French Agriculture Minister Sparks Controversy Over Ad Changes: Couscous and Diversity Removed

Agriculture Minister Annie Genevard (Les Républicains) requested these changes in the advertising spot for the Agence bio showing a mixed-race family enjoying a couscous dish. The matter is revealed by Libération which reports that in a letter dated April 7, the minister’s office asked to replace couscous, the French’s favorite dish, with "cassoulet with duck," and to "choose a Caucasian casting" instead of the young mixed-race boy preparing mayonnaise in the advertisement.

The Ministry of Agriculture stands by these changes, arguing that the campaign "aims to speak to everyone." These last-minute modifications, deemed "quite racist," were taken into account regarding the couscous. The casting, however, was maintained, "all actors, actresses, children having been previously chosen and mobilized by the production." The spot will be broadcast as part of the television campaign "C’est bio la France" which starts on May 22.