Whilst it is THE showcase for the very best of France in terms of quality-labelled products, the Concours Général Agricole (CGA) also provides an insight into the hard work, commitment and passion of farmers and processors.
This competition takes place in Paris during the International Agricultural Show in February/March each year. And has done so for 155 years. That is no small feat. It showcases the very best in each product category, selected from regional shortlists under the supervision of government departments ensuring the independence and transparency of the various selection processes.
The figures speak for themselves: 20,703 samples from over 8,000 producers were received this year, including 13,000 wines. It is reserved for products whose main ingredient comes from French agriculture, as well as wines with a French AOC or IGP designation.
Over four half-days, 7,743 carefully selected jurors chose the very best wines to award medals to. It is a celebratory occasion bringing together industry professionals and (discerning) wine enthusiasts. But the matter remains very serious indeed when one considers that a medal leads to an average increase in turnover of 10.2%. This is a form of recognition capable of opening up new markets.
The CGA is moving with the times by accepting new categories: sauerkraut in 2024 (under PGI since 2018), non-alcoholic beer in 2025 and country bread in 2026. The Vendée brioche (under PGI since 2003) was in the testing phase and is very likely to be included in the competition in 2027. Other products are under consideration, such as snails, pasta and mussels.
Finally, for the past 20 years, the Award of Excellence has recognised exceptional mastery of craftsmanship for results achieved during the last three sessions of the CGA. Beyond the quality of the products, which must be awarded prizes for three consecutive years, consistency and reliability are essential for receiving the award.
The CGA is owned and regulated by the French Ministry of Agriculture. The Ministry monitors award-winning products to prevent counterfeiting. In addition to food and drink, it also covers pedigree animals and agroecological practices.
It is worth noting that one-day training sessions are organised by industry representatives for a (small) proportion of the amateur judges. These sessions combine an exploration of terroirs, the distinctive characteristics of the products and agronomy. Just what is needed to sharpen one’s senses and be ready for the big day.
Why am I telling you all this? Because I am a judge at the CGA.
Beyond the tasting itself, it is a hands-on immersion in what makes Geographical Indications so powerful: rigour, consistency, and above all the ability to transform a product into a genuine economic asset. Support for producer groups, GI organisations (PDO, PGI) and institutions aims to structure, promote and position their products in demanding markets: differentiation strategies, moving upmarket, market access, developing the product range and strengthening collective dynamics.
The aim is to make GIs not only symbols of quality, but genuine drivers of competitiveness and value creation. This is precisely what fascinates me — and what I am building alongside the value chains. And it was my motivation for joining the global oriGIn community, which makes this a priority for action.
More information on the competition: here
AKA ZEBRA is a consultancy specialising in value chain development strategy and the marketing of agri-food and natural products. More information : here
