Launched in 2022, Francine’s sustainability initiative, called “RACINE,” was co-created with consumers (more than 2,000 in total), building on the company’s existing commitments Link by GMP of Grands Moulins de Paris.
As a leading brand known for its expertise, Francine also places great emphasis on its interpersonal skills!
With this in mind, RACINE’s goal is to grow the brand so that it becomes increasingly committed and responsible. To achieve this, its roadmap is built around four commitments:
Supporting the French agricultural model through the Francine wheat supply chain
The Francine Agricultural Sector
The Francine agricultural supply chain consists primarily of more than 300 farmers from the VIVESCIA Cooperative who are committed to producing wheat that meets strict specifications (minimum Level 2 environmental certification). As a result, this is an initiative that Francine values highly and has been highlighting on its T45 wheat flour packaging since February 2024. Thanks to this initiative, consumers can make an informed choice in favor of more responsible agriculture.
Farmers’ Voices
Mathilde, a 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 work. We grow wheat knowing that the final destination of the product is Francine, a brand that is now loved by everyone. For me, this aligns with my values. Francine gives meaning to our work. The brand speaks to our neighbors, to our families… It’s a real source of pride to cook with products we’ve helped create.”
Bertrand, a farmer in Pars-les-Romilly (10)
“Building a connection from farm to table and seeing the pride in those around us is what gives meaning to our daily lives. We grow our produce, process it locally, and consume it in France.”
Xavier, a farmer in Vassimont-et-Chapelaine (51)
“For us farmers, the Francine wheat supply chain gives us a sense of pride in knowing that we’re helping to feed the French people in a sustainable way.”
100% French wheat featured on our packaging
Today, by selecting high-quality French wheat and combining it with the milling expertise of Grands Moulins de Paris, the brand has successfully preserved and enhanced its expertise. From classic flours to specialty 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 deep-rooted French heritage, the brand has redesigned the packaging for its three flagship products—“Blé,” “Fluide,” and “Suprême”—to emphasize the origin of its wheat and the location of its mills and workshops: France.
At the same time, minimizing the environmental impact of our packaging while maintaining its preservative properties and practicality is one of the key focuses of this pillar. Specifically, our efforts are focused on reducing packaging weight, improving recyclability, and sourcing materials.
Also coming soon: a new advertising campaign to further highlight the product’s French origin, set to air starting in late October 2025.
5 new Francine products that highlight France’s local roots and high-quality ingredients
The five new recipes in the Préparations Francine line are made with flours from our regional mills, produced from French wheat grown locally. In addition, they feature ingredients selected for their quality and origin (fair-trade cocoa, Bourbon vanilla from Madagascar, eggs from free-range hens). Furthermore, all these products are made at our facility in Briare in the Loiret (45)—a source of genuine pride highlighted on the packaging!
Promote healthier eating
Every day, Francine helps everyone in the kitchen! Whether you’re a beginner or a seasoned cook, creative or lacking inspiration… Francine offers daily advice, recipe ideas, and other tips to make cooking a breeze! A service available 24/7 via the website—which now features over 2,000 recipes available for free—and the brand’s social media channels, which continue to grow: For example, Francine launched on TikTok this year and simultaneously added about thirty recipes to its website to meet the evolving needs of French consumers.
Reducing waste: a value deeply rooted in our daily lives
Throughout the entire lifecycle of its products, from the mill to the kitchen, Francine works to minimize waste.
Reducing the environmental impact of our packaging while maintaining its preservative properties and practicality is one of the key focuses of this pillar. Our efforts are centered on reducing its weight, improving its recyclability, and sourcing materials.
For the 2024–2025 fiscal year, we removed the UV coating from 15 bag models to improve their recyclability. This decision also reduces the weight of each bag by 1%, resulting in a savings of 3.5 tons of coating per year (calculation based on 2024 volumes). In short: less material, less waste, more circularity!
“Since 2021, all of our Francine paper bags and cardboard boxes have been FSC-certified. If we take a step back and look at all of our Francine packaging as a whole, more than 90% of our total volume is covered by the certification.”
Marie-Aude Lebrun, Director of Marketing and Communications
Combating food insecurity
Francine, through the VIVESCIA solidarity chain—from wheat donations to distribution—has been supporting food banks for over three years now. As a result, in 2024, 100,000 packages of Francine were distributed, covering one-quarter of the food banks’ annual national needs.
