Laurent Fromageau

New General Manager of Crédit Agricole Alpes Provence

Par Laura Puset

Laurent Fromageau took over as the new General Manager of Crédit Agricole Alpes Provence last March, succeeding Serge Magdeleine. “With 800,000 clients, 2,200 committed employees, and 900 elected officials, we have a very strong presence in our region.”

With 30 years of experience within the Regional Banks of the same group, Fromageau is well-equipped for this high-responsibility role. While he has worked in Paris and the Île-de-France region, much of his career has been spent in local agencies, often in regions less sunny than Provence. From Loire-Atlantique to Vendée and Northern France, he has built a solid reputation within the world’s 10th largest bank. “Nine out of ten decisions are made in the branches,” and he plans to continue this dynamic. “After an initial phase of meetings, discussions, and assessments, my goal is to collaboratively build, with the teams, a development project that will ensure we remain strong and competitive while pursuing meaningful, impactful initiatives.” Since his arrival, he has emphasized territorial development, with key projects such as Project HSV, Carbioze, and the creation of a new subsidiary, CA Transition Énergétique, discussed at his recent press conference. “Eighty-five percent of our profits are reinvested in the region,” he notes. He aims to strengthen client support for ecological transition, committing €100 million to green energy, €600 million to sports initiatives, and €400 million to agricultural development. He also focuses on digital innovations. Health, biotechnology, and medtech—sectors that shape the future of public health—are central to his plans as well. Finally, prioritizing solidarity and inclusion, Fromageau states, “Human connection is essential to me. Problems are solved through close engagement, determination, and willpower. It’s about fostering growth and success.