Collaboration between Culinary Chefs and Agro-Food Industry and the influence that it can have on the impact of the Food Consumer perception

Abstract

Nowadays, the agro-food sector represents 21% of the industrial market in France, and is one of the main players in the French and World economic role. The growth of this sector therefore implies that the majority of French consumers consume daily product from the agro-food industry, although the consumer feels fear and mistrust towards the industrialists after the many crises resulting from this sector in the last decades. The purpose of this study is to determine the responses of sampled consumers to “ready-toeat” products derived from collaboration between agro-food companies and famous culinary/pastry chefs. In order to meet the objectives of the research we adopt a quantitative study using a questionnaire distributed in a targeted sample of 155 individuals. The results show that the consumer react positively to the “ready-to-eat” products that are the results of his collaboration; Consumers consume them on the one hand for pleasure, the quality proposed, but also by discovering new range of products. On the other hand, these criteria are not sufficient to influence the consumer in terms of his frequency of purchase and consumption for this type of products resulting from collaboration food brand and Famous culinary/pastry chefs.