A recent report from Libération has sparked fresh controversy in France, reigniting long-standing debates over national identity and diversity. The report includes internal production notes from France’s Ministry of Agriculture, which made some contentious requests for an upcoming public awareness campaign promoting organic food.
Among the most controversial of the ministry’s suggestions was a request regarding the ethnic background of actors featured in the advertisements. While France promotes a republic where citizenship is meant to transcend race, religion, and gender, the reality on the ground is more complicated—a fact that makes the ministry’s input particularly sensitive.
A spokesperson for French Minister Frédérique Espagnac Genevard did not dispute the content of the notes and told POLITICO that the goal of the campaign was to “speak to everyone.”
However, the suggestions drew some internal criticism. One industry professional involved in the campaign said they felt “perplexed and even uncomfortable” in response to the guidance given.
Some of the ministry’s recommendations did make it into the final campaign. For example, a scene originally featuring couscous was changed to feature cassoulet, a more traditionally French dish. However, the suggestion to alter the actor lineup based on ethnicity was not carried out.
Other revisions were more straightforward and less controversial, including retitling one segment, substituting olive oil with sunflower oil in another, and replacing an orange-and-avocado smoothie with a zucchini-based alternative.
The final advertisement is scheduled to air on May 22.
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