French retailers want to get closer to the production areas

On the 22nd of May, Le Jardin de Rabelais opened its doors for the first time to some 30 fresh produce retailers from all over France. “Within Demain la Terre, we have a partnership with the federation of local food specialists, Saveurs Commerce, which we met at the Paris International Agricultural Show. Most of this organization's clients buy our tomatoes via wholesalers. Saveurs Commerce therefore asked us if they could arrange a visit with their members. In the past, we had already organized days with some of our wholesaler and supermarket clients, but this was the first time we had done so with greengrocers,” explains Pascal Delahaye, director of Le Jardin de Rabelais.

Photo credit: Saveurs Commerce

A meeting that provides direct feedback on the market
The visit took place in two stages, starting with a discussion in the meeting room, followed by a tour of the greenhouses and packaging workshop. It was an interesting half-day for both the company manager and the retailers. “Meeting them gave us direct feedback on the market and their feelings about it. For their part, the retailers were able to see how we work, ask questions about our production techniques such as phytosanitary aspects, and also about the characteristic taste of our tomatoes, which enables them to better promote our product to consumers.”

Photo credit: Saveurs Commerce

Fresh produce retailers want to get closer to the production areas
According to Marie Daniel, head of communications at Saveurs Commerce, “The retailers were already familiar with the Jardin de Rabelais tomatoes, so they were really curious about how they are produced and how they manage to maintain the exceptional quality for which they are renowned. For some time now, Saveurs Commerce has been organizing regular trips to the heart of the industry for its members, who really want to get as close as possible to the production zones. They learn a lot during these visits and they are also proud to be able to communicate about the product to their customers. It is a job you need to be passionate about to succeed, so we took advantage of our partnership with Demain la Terre to organize a visit to one of its members. Le Jardin de Rabelais is one of the leading brands in the fruit and vegetable sector, so we had no trouble getting the professionals to come. Pascal Delahaye did not hesitate to open the doors of his production, although not accustomed to doing so, which also shows his interest in the retailers. It was a day rich in very pleasant and convivial exchanges between passionate people who love their profession and the product.”

Photo credit: Demain la Terre

A concrete illustration of Demain la Terre's commitments
Damien Sanchez, head of communication for Demain la Terre, was also very positive about the impact of the meeting. “Overall, the retailers were very satisfied with the visit. They are professionals who have a special relationship with their customers, and they are very much in touch with each other. Visiting the farms allows them to put stories and people behind the products they sell, and to enrich their communication with the consumers.” The visit was also a very interesting and concrete way of seeing Demain La Terre's commitments. “Le Jardin de Rabelais has been a member of Demain La Terre since 2011, so this visit was a very concrete illustration of Demain la Terre's social and environmental commitments in particular.”

Photo credit: Saveurs Commerce