He moved to the Netherlands 25 years ago where he promotes French wine and cuisine through the power of emotion. His career proves that in group marketing and PR, you can be both a dreamer and a killer!
After graduating from preparatory school and the Paris Institute of Political Studies, Michel began his career in a publishing house, a far cry from cuisine and wine.
It was only when he arrived in the Netherlands that he began his second life in French business and the universe of trade organisations. He joined Sopexa and was appointed head of its wines department (CIVA Alsace, CIVCP Provence, Rhône, Bordeaux sup, Viniflor, Beaujolais, etc). Michel knew that by renewing consumer experience, market shares would develop. By introducing electronic musical scenes, rosé wines created a new trend. With that impetus, shares in distribution increased from 0.6% to 10% in just 10 years.
Michel pursued his career at De Waal, Zey & Engels, as Marketing Director for major French producers, such as Bougrier, Moueix, Romanée-Conti, Loron, Prunier, etc., as well as for ‘’new world’’ wines (Montes, Salentein, Yellow Tale etc.) .
In 2002 he founded Alterego, an agency specialised in Food, Drink & Culture, and developed his agri-food expertise, namely by working for Andros, Unilever, Haust, Dilmah and Aldi. With his new structure, ‘‘Rethinking the Box’’, he specialises in sensorial marketing applied to food (Carousel of Senses, IDish) and also develops innovative socio-cultural projects with emerging countries.