A group of French fruit and vegetable producers have decided to embark on a wonderful adventure by creating the "Paysans Résistants" initiative. Faced with the decline in growers and farmland in France, this movement aims to save farms from abandonment. "Many farms end their activity due to retirement or poor profitability. However, if French orchards are not taken over at the end of their life cycle, the surface area is unfortunately lost. Certain farms are also abandoned due to weather events that suddenly reduce the harvests to nothing."
Multiplication rather than reduction
On April 21st, 2017, Pierre Leroy lost 60% of his apple crop due to a night of frost. "Paradoxically enough, our reaction was one of multiplication rather than reduction. This event enabled us to question our model. In order to bounce back, we decided to invest in the acquisition of protected orchards and diversify into other crops. This enabled us to strengthen and save our farm, and it gave us the idea of creating 'Paysans Résistants'," explains Pierre Leroy, who initiated the movement. The initiative is based on direct sales to supermarkets, the real spearhead of the approach.
8 farms, 80 jobs and 8,000 tons of fruit and vegetables saved
Thanks to the Paysans Résistants movement, Pierre Leroy and his associates have already saved 8 farms, 80 jobs and 8,000 tons of French fruit and vegetables. This is only the beginning. "We currently have between 15 and 20 files on the table. These farms have been selected on the basis of their viability. We know that they can be profitable. Although we structure ourselves according to the opportunities we have, our preferred model is to find a young person who wants to take over a farm and assist them in setting it up. We provide bank guarantees, financial expertise and technical support. But today, we still need to develop our sales capacity."
Increasing volumes to save new farms
Generating new referrals, particularly from supermarkets, specialized retailers, central purchasing agencies and export markets, means saving new farms. To achieve this, Pierre Leroy and his associates are banking on the development of the "Paysans Résistants" brand. "This is also a request from our current clients. Until now, we have not marketed our approach. But we now need to step up the volumes in order to save new farms. By creating a brand, we will be able to give the product greater visibility with consumers and communicate about the movement. We are currently working on developing packaging for better visibility on the shelves, with a logo to symbolize the virtue of the approach. Consumers will then know that buying 'Paysans Résistants' products (apples, pears, asparagus, tomatoes or cucumbers) means consuming good, healthy, French produce, helping to save farms and thus contributing to the maintenance of French agriculture."
For more information:
Pierre Leroy
Paysans Résistants
Phone: 06 47 52 88 32
[email protected]