There are no couscous and a “Caucasian” child: the Ministry of Agriculture has requested changes in the next television place of the Organic Agency, according to ReleaseWhat the Ministry is denied, which laments on Tuesday “a false debate”. The advertising film will be broadcast from May 22, as part of the campaign “is organic France”, aimed at reliving the consumption of organic agriculture products, in pain from the inflationary crisis 2022.
This place, imagined by The Good Company agency, was rework at the request of the Minister Annie Ginevard’s cabinet, The Daily Liberation reports on Tuesday, which claims to have obtained its email exchanges.
“For the first scene that shows a teenager preparing a mayonnaise, ‘Choose a Caucasian cast,” wrote Annie Ginevard’s office in a April 7 message. The release specifies that the “photo of a child of Métis is an assistant to the description of the scene in question.”
Questioned by the AFP, the Ministry of Agriculture is justified, explaining that “the campaign” is the objective of organic France to speak with everyone. The issue of one of the ministry’s requests was in fact that all French are represented, “it is said.
“Diversity of productions”
The cabinet would also have requested, for a family food scene, that “replaces Cuscous with Cassaulet with Duck,” according to a liberation appointment. In this election of dishes, “the Ministry has done nothing more to ensure that the diversity of biological and local productions are also represented,” he said, regretting a “false debate.”
The specific release, even according to this exchange of emails, that Cuscous has been replaced, but that the casting was not changed, “all actors, actresses, children who had been chosen and previously mobilized by production,” the advertising agency would have written. Requested by AFP, the latter did not want to react, evoking the “confidentiality clauses”.
The organic agency, also contacted, had not responded immediately. This national platform, under the supervision of the Ministries of Agriculture and the ecological transition, is responsible for promoting agriculture without pesticides or synthetic fertilizers. His operational budget (2.9 million euros) had been threatened by an amendment to senatorial law to the 2025 budget project, which Annie Ginevard, of the Republicans had not opposed, had not opposed. Finally, it was maintained after raising shields of agrofood unions and sectors.
Source: BFM TV
