Food
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A brand founded by two friends from the southwest of the surf on local images, festive, masculine and meaty. His exponentially successful universe, supported by shrewd marketing, is popular on the right and far right, but appeals beyond.
Ten men are toasting around a haystack at a table with their glasses of wine above a cutting board and large pieces of meat. Dressed in berets and sleeveless jackets, they sing, raising their elbows: “He is one of us, he ate pork like the rest.” The sequence, taken from the report from the show Seven to eight by TF1, about the two founders of the Gueuleton brand, was published on X (formerly Twitter) in June. Buzz machine and controversies started immediately. “Certainly not a representation of rurality. From the bourgeoisie and Islamophobia, yes,” reacts activist Claire Jacquin, head of communications at the La Boétie institute, the training body for rebel leader Jean-Luc Mélenchon. The answer of Eugénie Bastié, the reactionary editor of the magazine Figaro : “It is strange to see the comments about this benevolent and benevolent project. A left that politicizes sausage, divorced from all common sense.” This is a discussion. For or against the spirit of Gueuleton? Enough to put together a matchstick menu for the next family lunch, another passion for sure made in France. And the key to the job as juicy as the core.
Because “markets are conversations”, according to the main thesis of Cluetrain Manifesto, essay written in the 2000s so