Markets are popular in Ile-de-France
While a significant number of French consumers (40%) say they usually buy their fresh produce from supermarkets, well ahead of markets (14%), the latter nevertheless seem to be popular with a majority of Ile-de-France consumers, since 29% report buying from markets, ahead of large and medium-sized retailers (respectively 27% and 17%). These figures should be compared with the figures for Rungis Market attendance by market retailers in the first half of 2009, which held up well (exactly the same attendance in the first half of 2008), particularly in June (+6.4% compared with June 2008).
Consumers increasingly careful about the provenance of foods
French consumers continue to demand high standards from the foods they buy: 74% say they are careful about the provenance of the foods they buy. It is reassuring to know that the decision to buy is
not always to the detriment of product quality, even in a difficult economic context. Consumers tend to buy smaller quantities in order to maintain an acceptable standard of quality, and some products are booming, like organic products.
A solid confidence in producers and retailers
Producers are particularly well-considered by the French, who have a more or less unanimous confidence in them (91%). Specialized retailers and local markets are also well-perceived by the general public, with excellent confidence ratings, respectively at 90% at 84%. Hypermarkets and supermarkets lag far behind with 63%, a rating that is nonetheless quite good.
Rungis Market is an essential link in the fresh produce distribution chain and well-known as such
As can be seen from the last graph, the French also have confidence in wholesale markets like Rungis Market, which still has a very good image (79% nationwide and 84% in Ile-de-France), combined with an exceptional awareness since 82% of the French spontaneously associate Rungis with the International Market, a percentage that peaks in Ile-de-France (95%), thanks to numerous campaigns geared to end-consumers highlighting the values that make Rungis strong: quality, pleasure, upholding traditions and proximity.
Rungis is a benchmark for variety and quality
Rungis has always stood for strong values while leading a daily battle for quality. The French are definitely aware of this message since 79% consider that Rungis ensures the supply of quality fresh produce in France and offers a very wide variety according to 85% of them. Rungis is also still perceived as reassuring from a food safety angle for nearly three quarters of the French. Rungis serves as an example today in this area and as a benchmark internationally.
As a result of this excellent understanding of Rungis values, conveyed to the end consumer through its principal ambassadors, namely retailers and restaurants, the fact that a fresh comes from Rungis is seen as a guarantee of quality for 59% of the French, sensitive to this supply chain that respects the notion of pleasure allied with the consumption of fresh produce.
Display your window stickers!
The dated window stickers, which are segmented by profession, distributed every year to over 30,000 clients of Rungis Market also have a positive impact on consumers. 69% of French consumers effectively find the “You love quality, I buy from Rungis” message on the sticker coherent, because they feel this message reflects their idea of the Market.
For its fortieth anniversary, the 2009 window sticker was adorned with a promotional badge saying “Rungis World Fresh Produce Capital”, which was also approved by 65% of French consumers. This result is wholly in line with Rungis’ growing international status in French consumers’ opinion, since 71% stated that Rungis is an important actor in the global fresh produce trade.
In view of the above, posting a window sticker up should have a significant impact on trade, since for a majority of the French (53%) the sight of this sticker in a store or restaurant would incite them to enter, due to the confidence they have in Rungis Market.
Pro reviews
Sylvie Pasquet
(President of AIDPFL, co-Manager of the market garden company, Beausse Marc)
“Rungis is unarguably the largest market in the world and consumers have a very positive image of it. Food safety accounts for much of this, along with the communication campaigns run by the Semmaris Marketing Department, TV reports and all the media events. We can only be highly satisfied when we see that 91% of the people interviewed in an opinion poll have confidence in producers. This is genuine recognition of the quality of their products and their know-how. I think that Rungis will keep this positive image as long as the quality of the produce sold there remains high.”
Sophie Desailly
(President of Stratégie Gourmet, CEO of Alazard and Managing Director of Desailly - PLA Rungis)
“I think that Rungis’ fame can be credited to all the Market’s actors because of their professionalism, not to mention the companies that meet European regulations in terms of food health and safety (traceability, cold chain, HACCP, etc.) and are particularly reactive. Similarly, Rungis Market’s reputation is in good part due to the major communication effort made by Semmaris, which made the Market’s know-how and the quality of its products known. Through the media and many operations, Rungis’ image took on a European and even an international dimension. Moreover, a growing number of foreigners are coming to buy at Rungis. Rungis’ future is safe for all these reasons.”
Pierre Simiou
(President of the Rungis Syndicat des Négociants en Viande (meat wholesalers syndicate), Manager of Busnel-Brévier - Rungis)
“I think that the image of Rungis Market is positive and it has really improved significantly in the last fifteen years. This was made possible by the efforts of all sectors on a qualitative level and Semmaris’ highly positive action in terms of communication.
However, Rungis Market’s image can be improved in terms of services, quality of services and attracting clients, which is the sine qua non condition for its long-term success. Company managers at Rungis are aware that a considerable number of convergent efforts still need to be made to improve the Market’s image, but this is no easy task.”
Sandrine Choux
(General delegate of UNFD)
“Rungis Market has a very good image with fruit and vegetable retailers (14,600 in France, with 5,000 in stores and the rest working on markets). They buy their supplies from Rungis Market on a regular or even daily basis for those from Paris and the Paris region. The quality and variety of products, the breadth of the range and the number of wholesalers give these retailers free rein to find the product selection and segmentation that satisfies all their customers. Rungis is a necessity for retailers who want to stand out from the competition, like supermarkets, for instance. I think Rungis Market’s good image will last for as long it is backed by the best ambassadors for quality and local supply, namely retailers. In the same way, our retailers wish Rungis a long, successful future because without this market fruit and vegetable retailers would cease to exist.”
Rémy Yverneau
(General delegate of the Fédération Nationale des Détaillants (national retailers’ federation) for dairy products)
“Like dairy retailers, Rungis Markets benefits from a good image with consumers. This image is primarily due to the quality of the fresh produce, particularly the cheeses, sold by the companies at the Market, which correspond exactly to what we want in terms of quality. Rungis is a place that is unavoidable for any retailer looking for quality and a diversity of ranges. The efforts made with regard to food health and safety also enhance Rungis’ good image. By getting their supplies from this great market, retailers respond perfectly to consumer demand. The future of Rungis Market appears all the more positive to me as our own future depends on its success.”
Paul Darrac
(Vice-President of UNFD, Secretary General of the Chambre Syndicale des Fruitiers Détaillants (greengrocer employer’s syndicate) of Ile-de-France, and greengrocer retailer at the Market)
“Rungis Market has a very good image at national level and my colleagues from the provinces who come to visit are amazed to see the quality and breadth of the range of products on offer. This gives every retailer the means to target their own clientele perfectly and satisfy customer demands in the best way, by excellent value for money. Rungis Market is an excellent work tool for retailers, which should continue over the long term, backed by a broad consensus between all professionals from the sector to achieve more balanced volumes to ensure a proper income for everyone.”
Antoine d'Agostino
(Manager of Cave de Rungis - Rungis)
“Rungis Market is a market of professionals for professionals that is still focused on quality, and that’s reassuring for the consumer. The 40th anniversary is a good thing too. It’s true that Rungis’ image has really changed in 40 years, particularly in the quality of the products, the choice of ranges and the modernization and upgrade of its infrastructures. Rungis Market benefits from an excellent image abroad and it should continue to play the quality card, to keep this image permanent”.
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