Macaroon Day: on March 20, show your support by eating macaroons!
Every year, March 20 is Macaroon Day. Here we explain why this day is important (and why you should go and eat these delicious filled treats).
Do you know why March 20 is such an important date? It's Macaroon Day! On this day, for every macaroon sold, a portion of the profits is donated to a charity. Learn more about this day and the history of the macaroon!
When was the macaroon born?
The macaroon first appeared in Italy in the Middle Ages. Known as maccherone, it was a round cookie made from almonds, sugar and egg. It is said to have been introduced to the French court by Catherine de Médicis. The filled pastry is said to have delighted all palates and quickly became fashionable.
Some claim that it was pastry chef Gerbet who, in 1880, came up with the idea of gluing macaroons together with ganache. But history has only remembered the name of Louis Ernest Ladurée, who, with his wife Jeanne Souchard, invented the first Parisian tea room to serve macaroons.
Since then, Pierre Hermé has made macaroons his specialty. However, the famous pastry chef is said to have found the little round cookie tasteless. This is what prompted him to reinvent the recipe and dare to experiment with unexpected flavors and textures.
Why is Macaron Day special?
On the strength of his worldwide reputation, Pierre Hermé is behind Macaroon Day. Every year since 2006, on March 20, pastry chefs belonging to the Relais Desserts association have offered their delicious filled cakes in exchange for a donation to a charity.Macaroon Day has helped the Autistes sans frontières association, as well as victims of the war in Ukraine. In 2023, donations went to the Princesse Margot association, which supports children with cancer and helps their families through the ordeal of the disease.
To take part, visit one of Pierre Hermé's 50 sales outlets or one of our partner patisseries.
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Should we trust the medals on the bottles?
On a supermarket shelf, similar-looking bottles of wine are lined up at slightly contrasting prices. Without a salesperson, in a time-constrained food shopping area, a sticker placed like a jewel cuts through the act of purchasing. Gold, silver or bronze medals flash more brightly than a label that's not always easy to decipher. Award-winning wine, featured wine An award-winning wine is one that has been presented by the winery at one of the 127 competitions that award these precious badges (in 2024, according to the DGCCRF). The famous Concours Général Agricole, founded in 1870, the world's best Chardonnay or Sauvignon competitions, the Brittany or Mâcon wine competitions, the Millésime Bio challenge... There's an embarrassment of riches to choose from, with no limit on participation, but not without a heavy hand in the wallet. For each cuvée entered, you'll need to pay between 10 and 150 euros, depending on the competition, not including postage and packaging costs and the purchase of macaroons in the event of victory. Attractive spin-offs A potentially interesting calculation, given the commercial visibility these awards bring. In the year following the award, sales of the vintage tend to increase by between 20% and 40%. A boon for the estate, event organizers and supermarkets alike. All the more so as the medals are pouring in. In 2025, at the Concours Général Agricole, of the 12129 wines entered, 3361 were awarded medals, almost half of them gold. French legislation prohibits the awarding of more than a third of the samples presented. A quota with which most competitions flirt. Amateur jury Who awards these accolades? A volunteer jury, at their own expense. Mostly amateurs. The great need for people leaves little room for rigor or traceability. In 2025, at the Concours Général Agricole, over 7,000 people were needed to taste charcuterie, cheeses, jams and wines. At this year's Chardonnay du Monde competition, more than 300 jurors took part, with a limit of 20 samples per person. The most famous estates, which don't need to boost their sales, tend to neglect these competitions. Artisanal wineries, on the other hand, may shy away from these competitions as a matter of distinction, since the shiny stickers are associated with supermarkets. A place where it takes the place of good professional advice. A wine merchant, for example, capable of selling the uniqueness of a cuvée he has followed over the years.Our partners
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