1.1 Definition and scope of the study
Fruit and vegetable traders, also known as wholesalers, act as intermediaries between producers (French or foreign) and distribution players such as retailers, catering companies and sometimes the processing industry.
The market players are therefore producers, cooperatives, shippers, central purchasing agencies, wholesale markets, supermarkets, greengrocers and restaurant owners.
In France, the activity of traders is in a great dynamic . The health crisis has not impacted the sector's turnover, which has been in a growth phase since 2014 : over the period 2014 - 2019, turnover recorded an average annual growth rate of 5.22%.
The French market benefits from the popularity of fruit and vegetables among households, but also from the demand for traceability and clarity as to the origin of products. Moreover, in the trend of "eating better" supported by the numerous awareness campaigns financed by the State, the traders have a card to play. Indeed, the highlighting of the activity can enable them to develop a differentiation of the offer through quality and therefore a range of activities that is growing and expanding.
Other key factors influencing the market include the trend towards consumption of organically grown products with higher value added
Finally, the market is characterized by a great stability in its structure with a stable number of players, an efficient territorial network and a weak competitive landscape. The good health of the sector is also reflected in the increase in the number of employees.
1.2 Fruit and vegetable production in the world
The FAO reports on the production of fruits and vegetables in the world.
Over the period ****- ****, fruit production increased from *** million tonnes to *** million tonnes, representing a CAGR of *.**%. For vegetables, production was *** million tonnes in **** and also increased to **** million tonnes in ****, with a CAGR of *.*% over the period. ...
1.3 Fruit and vegetable traders in France in the global picture
Key figures for the fruit and vegetable market
Iterfel is an organization that brings together the various activities of the fresh fruit and vegetable sector. On its website lesfruitsetlégumesfrais.com, Interfel reports that France is the *ᵉ largest fruit and vegetable producing country in Europe (***).
FranceAgriMer (***) published in May **** the key ...
1.4 Foreign trade in fruit and vegetables
In France, traders work with foreign suppliers but make most of their turnover on the national market. The data of imports and exports of fruits and vegetables in France give nevertheless a good indicator of the main partners for the international trade of the sector.
The UN Comtrade site reports Customs ...
ANALYSIS OF THE DEMAND
2.1 Household consumption of fruit and vegetables in France
Household consumption in value and volume terms
In the key figures for the fruit and vegetable sector in ****, the establishment details the evolution of household consumption in volume and value for fruit and vegetables. Some of these data can be updated with the help of another FranceAgriMer report published in **** on ...
2.2 The distribution channels most favoured by households
The popularity of the different distribution channels is of great importance for fruit and vegetable traders. Indeed, the distribution channels are the customers of the traders, and the popularity of the channels influences the wholesale purchase volumes which influence the (***) purchase price and thus directly the turnover of the traders.
2.3 The organic market in full expansion
Trends in the fruit and vegetable market have a direct impact on the activity of traders. The demand for organic produce is growing and fruit and vegetable wholesalers must take this dynamic into account. This part is extracted from a Businesscoot study on the organic fruit and vegetable sector in France, ...
2.4 Consumer confidence in products and farmers
FranceAgriMer published the **** barometer of French confidence in fruit and vegetables in ****. The year **** resulted in an increase in French confidence in fruit and vegetables with * points for each category, raising the percentage of French people who have confidence in vegetables (***). Confidence in farmers has increased by * points to **%.
The primary ...
3.1 Traders: a key element in the value chain of the industry
Producers have two ways of selling their production:
Direct sales: on markets, to specialised shops, to processors in the food industry and to local supermarkets; The sale in short circuit (***): via the cooperatives and the forwarding companies which gather the productions of several farmers to obtain the best price with the ...
3.2 Overview of the wholesale business in France
Traders in France
The ACOSS database makes it possible to observe the evolution of the number of companies and employees registered under the NAF **.**Z code on the French territory.
Changes in the number of enterprises and employees under NAF code **.**Z (***) France, **** - ****, in units Source: ****
The number of companies ...
3.3 Traders in the distribution diagram: the distribution of value
On a regular basis, CTIFL produces a balance sheet diagram that shows the distribution in the fruit and vegetable sector. The latest edition is for ****. The chart below is taken from this diagram and details the main suppliers to wholesalers by value of goods purchased:
Distribution of traders' supply purchases* by ...
ANALYSIS OF THE OFFER
4.1 Traders: a guarantee of reliability and traceability
Quality rewarded by certifications
The role of traders in the sector is increasingly highlighted by consumers. Indeed, the latter are looking for transparency and legibility regarding the products they buy. For many, it is now crucial to be able to be informed about the origin of the products and the different ...
4.2 Wholesale markets in France
France has ** wholesale markets: Angers, Lille, Rouen, Rungis, Rennes, Nantes, Tours, Bordeaux, Agen, Toulouse, Montpellier, Perpignan, Marseille, Cavaillon, Chateaurenard, Avignon, Nice, Grenoble, Lyon and Strasbourg.
The role of the wholesale markets is to organise the supply of fresh products to independent traders. They are essential partners of the out-of-home catering industry, ...
4.3 PESTEL - SWOT - and Porter's Forces
Pestel analysis of fruit and vegetable traders' activities in France
The SWOT matrix of the sector
Porter's strengths of the business
5.1 General regulations
The traditional regulatory framework for fruit and vegetable trading activities
Decree **.**** of **/**/**** sets out the health rules for fruit and vegetables. They must be: of sound quality, clean, whole and must have reached a sufficient degree of development and ripeness; Decree n°**-**** of **/**/**** modified by decree n°**-*** of **/**/****: The ...
5.2 The quality approach
The UNCGFL's requirements
THE UNCGFL, Union nationale du commerce de gros de fruits et légumes (***), is responsible for carrying out audits of fruit and vegetable trading activities. It initiates, sometimes in partnership with other professional organisations, differentiation approaches for fruit and vegetable wholesale companies.
Charter of professionalism: This is a ...
POSITIONING OF THE ACTORS
- Pomona Groupe
- Grand Frais (Prosol)
- Compagnie fruitière Paris
- La fraicherie
- Les Crudettes - LSDH Groupe
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