Macron is trying to 'save his skin in France' says Andrew Bolt
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In an embarrassment to French cuisine, the company behind the sweet has acknowledged that the macaroons have been made in Switzerland since 2020. President of the company, David Holder, acknowledged the revelation to the Swiss media outlet, Bilan.
The fact confirmed revelations seen on France 2 TV programme ‘Complément d’Enquête.’
The colourful French sweets are, in fact, made in Switzerland, in Enney, in the canton of Friborg.
The site had already been supplying the world market, with the exception of the Paris region, since 2010.
Mr Holder explained that the aim of the transfer is to improve the profitability of the Gruyère site, where sales fell in 2020 due to the closure of many shops as a result of the COVID-19 pandemic.
It also highlights the “incredible air quality” of Switzerland for the manufacture of macaroons.
The France 2 investigation also mentions the advantageous Swiss tax system.
“The political authorities granted Ladurée a ten-year tax exemption,” as they do for any company that creates jobs in the canton of Fribourg said the documentary.
With their small, round, smooth shape, Ladurée macaroons contribute to the cultural influence of France.
The French house, a symbol of luxury since 1862, had moreover given itself a nice spotlight in the American series Gossip Girl, in 2010.
What could be chicer than to appear in the hands of Blair Waldorf and Serena Van Der Woodsen, icons of the New York bourgeoisie, on holiday in Paris?
However, the very “made in France” image of the Parisian company has been damaged.
Speaking in more detail, the CEO said to Bilan: “Ladurée’s objective: to increase its profitability, while taking advantage of Switzerland’s fiscal flexibility.”
“The political authorities granted Ladurée a ten-year tax exemption,” said Mr Holder.
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The group’s revenues have melted like a macaroon in the sun due to the health crisis.
Owned by the Holder group, Ladurée was born out of a tea room in the Rue Royale in Paris.
The French capital was the last place to receive macaroons from the factory in Morangis (Essonne), near Paris.
With its 41 shops in France, the Parisian company achieves two-thirds of its turnover on national soil.
On top of French products no longer made in France, some countries are boycotting French products adding an extra layer of pain on the French economy.
Following the handling of Prophet Mohammad cartoons published in various publications, President Emmanuel Macron was highly condemned around the Muslim world.
Boycotts of French products such as L’Oreal and Garnier are still prevalent in some countries.
Some have called for similar measures to take place in the UK with the so-called ‘fishing war’ sparking debate as to whether French products should be bought in Britain.
For Ladurée, the move to Switzerland comes with a bitter-sweet ending, on the one hand, the company is still producing the favourite treats, but on the other, it has left a tarnish on the reputation of ‘Made in France’.
Additional reporting by Maria Ortega
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