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SALON DE
L'AGRICULTURE
overview
(project details)
for Vergers écoresponsables
Manager
The Salon de l'Agriculture is one of the biggest public events in France. Nine days in Paris, around 600,000 visitors, and hundreds of exhibitors representing every corner of the agricultural world. For two editions (2019 and 2020), I managed the event presence for Vergers écoresponsables, ANPP's eco-label for responsible fruit growing. Stand logistics, print production, agency coordination, and nine days of on-site operations with a team on the ground. My role was officially digital, but the Salon was the part of the job where everything became physical.
the challenge
600,000 visitors in nine days. Families, foodies, school groups, retirees, people who genuinely care about what they eat, and people who are mostly here for the free samples. That's the Salon de l'Agriculture.
Vergers écoresponsables is a label that represents 1,300+ fruit growers and a real commitment to responsible agriculture. Most visitors at the Salon de l'Agriculture have never heard of it. Not because the story isn't worth telling, but because people don't walk into the Salon looking for a label. They walk in looking for something to taste.
The real challenge was making people care longer than it takes to grab a tasting and walk away. 10 days, a 50m²+ open space with five distinct zones, fresh products to manage daily, chef, growers on the stand, kids' activities, and a team to coordinate across agencies, printers, and producers. All of it in service of one goal: getting people to walk out knowing what écoresponsable actually means.
the stand
(experience breakdown)
Chef's Kitchen
Live cooking on the stand, every day for nine days. A chef working with seasonal fruit from Vergers écoresponsables growers, turning what most people grab without thinking into something worth paying attention to.
Variety Tasting
A space dedicated to discovering what écoresponsable fruit actually tastes like. All the label's varieties available for tasting, with a daily "fruit of the day" featuring club varieties most people have never tried. The simplest way to turn a curious visitor into someone who reads the label next time they're at the supermarket.
Kids' Corner
A dedicated space for younger visitors, with games and activities built around fruit, seasons, and the basics of how an orchard works. Because if you want people to care about responsible farming, it helps to start early.
Orchard Walk
A walk through the seasons of a fruit orchard, built inside the stand. Real growers were there to guide visitors through each stage of the growing cycle, supported by seasonal visuals and a video showing what responsible agriculture looks like in practice. The kind of space where a conversation starts between the person who grew the fruit and the person about to eat it.
Quiz & Goodies
An interactive quiz testing visitors' knowledge about fruit growing and écoresponsable practices. Get the answers right, win a reward. The real goal wasn't the goodies. It was making sure people left the stand knowing something they didn't know when they walked in.
