00e9ninoises aient rapidement clarifi\u00e9 la situation \u2014 rappelant que le pays conserve un profil sanitaire ma\u00eetris\u00e9 et que l\u2019incident restait isol\u00e9 \u2014 cette crise avait mis en lumi\u00e8re la fragilit\u00e9 r\u00e9putationnelle d\u2019un produit en phase d\u2019expansion sur le march\u00e9 europ\u00e9en.<\/p>\n\n\n\n<p>Le recours \u00e0 HAVAS Paris, acteur reconnu pour son expertise en communication de crise et en valorisation des produits d\u2019origine, marque ainsi la volont\u00e9 du B\u00e9nin de reconstruire la confiance et d\u2019installer durablement le Pain de Sucre comme une r\u00e9f\u00e9rence exotique haut de gamme. Les premiers axes de communication devraient s\u2019articuler autour d\u2019une campagne digitale et \u00e9v\u00e9nementielle dans les grandes m\u00e9tropoles fran\u00e7aises, avec des partenariats envisag\u00e9s avec divers acteurs du secteur.<\/p>\n\n\n\n<h2 id=\"une-filiere-soutenue-par-letat-et-labellisee\" class=\"wp-block-heading\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-red-color\">Une fili\u00e8re soutenue par l\u2019\u00c9tat et labellis\u00e9e<\/mark><\/h2>\n\n\n\n<p>Depuis 2020, la fili\u00e8re ananas fait l\u2019objet d\u2019un accompagnement institutionnel soutenu. Le gouvernement de la rupture a obtenu une Indication G\u00e9ographique Prot\u00e9g\u00e9e (IGP) pour le Pain de Sucre d\u2019Allada, via l\u2019OAPI, renfor\u00e7ant sa tra\u00e7abilit\u00e9 et sa protection sur les march\u00e9s internationaux. Des projets comme le TCP\/BEN\/3602 ont contribu\u00e9 \u00e0 am\u00e9liorer la comp\u00e9titivit\u00e9 de la fili\u00e8re et \u00e0 d\u00e9velopper des pratiques conformes aux standards europ\u00e9ens \u2014 production biologique, certification \u00e9quitable et appui aux coop\u00e9ratives de producteurs.<\/p>\n\n\n\n<p>Selon les estimations du minist\u00e8re de l\u2019Agriculture, la production nationale d\u00e9passe 450 000 tonnes par an, mais moins de 3 % des volumes sont export\u00e9s vers l\u2019Union europ\u00e9enne. L\u2019ambition gouvernementale est d&rsquo;accro\u00eetre la part de l\u2019export haut de gamme tout en consolidant la r\u00e9putation du produit dans les circuits de distribution s\u00e9lective.<\/p>\n","protected":false},"excerpt":{"rendered":"Agribusiness &amp; Com, La Marina BJ &#8211; Le gouvernement b\u00e9ninois intensifie la valorisation de sa fili\u00e8re phare \u00e0&hellip;\n","protected":false},"author":3,"featured_media":11296,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"csco_singular_sidebar":"","csco_page_header_type":"standard","csco_appearance_masonry":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"footnotes":""},"categories":[110,191],"tags":[325,41],"class_list":{"0":"post-12303","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business","8":"category-en-savoir-plus-2","9":"tag-ananas-pain-de-sucre","10":"tag-benin","11":"cs-entry","12":"cs-video-wrap"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - 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