Case Study — CNPEF
The Confédération Nationale des Poissonniers-Ecaillers de France (CNPEF) is a national membership-based union defending the interests of French fish merchants. It intervenes in national debates, examines economic reforms, and provides support on business, legal, taxation, human resources and sustainable fishing issues.
As the union grew, so did the challenge of maintaining a meaningful, regular relationship with its members — scattered across France — and keeping them informed on industry news, regulations, and best practices in a profession that is demanding, technical, and constantly evolving.
CNPEF needed more than a newsletter. They needed a professional, engaging publication that would reflect the trade's expertise, connect members to their union, and position CNPEF as an essential partner for every fish merchant in France.
"CNPEF was seeking an innovative solution to maintain a relationship with their members and support them in their trade."
AllTheContent produced "Le Guide professionnel du poissonnier" — a rich, professional A4 magazine designed from the ground up as a B2B communication tool for the fish merchant community. ATC handled every step: editorial strategy, interviews, research, photography, design, print and national distribution.
The magazine was deliberately engineered to function in the unique environment of fish merchants — printed on high-quality, glossy plastic-like paper resistant to the humid and wet conditions of a fishmonger's workplace. A practical detail that speaks volumes about the level of care put into the product.
Each issue covers the full spectrum of a fish merchant's professional life.
The interactive format allowed CNPEF to leverage their knowledge base and provide direct answers to members' business questions — turning the magazine into a live dialogue tool between the union and its members.
The magazine transformed CNPEF's member communication from static bulletins into a rich, professional editorial product that members actually look forward to reading — and that positions CNPEF as the authoritative voice of the French fish merchant trade.
The interactive Q&A section created a new channel of engagement: members could directly address the union through the publication, reinforcing the sense of community and mutual support that is at the heart of CNPEF's mission.
"A magazine that is rich in information and professional content — providing fish merchants with an opportunity to directly ask the union questions."
This engagement exemplifies AllTheContent's full-service editorial model — acting as a one-stop agency for every dimension of a professional publication, from the first editorial idea to the last printed copy delivered to a member's shop.