Farmers' commercial strategies in a peri-urban context: the place of direct sellings - Case of the Pays d'Aix agglomeration community (Bouches-du-Rhône)

Abstract

In connection with the urban development, the farms can adapt themselves to the particular conditions of periurban areas by the means of direct selling. The study carried out near the city of Aix en Provence, in the south of France, shows that the commercialisation strategies linked with the territory are mainly encontered in the vegetables and wine sectors. In the vegetables case, selling on the producers markets is often practised by little farms. Direct selling to supermarkets and hypermarkets can also be observed. For wine, direct selling is mainly developed by the more dynamic firms, and in particular selling at farm.