Promoting and clarifying the product offer helps MIN clients to differentiate themselves and stand out qualitatively from large and medium sized retailers (supermarkets) in consumers eyes. To that end, wholesalers are developing their commercial activities by building loyalty and expanding their clientele, focusing on certain types of products or on the organization of their sales floor (the square). An example of this is Banagrumes and Solanes, two companies that have created an organic fruit and vegetables department.
- Alain Alarcon (CEO of Banagrumes) : “One year ago, we started up an organic department with about ten listed products, notably bananas, lemons and strawberries. This department attracted new clients and we had to identify them, to develop and to meet the demand. The key to a good relationship between wholesaler and client is to promote the offer.”
- Pierre Rizzo (Managing Director of Solanes – Mandar Group)  : "Our company positioned itself in a new commercial domain, by creating an organic multi-product department, ranging from salads to fruit. Organic produce demands more rigour in terms of promotion and sales, and the notions of quality and seasons are more important. Organic products help you stand out and capture a new clientele and growth. Our goal is to offer what the client cannot find elsewhere, namely a comprehensive organic offer, with over 80 listed products."

Point-of-sale communication helps MIN operators inform loyal or new clients about promotional offers and new products. It can be done by different means: advertising on 4X3 boards, flyer handouts (distri’boîtes) at the entrances to the MIN, events on the sales floor.
Cantrel (catered products) has chosen to communicate by means of distri’boîtes at the entrances to the MIN..
- Nicolas Ivancic (Manager of Cantrel) :
“We mainly supply butcher delicatessens plus some restaurants, local authorities and wholesalers. Our line includes 650 listed products, with 90% standard products. We use several lines of communication: internal operations (promotions, tasting sessions, POS, etc.) for our regular clients with the presence of producers and suppliers, communication via the trade press (range, promotions, etc.) and every month, for the last four years, the distribution of a product catalogue in boxes at the toll booths (distri’boîtes) for Rungis Market clients; a solution that works. My job starts when the client passes the toll booth.”

A proactive commercial approach is necessary to increase market share and develop sales. An itinerant sales force, a regular, informative newsletter or setting up a commercial website can reach a new clientele and build loyalty with existing customers.
La société Oakleaf European (importer) uses the newsletter (e-mail and hard copy) to inform its clientele, build loyalty and find new prospects.
- Robin Dunlop (Purchasing Manager of Oakleaf European) :
"We are an English importer (36 employees, roughly 100 clients) of food products, most of which are bought in France at Rungis Market (50 tons per week). Our clients are upmarket restaurants and hotels (65%), wholesalers and semi-wholesalers (35%) in the United Kingdom. We send our clients a 7-page newsletter (prices, promotions, discounts, etc...) twice a week. We also send our clients and other prospects (250) a 7-page newsletter with information on different products (what's new, in season, growing, taste, instructions for cooking and gastronomy, etc.) twice a month. To maintain good relations with clients, you have to know how to answer their questions and our newsletter is a good tool for building loyalty and gaining customers."

Product promotion increasingly starts from the production stage, in synergy with the wholesale trade and in the client’s best interest. In fact, information and experience sharing are beneficial in commercial terms.
Pour Fleurassistance (horticulture sector), this commercial synergy means organizing demonstrations in partnership with its suppliers in order to train its clients.
- Maxime François (Manager of Fleurassistance, member of the board of the wholesalers association of the C1 Building) :
“In partnership with our Dutch suppliers of cut flowers and foliage, we organize demonstrations and events at our premises, aimed at our florist clients. The goal is to promote Dutch production. The latter supply the main product (one or more flower species, like alstromeria) and the trainers. It is a pity that there is no demand from French production. We co-finance these training courses, which we call master classes, and we supply the accessories and other products. Our “student-clients” are taught different floral techniques in this way, by redoing the floral arrangements made by the trainers. They learn to work quickly and more efficiently, and discover new products. We offer them their flower arrangements and lunch. We also organize product promotions and sales and informative events on various themes like the origin of the fragrance of roses, by the creator Arnaud Delbard. Furthermore, we are going to provide a space for our clients so that they can work there and relax in a pleasant atmosphere. The interest of these events and training courses is that “there’s always something happening” at Fleurassistance, which goes beyond the simple buy-sell context. They help us build closer ties with our clients and attract new clients. To that end, it is time for the four or five largest operators of C1 to agree to do a programme of events over the year.”

With the know-how and competencies of MIN companies, responding to clients’ new and specific needs is unavoidable. As a result, the supply expands and adapts constantly to the demand of the clientele.
For instance Les Pêcheries des Lilas (Seafood sector) fillets the fish, prepares orders and delivers.
- Stéphane Reynaud (Manager of Les Pêcheries des Lilas - R&O Group) : :
“Our activity involves fish filleting, order preparation and delivery of seafood products to our 200 clients in the upmarket restaurant business and collective catering in Ile-de-France. Our company has the benefit of a good reputation and an excellent image through the quality of its products and its competitive prices, as well as its availability and reactivity in terms of services. There is a strong demand for “ready-to-use” products and order preparation has risen sharply. Our company’s strength lies in its know-how and in customer satisfaction. To retain your clientele, you have to be a good listener, ever available and satisfy their needs. The notion of service is increasingly strong today. You develop the clientele firstly by prospecting, and secondly by word of mouth. Catering is still a market with a future, particularly for fish, but it is increasingly tough.”
Flossan (horticulture sector, producer of phalaenopsis orchids) proposes exceptionally fresh flowers by using sodium lamps.
- William Huynh (Commercial Manager of Flossan) :
“Present in China, Thailand, the UK and France (Rungis MIN and Bordeaux MIN), we only produce the phalaenopsis orchid, with an inventory of 60,000 orchids in our greenhouses located in the Eure department. Our clients (over 500) are upmarket florists and decorators. These delicate flowers need constant care and to preserve their natural freshness they are exposed to light from sodium vapour lamps (light between 4000 and 8000 lux) for 8 hours a day in winter and 5 hours a day in summer. They are also supported by a specially adapted stake. Lastly, our line is expanding with new varieties and colours corresponding to the clientele’s demand. This value added service helps keep our clientele loyal and increase market share.”