A working day… Marie Laure Martin, Cniel

Q. What in your background prepared you for your current role?

My background combines strategic international communication, market insights, and extensive experience in promoting French cheese, cream and butter abroad. Working across Europe, the Middle East and Asia has strengthened my ability to understand consumer expectations, collaborate with multicultural teams, and deploy high-impact campaigns. I also hold a degree in the sociology of food, which sharpens my understanding of cultural behaviours and consumption trends. I am driven by clarity, empathy and the desire to create meaningful connections — qualities essential when representing the excellence of French dairy worldwide.

Q. Has marketing of the French cheese industry changed, and how do you think the Fromage Fashion event and others fits into this?

Over the past few years, the French cheese industry has embraced a more modern, lifestyle-driven approach to communication. We have moved from product-centred messages to storytelling that highlights savoir-faire, cultural identity, sustainability and emotional connection.
Fromage Fashion perfectly reflects this shift. It brings creativity, culture and gastronomy together, offering new ways to engage younger and international audiences. It shows that French cheese is not only a product, but also an experience, a symbol of art de vivre and a source of inspiration.

Q. What is the biggest issue facing the French industry right now and why?

One of the biggest challenges for the French dairy industry today is accelerating its transition while meeting rising environmental and societal expectations. Through its strategic plan, Cniel is supporting the entire value chain in advancing innovation, reducing carbon emissions in line with the Paris Agreement, and ensuring long-term sustainability.
Another key issue is generational renewal across farms, processing sites and artisanal cheese making. Maintaining jobs, expertise and territorial vitality is essential. Ultimately, our mission is to continue providing safe, healthy and sustainable dairy products to support food sovereignty in France and contribute to global food security.

Q. Where do you see the areas of biggest growth export for French producers?

Asia remains one of the strongest growth engines, particularly in markets with vibrant culinary cultures such as South Korea, Japan, China and Singapore, where there is a growing appetite for cheese and for French dairy know-how. The Middle East, especially the UAE and Saudi Arabia, also continues to offer significant potential, driven by rising interest in premium dairy products and French gastronomy.
Looking ahead to 2026, our priorities include strengthening our brand storytelling, supporting chefs and food and beverage professionals, and increasing visibility through experiential events and educational initiatives. Our ambition is to foster long-term preference for French dairy excellence across these key regions.

Q. What has been your greatest challenge/biggest achievement?

Leading large-scale international communication campaigns has been both my biggest challenge and one of my greatest achievements. Coordinating diverse agencies, managing fast-evolving markets and ensuring consistency across countries requires precision, adaptability and creativity.
I am proud to have delivered campaigns that increased awareness, trust and preference for French dairy worldwide.

Q. What does a typical day look like for you?

My days combine strategy, the monitoring and steering of key actions, the coordination of international agencies, and creativity in developing our content. They also involve regular reporting to my management team, exchanges with stakeholders from the dairy sector, and meaningful interactions with partners across our markets. When I’m not travelling to London, Dubai or Riyadh, I focus on coordinating these actions to keep our international communication consistent and effective.

Q. Outside of work, what are your hobbies/interests?

Movement and connection drive me. Outside of work, I recharge through walking, travelling, yoga and Pilates — staying active helps me keep a healthy balance. I’m also deeply inspired by food: discovering new flavours, places and culinary traditions always brings me energy. And I truly value time with friends. Sharing good meals and meaningful conversations is often where I find fresh ideas and inspiration.

* Cniel is France’s National Interprofessional Centre for the Dairy Economy, an association that brings together organisations representing cow’s milk producers, private dairy companies, dairy cooperatives and players in trade, distribution and institutional catering.