In Isère, France, the Pôle Agroalimentaire—an association established in 2018 by the Conseil Départemental and the Chamber of Agriculture—works tirelessly to promote regional agriculture by showcasing products derived from local agricultural and agri-food production. Through its communication campaign "They all have a role to play," the Agri-Food Sector aims to spotlight the diverse individuals committed to supporting Isère products. From producers and artisans to Meilleurs Ouvriers de France (Best Craftsmen in France), floor managers, and restaurateurs, each plays an essential role in the region's agricultural ecosystem. Together, they form a unified community that embodies shared values and fosters a local economy rooted in solidarity.
Source: https://nosproduits-ishere.fr/
Developing a Local, Competitive, and Scalable Offering
To achieve its goals, the "IS HERE" brand was launched in 2018, guaranteeing consumers local, ethical, and responsible production. "All products under this brand are organic, HVE-certified, and produced within the department. The range includes various fruits and vegetables cultivated in diverse topographical conditions. Thanks to our substantial consumer base, supply management is crucial. This is why we aim to establish a supply chain positioned between direct sales and long distribution networks. Our ambition is to expand this offering, which could be particularly valuable for school catering services. In the coming years, secondary schools will be mandated to serve meals sourced entirely from local and organic produce, creating a significant demand that necessitates robust production and a well-structured supply chain," explains Aurélien Clavel, Chairman of the Agri-Food Sector.
Securing Market Outlets for Farmers
To strengthen this local supply chain, the Agrifoods Cluster supports farmers in meeting market needs while ensuring sustainable outlets: "Our goal is to secure markets for producers by setting up collection and processing facilities. For instance, we are actively promoting the development of open-field vegetable cultivation in the department. While there are many market gardeners, establishing a local, large-scale supply chain is more complex. We are engaging with farmers who already grow crops like walnuts or cereals that require extensive land, offering them opportunities to diversify into open-field vegetable production with guaranteed market access."
A Collaborative Approach for a Structured Supply Chain
Achieving these ambitious goals involves mobilizing the entire sector: "Every link in the chain contributes, from farmers and artisans to local authorities, municipal communities, the departmental council, and consular chambers. The price set by the producer, reflective of market conditions, is respected. Distributors within the association also assist producers in aligning with market demands while ensuring consistent market access. Moving forward, enhancing our visibility is crucial to providing optimal upstream support and guidance to farmers embarking on new ventures."
For more information:
Aurélien Clavel
Agri-Food Division
nosproduits-ishere.fr