PARIS (AP) — The top U.S. trade negotiator is insisting that an ambitious, divisive trade deal being discussed with the European Union would be a boon for French products — not a threat.

Ambassador Michael Froman spoke Wednesday in Paris as the Obama administration is pushing to reach a deal this year. It's not a top priority for Europe, and French President Francois Hollande threatened last month to reject it if it's too friendly to U.S. business.

Froman said: "We welcome French products, we value French products. We see this as a way to expand that relationship."

French officials notably want better farming and environmental protections in the Trans-Atlantic Trade and Investment Partnership, or TTIP, which would encompass half the world economy.

Froman argued that the deal is "not about deregulation."