MEDEF President Visits Normandy’s Tertu: A Spotlight on Rural Industrial Innovation
Patrick Martin, President of the French employers’ organization MEDEF, recently toured Normandy, focusing on the innovative operate of Tertu, a key player in the region’s industrial landscape. The visit, which took place on January 29th, 2026, highlighted the challenges and opportunities facing rural French businesses.
Tertu: A Family Success Story Rooted in Wood
Founded in 1986, Tertu began as a family business leveraging the abundant forestry resources of the Normandy region. Initially focused on wooden barriers for local equestrian centers, the company experienced significant growth with the 1992 invention of a wood-metal safety barrier. This innovation established Tertu as a global leader in its niche.
Today, Tertu employs 77 people and operates facilities in both Orne, France, and Isère, France, alongside a subsidiary in Shanghai. Approximately 40% of the company’s revenue comes from international sales, with 10% originating outside the European Union.
Sustainability and the Bioethanol Project
Tertu is actively pursuing sustainable practices, notably through the TH2 project near Caen. This initiative aims to transform wood waste from Tertu’s manufacturing processes into bioethanol, utilizing France’s first second-generation bioethanol production unit. This demonstrates a commitment to circular economy principles and reducing environmental impact.
Navigating Regulatory Challenges: The Carbon Adjustment Mechanism
During his visit, Patrick Martin heard directly from Tertu’s management about the difficulties businesses face with evolving regulations. Specifically, concerns were raised regarding the Carbon Adjustment Mechanism (CAM), set to take effect on January 1, 2026. The uncertainty surrounding the calculation of the CAM’s financial impact was a key point of discussion.
MEDEF Orne and the Future of Business Transmission
Following the Tertu visit, Martin attended the MEDEF Orne’s annual address and participated in a roundtable discussion with Véronique Louwagie, former Minister Delegate for Commerce, Crafts, SMEs and the Social and Solidarity Economy. The focus of the discussion was business transmission within the Orne region, a critical issue for the continuity of French enterprises.
The Rise of Regional Industrial Champions
Tertu’s story exemplifies a growing trend: the importance of regional industrial companies in driving economic dynamism. These businesses, often family-owned and deeply rooted in their communities, are vital for maintaining a competitive French industrial base.
The Role of ETIs in Rural Economies
Etablissements de Taille Intermédiaire (ETIs) – intermediate-sized enterprises – like Tertu play a crucial role in rural economies. They provide employment, foster innovation, and contribute to the attractiveness of territories. Supporting these businesses is essential for balanced regional development.
Attracting and Retaining Talent in Rural Areas
One of the key challenges facing rural industrial companies is attracting and retaining skilled workers. Investing in training programs, improving infrastructure, and promoting the quality of life in rural areas are crucial steps to address this issue.
Looking Ahead: Key Trends for French Industry
The visit to Tertu and the discussions at the MEDEF Orne event underscore several key trends shaping the future of French industry:
- Sustainability as a Competitive Advantage: Companies that prioritize environmental responsibility are increasingly gaining a competitive edge.
- Navigating Complex Regulations: Businesses need support in understanding and complying with evolving regulations, such as the Carbon Adjustment Mechanism.
- The Importance of Regional Ecosystems: Strong regional networks and collaboration between businesses, government, and educational institutions are vital for innovation and growth.
- Business Transmission: Ensuring a smooth transition of ownership and leadership is crucial for the long-term viability of SMEs and ETIs.
Did you realize?
Tertu’s wood-metal safety barriers are found in locations where aesthetics are a priority, such as tourist areas.
FAQ
What is the MEDEF?
The MEDEF (Mouvement des Entreprises de France) is the largest employer organization in France, representing businesses of all sizes and sectors.
What is an ETI?
An ETI (Etablissement de Taille Intermédiaire) is an intermediate-sized enterprise, typically with between 250 and 5,000 employees.
What is the Carbon Adjustment Mechanism (CAM)?
The CAM is a mechanism designed to prevent carbon leakage by imposing a carbon price on imports from countries with less stringent climate policies.
Where is Tertu located?
Tertu is located in Villedieu-lès-Bailleul, near Argentan, in the Orne department of Normandy, France.
Pro Tip: Explore opportunities for collaboration with regional organizations like the MEDEF to stay informed about industry trends and access valuable resources.
Interested in learning more about French industrial innovation? Explore our other articles here.
