In a context of fluctuating consumption of fresh produce, Rungis Market must assume its central role in all sectors. Its solid experience of upstream factors, understanding of supply systems and ability to adapt to the market gives it the wherewithal to intervene effectively at all stages of the food chain, from production to marketing and consumption.

Rungis supports regional production

The Market is a natural venue for promoting regional production. It also offers producers a tool to regulate surpluses while guaranteeing an outlet for niche products or any products usually excluded from the dominant distribution circuits for various reasons. The Ile de France producers' pavillion floor is a symbol of this. This 2200 m² building, opened in 2004, groups 82 producers of fruit and vegetables from Ile-de-France, who can sell their offer directly. This offer complements that of wholesalers at the Market, focusing above all on highly seasonal, fresh produce.

Rungis contributes to the trade’s vitality

As a central purchasing agency for independent traders, Rungis also acts as guarantor of the maintenaing of a dynamic local retail trade, thus helping to maintain diversity in the form of sales outlets. Contrary to popular thinking, the food retail trade is still booming in Paris. This is especially the case with minimarkets (from 120 to 400 square metres) and some small, specialist stores. Similarly, street markets, which were expected to disappear, are enjoying a comeback. The very existence of Rungis Market provides them with the means to develop themselves, whereas they have often disappeared in places where such infrastructures are not present. Moreover, since 2004, Semmaris is a partner in the week of events and promotional actions run with about 80 street markets organized by the city of Paris.

Rungis cultivates a well-deserved reputation

Communication campaigns targeting consumers are also necessary to defend fresh produce, the traders and restaurant owners who promote it.

3 promotional campaigns have therefore been run from 2005 to 2007

2,500 posters in the Ile-de-France public transport system, ads in the daily and trade press, commercials on national radio, a direct mail list of 35,000, stickers saying ‘You like quality, I buy from Rungis’, distributed to Market customers, all for a consolidated visibility with over 150 million contacts.
This further confirms the Market’s reputation. A survey conducted by TNS Sofres and published in early 2006, showed that 81% of French people spontaneously associate the word Rungis with the Market; the same number are confident that the products sold at the Market meet food safety standards; 83% have a good image of the Market. .

Rungis supports the down and outs

Unsold fruit and vegetables are collected and sorted to supply food banks. The national association for the development of social groceries (ANDES) has a 900 m² warehouse at the Market where surplus produce is collected and sorted, thus offering greater diversity to the beneficiaries who no longer have the means to buy certain fresh produce. This project has also permitted the reintegration of 14 people suffering from long-term unemployment.

Rungis has its own “bible”

Written by Patricia Kapferer and Tristan Gaston-Breton, “Rungis –the greatest market in the world” was published by Editions du Cherche Midi in their symbolic brands collection. In 176 beautifully illustrated pages, the authors explore “this place, unique in the world, which represents our food culture and preserves it for all. It amazes by its modernity and organization, by the quality and professionalism of these men and women, so there is now an export demand for its unique expertise. At a time of growing obesity, when healthy eating is a duty, Rungis, the bastion of the freshness culture, is leading the battle for a balanced diet. It is the world ambassador for our culture.”

Health through fruit and vegetables

Semmaris is a partner in the “Youth diet” programme in Val de Marne, backed by the national health and nutrition programme (PNNS), which consists in turning teenagers into informed consumers, promoting a nutritional policy in schools and identifying and assisting teenagers who are already overweight or obese.
In this context, the distribution of fruit to about sixty Val de Marne middle and high schools was organized on three separate occasions over one week. The aim is to introduce children to products of excellent quality or with which they are unfamiliar. In the same spirit, Rungis was one of the first to sign the ‘Fruit, vegetables and society’ charter launched by the fruit and vegetable trade association, and participates in the “Fresh Attitude” week the latter organizes every year; in this way, Rungis Market helped arrange for over five tons of fruit to be tasted in the Luxembourg gardens in Paris on 17 and 18 May 2006.