When the stars of gastronomy honor the terroir

In the space of six years, what was just a bet has become a major event, launching the summer season on the Saint-Tropez peninsula. “The event has established itself as a meaningful gathering, far from simple media noise. Proof of this success, the 2025 edition gathered more than 170,000 visitors on the place des Lices, who came to meet 150 exceptional producers and artisans. For this sixth edition, the philosophy remains unchanged: to reveal the source behind the image, and to celebrate those who shape the excellence of the terroir,” welcomed Jean-Pierre Ghiribelli, president of the UMIH of the Var.

PRODUCERS IN THE SPOTLIGHT

“The concept of the event is based on a simple and powerful idea: reverse the roles and put the producers in the spotlight. While the event attracts internationally renowned chefs, they come to put their reputation at the service of the artisans of the land and the sea. This year, the patron is the three-starred chef from Menton, Mauro Colagreco, known for his commitment to a gastronomy respectful of living things,” recalled François de Canson, president of the Comité Régional de Tourisme (CRT). Alongside him, a host of talents such as Arnaud Donckele, Gérald Passedat, Marc Veyrat, Sydney Biasotto, and Alexandre Fabris. All participate on a voluntary basis, out of loyalty to the terroir and to recall a fundamental truth: 'great cuisine always begins with a great land'. The organizers also hail the energy and tenacity of Pascale Perez, described as the 'living soul' of the event, whose high standards have allowed the event to grow each year.

SUPPORT FOR THE SECTORS

“The choice of Saint-Tropez is not insignificant. Behind the global icon lies a village, a market, a memory. Launching the season here is to assert that international influence is only worthwhile if it remains deeply rooted. This event is part of a broader strategy led by the Région Sud to promote its sectors of excellence. Regional tourism represents a major economic sector, with more than 150,000 jobs, 25,000 businesses, and an annual turnover exceeding 20 billion euros, or 13% of the regional GDP. One of the challenges is to ensure that this wealth flows more to local producers,” added François de Canson. The vice-president of the Région continued: “To move from intention to action, the Région has set up several measures. The “100% Valeurs du Sud” label aims to guarantee the origin of products, ensure transparency for consumers, and better distribute added value. Nearly 240 products and 13 projects have been approved, with the ambition of going 'from producing better to eating better'. The goal is to build an 'exemplary region — exemplary in the quality of its production, in respect for its environment, in the recognition of those who work the land'.”