Marc Désarménien, the manager of the Moutarderie Edmond Fallot, has built a real marketing strategy around his grandfather's factory, still located in the original buildings in the suburbs of Beaune. In 2012, he set up and opened to the public a unique tour of the contemporary production chain of his factory. The number of visitors accompanied by tour guides increased from 30,000 in 2013 to 45,000 in 2019. Beyond the profitability of the investments made, this industrial tourism allows the mustard producer to increase his notoriety and his image and to establish valuable direct contact with the consumers.