Local fruits and vegetables: producers facing the expectations of consumers and distributors

Abstract

In the fruit and vegetables sector, the producers develop strategies of differentiation based on geographic origin, in order to valorize typical rural areas (« terroirs »). Investigations among consumers show the very positive image of typical rural areas. Interviews among persons in charge in food distribution firms show that products from typical local areas are well integrated into quality strategies of these firms. The article presents the limits encountered to valorize those products and the consequences for the producers. Some results are given about the role played by logistics to help the producers to structure the local collective strategies. Some prospects are proposed concerning the conditions of development for these products and for the future of the involved territories.