Fruit and Vegetables of Typical Local Areas: Consumers' Perception and Valorization Strategies through Distributors and Producers

This paper presents some research results and elements, as matter for thought, about valorization strategies for regional typical fresh fruit and vegetables. Surveys conducted in hypermarkets highlighted the consumers' interest for this kind of products, which convey positive and reassuring images. Interviews with people in charge of ma ss distribution showed that distributors pay greater attention to these products, that can serve their strategic objectives. Producers must, however, prove their organization and quality management abilities, to meet distributors' quality and organization requirements. The following conclusions can be drawn from the study: even if regional typical fruit and vegetables are presently representing interesting outlets, their valorization can be hampered by certain limits. The promotion possibilities among consumers, the interest shown by distributors, and the risks taken by producers may be considered as those limits. Nowadays, the sector of fruit and vegetables is facing a sharp competition. Among the different factors explaining this situation, one can state the increase in productivity, registered during these last decades, the internationalization of exchanges, as well as the broad choice proposed to the consumers. French fruit and vegetables are thus in competition with importation products, in or out of season periods. Moreover, fruit are subjected to the competition of yoghurts, ice creams, and other milked desserts, which take advantage of innovation and promotion strategies, developed by the main agro-food companies. ? Cemagref Groupement d'AIX EN PROVENCE Le Tholonet B.P. 31 13612 Aix en Provence cedex 1 -