Cooperative grain production and processing group, VIVESCIA, has teamed up with food photographer, Laurent Rodriguez, to create a series of photos that pays tribute to the group's most emblematic grain crops: wheat, barley, maize and canola.  

Entitled "Les céréales se dévoilent" (The Grain Reveals Itself), this collection of 11 photos portrays the unprocessed grain and its successive evolutions, first into flour, then semolina, then oil or malt, and finally into finished products like the croissant, the bagel, beer or maize oil.

More than just a homage to the products, " The Grain Reveals Itself " is also a nod to VIVESCIA's many areas of expertise and its control of the grain value chain – on the farming side and the food processing side – thanks to its milling, baking, malting and maize processing businesses.
 

Malt with character

In the form of whisky – a noble and complex beverage – barley expresses its essence and bares its soul. "Character" is synonymous with "spirit", whose etymology is related to the volatile nature of alcohol.   

#SPIRITS

Drink sensibly

Festive corn

Puffed corn that goes "pop" – exploding into a crispy, savoury snack – corn is a cracking crop. "Festive corn" evokes all the fun times people enjoy at aperitif.

#FESTIVE

Our daily wheat

Bread, an everyday product that is never banal and a flavour that lives long in the memory. It is also an everyday product in the sense that every day it is shaped by the hand of man. "Our daily wheat" is a simple and radiant product. Indeed, the French say that something boring and tiresome is "as long as a day without bread"...

#RADIANT

Morning corn

Corn-flakes are the grain you need to make a great start to your day. The tagline underlines the association with breakfast.

#MORNINGPERSON

Barley bubbles

A nod to the explosion of barley in the photo, the tagline highlights the bubbly, effervescent and fleeting nature of beer in a fun and poetic tone.

#BUBBLY

Drink sensibly

Wheat crescent

The croissant – the emblematic French pastry and Délifrance's star product – is associated with the moon's crescent shape in the collective imagination. "Wheat crescent" is a poetic reminder of this association.

#DREAMER