Born in 2022, Francine's sustainable development approach, called " RACINE ", was co-created with consumers (more than 2,000 in total), in line with the company's commitments to the environment. Link by GMP commitments.
As a brand that sets the benchmark for know-how, Francine also takes care to ensure that its customers know how to behave!
With this in mind, RACINE's challenge is to grow the brand to become ever more committed and responsible. To achieve this, its roadmap is based on 4 commitments:
Supporting the French agricultural model with the Francine wheat chain
The Francine agricultural sector
The Francine agricultural chain is above all more than 300 farmers belonging to the VIVESCIA Cooperative who are committed to producing wheat in compliance with stringent specifications (minimum level 2 environmental certification). As a result, Francine has been promoting this approach on its T45 wheat flour pack since February 2024. Thanks to this approach, consumers can make an informed choice in favor of more responsible agriculture.
What farmers say
Mathilde, farmer in St Quentin le Petit (08)
" It's a real source of pride to be part of this industry. It gives meaning to our profession. We produce wheat knowing the final destination of the product, which is Francine, a brand that is now universally acclaimed. For me, this reflects my values. Francine gives meaning to our work. The brand speaks to our neighbors, to our family... It's a real source of pride to cook with products in which we've played a part ".
Bertrand, farmer in Pars-les-Romilly (10)
" Making the link, from field to table, and seeing the pride of those around us is what gives meaning to our daily lives. We produce, we process locally and we consume in France ".
Xavier, farmer in Vassimont-et-Chapelaine (51)
"For us farmers, the Francine wheat chain means pride in knowing that we're making a sustainable contribution to the French diet.
Our packs feature 100% French wheat
Today, by selecting quality French wheat and working with the milling expertise of Grands Moulins de Paris, the brand has preserved and strengthened its know-how. So, from classic flours to special blends, the complete Francine range is designed to meet every need.
100% of our wheat is grown in France (excluding wheat gluten), and 100% of our flour is produced there!
To highlight this expertise and its historic French roots, the brand has redesigned the packaging of its three flagship products "Blé", "Fluide" and "Suprême" to emphasize the origins of its wheat and the location of its mills and workshops: France.
At the same time, limiting the environmental impact of our packaging while maintaining its preservative properties and practicality is one of the key points of this pillar. In concrete terms, we are working to reduce weight, improve recyclability and source materials.
Also to come: a new advertising campaign to reinforce the emphasis on French origin, to be broadcast from the end of October 2025.
5 new Francine preparations that promote local French roots and quality ingredients
The 5 new recipes in the Francine Preparations range are made with flours from our regional mills, produced from French wheat grown close to home. They also include ingredients selected for their quality and origin (fair-trade cocoa, Bourbon vanilla from Madagascar, free-range eggs). What's more, all our products are produced at our Briare site in the Loiret region (45): a real source of pride, and one that's highlighted on our packaging!
Promoting better eating
Every day, Francine is there for everyone in the kitchen! Whether you're a novice or a seasoned chef, creative or lacking in inspiration... Francine offers advice, recipe ideas and other tricks of the trade so that cooking doesn't have to be a headache! This service is available 24 hours a day via the website, which now features more than 2,000 recipes available free of charge, and the brand's social networks, which are going from strength to strength: Francine launched itself on Tik Tok this year, for example, and at the same time enriched its website with some thirty recipes to meet the new needs of the French.
Anti-waste, an everyday value
Throughout the entire life cycle of her products, from mill to kitchen, Francine works to limit waste.
Limiting the environmental impact of our packaging while maintaining its preservative properties and practicality is one of the key points of this pillar. We are working on reducing weight, improving recyclability and sourcing materials.
For the 2024-2025 financial year, we have removed UV varnish from 15 bag references to improve their recyclability. This choice also reduces the weight of each sachet by 1%, i.e. a saving of 3.5 tonnes of varnish per year (calculation based on 2024 volumes). In short, less material, less waste, more circularity!
"Since 2021, all our Francine paper bags and cardboard cases have been FSC-certified. If we take a step back and look this time at all our Francine packaging combined, more than 90% of our volumes are concerned by certification.''
Marie-Aude Lebrun, Marketing and Communications Director
Combating food insecurity
Francine, with the VIVESCIA solidarity chain, from wheat donation to distribution, has been supporting the Food Banks for over 3 years now. As a result, in 2024, 100,000 packs of Francine were distributed in this way, covering ¼ of the annual national needs of the Food Banks.
