The French Experience - an example to imitate?
"De la Terre à la Table" (from the Land to the Table) is the name a group
of French farmers to describe their initiative at direct marketing their
produce. To publicise their activities and maintain contact with their
customers they have developed their own website (in French only) at address
www.paysans.org They see their work not just as a direct marketing operation, but in addition
as a movement toward curbing the power of the major retail distribution
chains. "They force us to grow our produce by any means available, often
out of season, and always using high intensive methods in order to drive down
costs."
Their service consists of preparing each week a hamper of seasonal produce
for a typical family. This is delivered by refrigerated lorry to the
doorstep of their customers on
a weekly rota. Fruit and vegetables are delivered within three days of
having been harvested.
This is viable financially due to the large difference
between the price payed by the supermarkets to the producers and the price
shoppers are charged. After adding their distribution costs, the farmers
can still offer their produce significantly cheaper than the supermarkets.
One of the surprises of their early operations is the extent to which they
have been able to reach not only urban consumers, but also rural and elderly
consumers.
The group clearly intend to build up a sense of affinity and solidarity with
their customers. Their site has a forum for the exchange of views and
customers are invitied to see their food being grown if they happen to
be in the neighbourhood of the farm. Within the first six months of operation
they say they are receiving 300 to 1000 emails per day.
It is certainly very impressive for such a new venture and it has been achieved
without the costs of conventional advertising. They have achieved public
profile through the news media and have even had the BBC take an interest.
For all those who wish to see an alternative to the high profit, high intensity
and total impersonality of major retail food distribution, this is certainly
a development to watch!
Comparison with the situation in Wales
In Wales there have been some initiatives toward direct marketing via the
Internet. These appear to be on a small scale and use the post as the
means of delivery - hence they are unable to offer the same performance
on fresheness as the French group.
The principle vehicle of direct selling in Wales is the Farmers Market.
These are sometimes aided by local authorities under the Local Agenda 21
intitiative. Despite this support, results, in comparison with the French
group are disappointing.
Price Farmers marketing through Farmers Markets are competing on the basis of
freshness and quality, but not on price. Those going to Famrers Markets
must be prepared to pay a premium.
The French, on the other hand, are seizing on the large margins of the
supermarkets to offer food at a lower price. There are indications that
they are penetrating a market beyond the demand for typical "rustic" produce
and are tempting away the traditional supermarket consumer.
Access There must be very few people in Wales who live within easy access of a
regular Farmers Market. Even those who can arrive on foot or public transport
have the problem of taking back their purchases. The typical customer of a
Farmers Market has access to a car and is prepared to go out of the way in
order to get a quality product.
Food Deserts The decline of the small retail food shops is creating areas where people have
difficulty in getting access to food - so-called "food deserts". Those who
are unable to get to a supermarket are unlikely to be able to get to a
Farmers Market either. It is a system which does nothing to meet the problems
of those who have difficulty getting decent food at a reasonable price.
The French system, with their lower-than-supermarket prices and delivery to the
door could make a major difference.
Partnership between Producers and Consumers
One of the most heartening features of the French initiative is the sense
of partnership between producers and consumers.
What a contrast that is to the situation where those who produce food can't
get a decent price, on the one hand, and those who can't obtain decent food
for a decent price on the other, with the retail distribution system acting as
a barrier between them.
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This page was last updated on 31 December 2000 __________
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