When the visitor enters the Mulot & Petitjean manufacturing workshop for the first time, he can only be struck by the comforting and old-fashioned smell of gingerbread… Who wouldn’t want to work in this environment that smells good and where everyone knows each other? This is precisely the objective of company visits: to attract young talents. This is why the government wishes to further develop “know-how tourism in France”, which is still poorly known or full of stereotypes.
« In the coming years, we will need a million talents in our industries », assures Roland Lescure, Minister Delegate in charge of industry. “ I strongly believe in the ability of industries, through visits that highlight know-how, to attract young men and women into the industry. There’s nothing like visiting a company like this and interacting with passionate people to make you want to work there. “, did he declare. Indeed, the company visit can become the preferred tool for the attractiveness of professions and recruitment. In Burgundy-Franche Comté, 22% of companies involved in the Entreprises et Découvertes association say they organize visits with the aim of attracting talent.
This is the observation drawn up in particular by the Verrerie La Rochère and the Fromageries Marcel Petite. During his visit to Mulot & Petitjean, Roland Lescure then praised the heritage character of the family business which is part of the region and which will soon hand over to the tenth generation: “ This company contributes to the influence of the France brand. » The latter also underlined the advantage of this company being managed by a woman. These are still too little present in the industry today.
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In France, these initiatives are led by the Entreprise et Découverte association, which aims to promote company visits and which lists all industrial sites open to the public for visits. It is she who will carry the “Industrial Tourism” system launched today. According to their latest diagnosis published last July, the association lists, at the national level, 3,500 member companies in 2022, an increase of 75% in three years, for 20 million visitors.
In the region, Burgundy-Franche-Comté welcomed 1.3 million visitors in 210 companies, compared to 1 million in 120 companies in 2020, a significant increase in three years with an almost doubling of the number of companies involved. Which places her in seventh place on the podium at the national level. Among the member companies is the family business, Mulot & Petitjean, which built a museum center in 2017 in order to open its doors to schools and the general public. “ We wanted to bring transparency to the production and manufacturing of gingerbread », Specifies Catherine Petitjean, general director of Mulot &Petitjean.
The company visit is a demonstration of what is made in France and a means of demonstrating its social and environmental commitments, like the CSR policy of Mulot & Petitjean or the Cristel or Diager companies. In Burgundy-Franche-Comté, for 63% of companies, communication is a major issue. “ The idea was also to explain in an educational way the functioning of a production factory, its methods, its processes, the different stages, shipping, and the ancillary services necessary for the life of the company. “, she continues. Still according to the survey by the Entreprises et Découvertes association, in addition to communication and the attractiveness of professions, the major issue of industrial visits remains, at 82% for companies in the region, a commercial issue. For example, the Moutarderie Fallot, the Perrin factory or the Anis de Flavigny achieve an increase in the average basket of 50% after visiting the company.
For the moment, the other member companies of the “industrial tourism” system in Burgundy-Franche-Comté are: Les anis de Flavigny in Flavigny-sur-Ozerain, Cristel in Fesches-le-Châtel, the Cornu factory in Fontain, the factory Perrin in Montceau-les-Mines, the Fallot mustard factory in Beaune, the La Rochère glassworks in Passavant-la-Rochère and the Veuve Ambal in Montagny-lès-Beaune.
The “industrial tourism” system is also part of the “Green Industry” law which aims to make France the leader in carbon-free industry in Europe.
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