Launched in 2022, Francine's sustainable development initiative, called " RACINE," was co-created with consumers (more than 2,000 in total), continuing the company's commitment to Link by GMP .
As a benchmark brand for its expertise, Francine also pays close attention to 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 based on four commitments:
Supporting the French agricultural model with the Francine wheat industry
The Francine agricultural sector
The Francine agricultural sector is primarily made up 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, Francine values this approach and has been highlighting it 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' words
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 work. We produce wheat knowing that the final destination of the product is Francine, a brand that is now widely acclaimed. For me, this reflects my values. Francine gives meaning to our work. The brand speaks to our neighbors, our families... It's a real source of pride to cook with products that we have helped to produce."
Bertrand, farmer in Pars-les-Romilly (10)
" Connecting the farm to the table and seeing the pride of those around us is what gives meaning to our daily lives. We produce, process locally, and consume in France."
Xavier, farmer in Vassimont-et-Chapelaine (51)
" For us farmers, the Francine wheat industry means we can take pride in knowing that we are contributing to feeding the French population 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 been able to preserve and strengthen its know-how. From classic flours to special blends, the complete Francine range is designed to meet all needs.
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 historical French roots, the brand has redesigned the packaging of its three flagship products, "Blé," "Fluide," and "Suprême," to further emphasize the origin 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, the work focuses on reducing its weight, improving its recyclability, and sourcing materials.
Also coming soon: a new advertising campaign to further highlight the French origin of the product, to be launched at the end of October 2025.
5 new Francine mixes that highlight French local roots and quality ingredients
The five new recipes in the Francine Preparations range are made with flour from our regional mills, produced from French wheat grown as close as possible. In addition, they contain ingredients selected for their quality and origin (fair trade cocoa, Bourbon vanilla from Madagascar, eggs from free-range hens). What's more, all these products are made at our site in Briare in the Loiret (45): something we're really proud of and highlight on the packaging!
Promoting better eating habits
Every day, Francine helps everyone in the kitchen! Whether you're a novice or an expert, creative or lacking inspiration... Francine offers advice, recipe ideas, and other tips every day to make cooking a breeze! This service is available 24/7 via the website, which now features more than 2,000 recipes available free of charge, and the brand's social media accounts, which are constantly growing. For example, Francine launched on TikTok this year and has added around 30 recipes to its website to meet the changing needs of French consumers.
Anti-waste, a value rooted in our daily lives
Throughout the entire life cycle of its products, from the mill to the kitchen, Francine works to limit waste.
Limiting the environmental impact of our packaging while maintaining its protective properties and practicality is one of the key points of this pillar. Work focuses on reducing weight, improving recyclability, and sourcing materials.
So, for the 2024-2025 financial year, we have removed the UV varnish from 15 types of bags to improve their recyclability. This decision also reduces the weight of each bag by 1%, saving 3.5 tons of varnish 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 volumes are covered by the certification.”
Marie-Aude Lebrun, Director of Marketing and Communications
Combating food insecurity
Francine, together with the VIVESCIA solidarity chain, from wheat donation to distribution, has been supporting food banks for over three years now. As a result, in 2024, 100,000 Francine packages were distributed, covering a quarter of the annual national needs of food banks.
