The fruit and vegetable sector relies heavily on B2B operations, in terms of both media and sales. According to Jean-Baptiste Lede, manager of La Ternoise, it would also be interesting to involve consumers more in the system. “Today, the whole distribution chain is remunerated on production value, but who contributes to the consumption value?

According to Jean-Baptiste Lede, a B2C partnership to raise awareness about production among end consumers would be an interesting way of creating value. “If I take the example of my production, which specializes in green asparagus, few consumers today know how to cook them. They are familiar with the large white asparagus, a very seasonal product that can be peeled, but most do not know that small green asparagus are even better and can be cooked in so many ways (barbecue, wok, salad). Informing consumers would enable them to discover this smaller green asparagus, and we producers would not have to devalue them. In this professional distribution chain, we need a partner to relay the value of consumer sales. This is true for all fruit and vegetables that are still not very well known.”

For more information:
Jean-Baptiste Lede
La Ternoise
jblede@laternoise.com