Teh “protected geographical indication” logo should be able to adorn the fir trees grown in the region, the leading French producer, starting from Christmas 2025.A way for operators to protect themselves from foreign competition and provide environmental guarantees.
After wines, poultry and even cheeses, is it the turn of Christmas trees to have their own protected designation? Fir producers in Morvan, France’s largest region, hope to be able to adorn their trees with the PGI (protected geographical indication) logo by christmas 2025. “It would be the first French horticultural PGI”welcomes Jean-Christophe Bonoron, president of the French Association of Natural christmas Trees (AFSNN) and manager of an 80-hectare farm in the nièvre.
The fifteen large Morvan spruce producers are therefore almost reaching their goal, after years of work. The PGI dossier was in fact presented in 2020. “We have been improving the specifications for four years”says Jean-Christophe Bonoron. AND “it was validated by France only a few months ago”adds the producer. At the end of September the “national opposition procedure” (PNO) opened by the INAO (National Institute of origin and Quality) expired and the request was not the subject of any appeal.
all that is missing is validation by the European Commission, expected in the coming months. The Morvan Christmas tree would therefore become the fourth inedible horticultural product to be entitled to the PGI in Europe, after the Flanders laurel (Belgium), the Ghent azalea (Belgium) and the Szőregi rose bush (Hungary).
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Environmental constraints
The PGI is actually a European brand. And it aims to complete the “Red Label”, a national signal approved in 2016 for Christmas trees. Because if the latter is based on qualitative requirements,“this is not a guarantee for French firs”underlines Frédéric Naudet,one of the largest Christmas tree producers in France and based in morvan. The PGI would therefore be “the first certification of French spruce production”he adds.A way to defend French production from foreign competition from Belgium and Denmark, the leading European producer of Christmas trees (12 million a year). And improve “traceability and visibility for the end customer”notes Jean-Christophe Bonoron,while 30% of French people attach importance to the French origin of fir production,according to a study by Kantar for FranceAgriMer and the interprofessional plant association VALHOR carried out in 2023.
In the specifications we imposed many constraints on ourselves, to reassure customers
Jean-Christophe Bonoron, president of the French Association of Natural Christmas Trees (AFSNN)
For Morvan fir producers, this PGI is also a guarantee of good faith in environmental matters. “We imposed many constraints on ourselves in the specifications, to reassure customers”says Jean-Christophe Bonoron. For example, the abandonment of synthetic mineral fertilizers in favor of organic ones, the obligation to grass the headlands – the strips of land around the plantations – and their late mowing, or even obtaining eco-responsible certification: organic or at least “Plante Bleue” label. The latter, created in 2011, “identifies French horticulturists and nurserymen committed to a social and environmentally pleasant approach”explains the Ministry of Agriculture on its website. To be eligible, certified farms must significantly limit fertilizer use and reduce treatments.
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A sector still criticized
Although producers claim to have taken the green path for several years, the sector remains criticized by activists and environmental associations. “The fir forests are always full of them pesticides ! Producers use them to limit the growth of fir trees and encourage filling: dense branches at the base of the trunk.is indignant with our colleagues at The Cross Régis Lindeperg, founder of the Adret Morvan and SOS Forêt association.
“We are obliged to use minimum doses of plant protection products during the first years of cultivation, otherwise the fir trees find themselves suffocated in the grass”justifies Jean-Christophe Bonoron. Homeopathic doses, so the producers defend, brandishing as proof their treatment frequency index (IFT) – which calculates the average number of treatments per hectare and per year -, “the lowest in France”. For environmental associations, beyond the PGI, the real issue is rather the lack of promotion of organic fir.Actually, these today represent only 1% of national production.
how does the PGI designation affect consumer trust in Christmas tree products?
Interview: The Future of french Christmas Trees with Jean-Christophe Bonoron
Time.news Editor: Welcome, Jean-Christophe Bonoron, president of the French Association of Natural Christmas Trees. It’s a pleasure to have you with us. Exciting times for the Christmas tree industry, I understand!
Jean-Christophe Bonoron: Thank you for having me! Yes, it’s indeed a momentous time for us. We are on the brink of something unique with the potential for our Morvan fir trees to receive the protected geographical indication,or PGI,logo by Christmas 2025.
Editor: That’s engaging! For our readers who may not be familiar, can you explain what the PGI designation entails?
Bonoron: Absolutely. A PGI designation is an indication that a product possesses specific qualities, a reputation, or characteristics essentially attributable to its geographical origin. For our fir trees, it means thay will carry an assurance of quality and environmental sustainability that sets them apart from competitors, especially those from abroad.
Editor: It sounds like a significant step toward protecting local producers. What prompted this initiative for the Morvan region?
Bonoron: our initiative has been years in the making. We began working on the PGI dossier back in 2020 and have spent the past four years refining our production specifications. The goal is to ensure that our trees are not only of the highest quality but also highlight the environmentally kind practices we use.
Editor: You mentioned that the specifications have been validated by France. Can you tell us what that process involved?
Bonoron: Certainly. After our four years of rigorous work, we submitted our dossier to the National Institute of Origin and Quality (INAO). The “national opposition procedure,” which allows for any appeals or objections to our request, concluded without a hitch at the end of September. Meaning we’re now just awaiting final validation from the European Commission.
Editor: Once approved, how will the PGI logo impact your business and the producers in the Morvan region?
Bonoron: The PGI logo will significantly enhance our visibility and credibility in the market. It helps reassure consumers about the sustainability of their purchase.Additionally, it serves as a barrier against foreign competition, which is notably critically important as Christmas tree production is increasingly globalized.
Editor: It’s clear this is a big win for local producers! you mentioned that the Morvan Christmas tree would be the first horticultural PGI in France. What does this mean for the broader European context?
Bonoron: Yes, it would be a significant milestone, making us the fourth inedible horticultural product to receive PGI status in Europe. it aligns us with renowned products like the Flanders laurel or the ghent azalea, emphasizing the importance of regional specialties in the EU.
Editor: Knowing that the process has taken a long time, what has motivated you and your team to push through?
Bonoron: Our passion for producing high-quality, enduring Christmas trees motivates us. The positive response from consumers and the growing awareness of environmentally friendly practices in purchasing decisions have been encouraging. We believe that our efforts will lead to a market that appreciates these values.
Editor: Before we wrap up, any final thoughts you’d like to share about the upcoming Christmas season?
Bonoron: Yes! As we approach the festive season, I want to remind everyone that choosing a natural Christmas tree is not just about aesthetics. It’s about supporting local economies and sustainable practices. Next year,with the PGI logo,we hope to represent even more than just a beautiful tree but also a commitment to quality and the environment.
Editor: Thank you, Jean-Christophe, for sharing your insights with us. We look forward to seeing the Morvan Christmas trees adorned with the PGI logo in 2025!
Bonoron: Thank you for having me! Together, let’s celebrate the true spirit of Christmas with conscientious choices.