On 27 March 2026, the Rencontres des Produits de Montagne brought together agricultural, agri-food and institutional stakeholders in Lempdes with a shared aim: to give fresh momentum to the promotion of mountain products in France.

Organised by the association Altitude, the event was held as part of the relaunch of the “Produit de Montagne” (Mountain Product) logo, presented as a collective and structuring tool for mountain value chains. This initiative reflects an encouraging new dynamic. At a time when mountain imagery is still too often used without proper recognition of the realities and constraints of mountain production, the approach led by Altitude seeks to improve visibility for mountain products and bring relevant stakeholders together around a more coherent framework.

Our member CNIEL (french National Inter-professional Centre for the Dairy Economy) provided particularly valuable insight into the situation of the mountain dairy sector. Its advocacy work highlighted the structural pressures facing the sector, as well as the need for stronger public support and more effective strategies to enhance the value of mountain dairy production.

CNIEL also presented the results of a consumer study showing that mountain products benefit from a positive image, associated with geographical origin, local know-how, and authenticity. Although awareness of the term remains limited, the findings nevertheless point to real potential to better differentiate these products on the market and strengthen their appeal to consumers.

Speaking during the session on promotion tools, Guillaume Corradino, Director of Euromontana, provided a European perspective. The term “mountain product” is an Optional Quality Term recognised by the European Union, designed to help producers better promote products made in areas with natural constraints, while also giving consumers clearer information. However, its implementation still varies significantly from one country to another. In France, the approach remains relatively light, which makes structuring initiatives such as the one led by Altitude all the more relevant.

The presentation by Romania’s National Agency for Mountain Areas, also a member of Euromontana, further illustrated the value of exchanging experience between countries. These discussions showed clearly that the issue is not only a legal one: it also concerns the visibility, practical governance and promotion of the “mountain product” term.

Euromontana welcomes this renewed momentum in France. We will continue to support initiatives that strengthen the promotion of mountain products and encourage knowledge sharing between regions and countries on the best ways to give real visibility and value to the Optional Quality Term “mountain product”. For further reading, you can also consult our 2020 study on the implementation of this term across Europe.