The greengrocer's market - France

The early produce market covers the production, harvesting and distribution of fresh fruit and vegetables. Early marketers market fruit and vegetables sourced from wholesalers or local growers. Les primeurs are the third-largest fruit and vegetable distribution channel in France, and account for a tiny share of market sales, far behind supermarkets. Out-of-home consumption and producers' own consumption round out the sources of fruit and vegetable consumption in France. The early produce business appears to be on a very positive trend, with sales almost doubling in eight years. This dynamic is all the more impressive given that the French fruit and vegetable market is not following quite the same trend. France imports a significant proportion of its fruit and vegetables, not only to compensate for a climate that is not conducive to the cultivation of certain foods, but also to meet a diverse demand. On average, French households buy around 80 kg of fresh fruit and 86 kg of fresh vegetables each year, for a budget of over 460 euros per household. French households, concerned about food quality and environmental issues, are buying more of their fruit and vegetables from the greengrocer, which is helping the channel to gain market share. Highly fragmented and highly competitive, the early produce market is still dominated by a handful of wholesalers in its distribution segment, with nearly half of all fresh fruit and vegetables distributed in France by wholesalers on and off the market. The early produce market remains intrinsically subject to the vagaries of climate and weather, which explains the occasional surge in prices, not to mention the international economic situation, the price of raw materials and fuel, and so on. Players in the early produce market are seeking to position themselves in the organic sector, which has now become an essential part of the food sector.