Skip to content


Webinar 19.5.2020

Coaching day - France

Webinar, 19.5.2020,  10.00-12.00

Register here

More info

Annaleena Soult

Program Manager, Food from Finland

annaleena.soult (at)


Roosa Siitonen

Project Coordinator, Food from Finland

roosa.siitonen (at)

Welcome to France coaching day organized by Food from Finland to hear about players, trends and drivers in France and how to best approach this market. After the training there is a possibility for individual virtual meetings with the speakers!

The topics of the day include

  • an overview of how Finnish food and drink is perceived in France, market opportunities and challenges
  • French market structure (retail + overview food service), trends and drivers, a  brief focus on online sales and trends
  • valuable information regarding the market entry process
  • individual virtual one-to-one meetings

The coaching day will be led by Ms. Martine Foulloy and Ms. Harriet Bernot/Set Up Partners from Paris, These ladies have an extensive experience in food business in France, both in buying processes and in introducing and promoting foreign products to the French market. Please see the detailed programme below.

A link to the webinar will be sent to all of the participants before the Coaching Day. The event is free of charge. 

Contents of the training 

10-12 Training session

  • Welcome words & France as Food from Finland's new target market, Annaleena Soult
  • Meet with Heidi Romu, Food from Finland team FranceHeidi Romu

Set Up Partners:

  • An overview of how Finnish food and drink is perceived in France and market opportunities and challenges:
    • Global perception of Finland
    • Food and drink clichés
    • Category expertise
    • Packaging
    • Maison Plisson case study
  • Retail market overview:
    • General Data France
    • Focus on food and drink trends and consumption
    • Market trends and drivers/evolution of organic/natural/healthy/free from ranges (some brands and private labels), as well as their specific new store concepts
  • Retail panorama:
    • Mainstream retail chains
    • Premium food halls
    • Key organic chains
  • Online sales and trends in France (top line data, specific online retailers etc.)
  • Entry route to France with pressure points and challenges
  • Horeca sector overview with a focus on premium offer and Rungis

Virtual one-to-one meetings (30 min)

  • A chance to pick their brains! A unique opportunity to ask all your questions and to screen your product range for France
  • The objective of these meetings is to:
    • Understand / evaluate the company profile and offer
    • Evaluate potential interest in France
    • Give feedback: product information will be sent to SetUp Partners beforehand via questionnaire (instructions to this will be sent later)
    • Recommend best routes to market
    • Answer any of your questions

! Please note that the date and time of these meetings will be agreed separately with Set Up Partners.

Why France 
  • Nordic countries (incl Finland) have a positive and qualitative image in France (Natural - Healthy - Pure - Premium quality - Safe) which fits with the trade demand and is particularly relevant at the moment
  • Nordic suppliers are also considered to be innovative (sustainability, environment etc)
  • France: 65 million consumers - A wide market for new foreign food products, especially in large cities (mix of population, expat, tourists...)
  • Strong focus on food and cooking with healthy / natural positioning
Abour the Speakers 

SETUP PARTNERS – Food and Drink Business Developers
SetUp Partners develop, set up and coordinate marketing, commercial and communication B2B projects in France, both for French and non-French companies with a unique focus on the food industry. In partnership with manufacturers / brands, retail and foodservice operators, tradeshows, trade bodies and institutions, B2B event organisers, SetUp Partners is committed to accompanying its clients from elaboration through to project launch.

Martine Foulloy

  • Founded SetUp Partners in 2014
  • 25 years' experience in B2B development in the food industry:
  • Director of Business Unit at Sopexa (International Trade Show Division – Food & Drink Promotional & Marketing Agency) - 13 years
  • Development and Management of a consultancy department (Food From Britain France) /co-direction of Food From Britain business in France
  • Creation and Management of European Sandwich & Snack Show in Paris
  • Internal Consultant, food and drink marketing agency (Agral)
  • Sourcing / Product Manager (purchasing) within European buying office Grand Union (US retail chain)
  • French (anglo saxon and international culture)

Harriet Bernot 

  • Joined SetUp Partners in 2018
  • Previous experience: 12 years' experience in the French food sector:
  • 7 years as a senior buyer and product manager for a premium French retailer Hediard –> management of all grocery sections (N°1 product range)
  • 5 years as a B2B consultant Food From Britain France
  • English and French nationality