Crowds of tourists travel around Huangling village, Shangrao in East China's Jiangxi Province on October 30, 2023. Shangrao has been accelerating the development of rural revitalization by promoting green development and taking advantage of local ecological resources while always prioritizing environmental protection. Photo: VCG

Promoting rural revitalization has brought great changes to China's countryside and generated new opportunities in Chinese rural market. Among the many entities involved in the drive, some French companies are jumping to the bandwagon too.

French multinational Lesaffre, the world's largest producer of yeast, have shown great interest in China's rural revitalization by exploring the rural market.

"China attaches importance to harmonious development and common prosperity, so it places rural revitalization at the height of national strategy, which Lesaffre highly recognizes," Brice-Audren Riché, CEO of Lesaffre told the Global Times on Wednesday, noting that the company has set its sights on China's rural development, especially local agricultural products. 

Rural revitalization has remained a key strategy for the Chinese government, an agenda first raised in 2017, aiming to develop businesses in the vast countryside, improve living standards there. 

Lesaffre has been in the Chinese market for 42 years and continues to be a key supplier of yeast, ferments and other food ingredients in China. 

"Starting from the 4th China International Import Expo (CIIE), Lesaffre has developed new products using specialty ingredients such as Highland barley and expand into new markets," said Riché prior to the 6th CIIE.

"This year the company is focusing on Yuanyang county, Southwest China's Yunnan Province, to develop new products using their high-quality specialty red rice and buckwheat. We will sign contracts and release them at the CIIE," Riché said. 

At the same time, Lesaffre has signed a supportive agreement with Yuanyang County Ethnic Vocational High School to help teachers and students train baking skills in Shanghai.

Lesaffre is not alone in expanding its influence in China's rural areas and promoting rural revitalization. In Chengbu county, Shaoyang, Central China's Hunan Province, another French firm Danone is working with local officials to boost local agricultural growth.

Danone has been carrying out poverty alleviation activities in Chengbu for many years, including donations and helping local food enterprises by providing professional training. 

To date, a number of multinational companies, including Danone, Sony and Louis Dreyfus have arrived in Chengbu for research and cooperation, an official in Chengbu told Global Times on Wednesday.

The 6th CIIE is scheduled to take place in Shanghai from November 5 to 10, demonstrating China's firm support to trade liberalization and economic globalization.

French companies have invested heavily in China, from January to September 2023, French investment in China increased by 121.7 percent year-on-year, official data showed.