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Strategic and commercial repositioning of the PDO Essential Oil of Lavender of Provence

Issue: To make producers hear the needs of the downstream, to overcome the divisions within the producers to make the specifications evolve in phase with the needs of the markets and to leave the confrontation with the Bulgarian lavender through a new positioning; issue of the long time for the administrative evolution of the PDO.

Result: Analysis of the market, highlighting of the points of discrepancy with expectations, identification of the necessary product evolutions and definition of strategic scenarios.

Period: 2021