The Mestaoui family runs the Prière et Zahler Frères house at Rungis, the now-recognized "Au Bon Jardinier" brand, and 8 strategic sales outlets in iconic Parisian streets. Their story began some 30 years ago with Jamel Mestaoui, a self-made man who began his career at the age of 18 as a salesman on the Paris markets. Here is a look back at an inspiring success story, shaped by authentic human relationships and a genuine passion for the produce business.
© FreshPlaza Prière and Zalher Frères at Rungis
A family business that initially developed around local shops
"Our father teamed up with his chartered accountant to create a fruit and vegetable group by buying outlets in strategic locations in Paris between 1990 and 2000. He bought his first three shops in the 7th arrondissement on Rue Cler, then two in the 5th and 18th arrondissements, and finally two outlets in the 14th arrondissement," explains Iman Mestaoui, marketing and development director of the business, who works alongside her sister Lamia (wholesale manager), her sister Sarah (financial director) and her brother Scander (buyer). Meticulously chosen locations, in picturesque pedestrian streets where food shops rub shoulders, in a warm atmosphere reminiscent of the charm of small villages of the southern regions, yet right in the heart of the capital.
© Au Bon Jardinier Au Bon Jardinier
Expanding the wholesale business
In 2018, in order to be able to source directly and offer attractive prices to its clients, the family business decided to acquire the wholesaler Prière et Zahler Frères, which is located in the heart of Rungis. Once again, the decision was part of a well-defined strategy. "Acquiring a wholesaler was the next logical step in our development. We were determined to complete this project so that we could have complete control over the quality and origin of the products we sell in our shops. Today, 70% of our supply comes from our wholesale business, which enables us to make significant savings. We chose Prière et Zahler Frères for several reasons. Firstly, because we had a good relationship with Olivier Mauduit, the manager at the time, whose father was already working with ours. This wholesaler is also perfectly situated at Rungis, at the entrance to the E2 building, which most greengrocers and restaurant owners pass through and which houses all the big names of the fruit and vegetable sector. The company was also very healthy, with an excellent team that we knew well and a very good supplier base. It is one of the few companies that does not limit itself to single-product references, which goes hand in hand with the desire for our clients to be able to obtain 80% of their supply from the same wholesaler.
© FreshPlaza Eric, cherry specialist at Prière et Zalher Frères
© FreshPlaza Michel, melon specialist
© FreshPlaza Issam, stone fruit specialist
© FreshPlaza Stefen, apple specialist
Developing a distinctive brand
© Au Bon Jardinier
Alongside the wholesale business, the family has also acquired the "Au Bon Jardinier" brand. "Olivier Mauduit was already working on developing a brand promoting products from the south of France. That is what we were missing: having a real brand image that could differentiate us from other greengrocers. This brand has a strong growth potential, featuring exclusively French and seasonal produce from the south (near Avignon), including cherries, stone fruit, and melons. The fruit is packaged under the 'Au Bon Jardinier' brand and sold at Rungis and in our outlets. As soon as we acquired the brand, we modernized it and refreshed the logo to bring it up to date, a strategy that gave us a certain strength in the Paris market."
© Au Bon Jardinier The 8 sales outlets are called: "Au Bon Jardinier…" followed by the name of the street. They are laid out according to very specific codes that evoke the abundance of nature, with lots of greenery, creeping plants, and so on. A real showcase for "Au Bon Jardinier" products, which Prière and Zalher Frères clients can use as inspiration to promote their products.
© Au Bon Jardinier In the 8 sales outlets, alongside fruit and vegetables selected for their quality and origin, delicatessen products sourced directly from small organic producers are also showcased.
A desire to expand its product range and export business
While the family business has no plans to acquire new outlets in Paris for the time being, it is seriously considering expanding its wholesale business. "Why not buy another company at Rungis to sell other products that we cannot sell at Prière and Zahler Frères because of space constraints? We would like to broaden our range by offering our clients products such as fresh herbs, but there is no room for expansion. So we are keeping an eye open for any opportunities that may arise. Acquiring another company at Rungis would also enable us to develop our export business in two major markets, Asia and the Middle East, which are keen on French products that are renowned for their taste and quality."
Investing to help producers secure their yields
Besides paying particular attention to the relationships with its stakeholders, the family business is also keen to support its partner growers in the investments they need to protect their crops. "The weather has had a major impact on harvests, and many of our growers in the south of France have been affected in recent years. We are therefore seriously considering the possibility of investing in hail nets and other protective equipment to help our growers secure their yields."
Sustainable development is also an important point that the Mestaoui family wishes to focus on. For example, they recently opened a juice bar in the 18th arrondissement, with the aim of making intelligent use of unsold fruit and vegetables to reduce food waste. The bar is particularly popular in the summer months.
For more information:
Iman Mestaoui
Au Bon Jardinier
[email protected]
au-bon-jardinier.com
