short-circuit power

"Mes Voisins Producteurs": the local alternative to junk food

The purchase of food products in short-distance mode is gradually becoming part of the French people's habits. "Mes Voisins Producteurs", a new marketplace on the Internet, adds a Premium dimension to this eco-responsible consumption model by further reducing the distance between the fork and the fork. Explanations with Jérémie Guilbert the founder of the brand.
Local, short circuit: more and more consumers are buying local products directly from producers, either by internet or by going directly to the farm. Because consumers are more and more attentive to what they eat - according to the Natural Marketing Institute, 71% of the French prefer to buy local products - the short circuit and the local respond to an obvious demand: to avoid many intermediaries and to promote good eating habits. And the origin of the products is one of the main concerns of almost all consumers. Buying on the short circuit is a way for the consumer to rediscover the flavours of his region, to react to the trivialization of products and to re-appropriate his food. 

Le Amap Network, The Beehive that says yes... the local purchase is on the rise. More than just a flash in the pan due to a militant consumer revolt against the society of over-consumption and junk food, this is indeed a lasting phenomenon that is becoming obvious and routine in a growing number of households.
Mes Voisins Producteurs is a Lille-based company which has set itself the ambition of putting the best products in the basket of the city's inhabitants for an ever-lower impact on the environment. A way of responding to the concerns of the moment while making current consumption patterns a tool for progress for all: producers and consumers. It's a small and young company, but one that is already doing a lot of good around it.

No more sunny vegetables in December, in winter it will be potatoes, beetroot and leek soup! Most of these farmers' collectives offer the same purchasing model: You order your products on the internet and you go and get them from collection points with a slightly underground atmosphere and fixed times and days. If the constraint is easily acceptable in view of the freshness of the products purchased, we all have to admit that we have all forgotten one (or two) days, or had the impossibility to go to the appointment.

My Neighbours Producersthe Lille version

It was on the basis of this observation and after having experimented with several of these rural cooperatives that Jérémie Guilbert from Lille launched into a rather crazy project. Following the example of these chefs who have become stars of the small screen who revisit the chicken with mushrooms in supreme of poultry with Perigord black diamond, he modernizes the model of the short circuit by bringing him some novelties. The products come from producers less than 50 km from the Lille metropolis. 90 % organic (See the list of producers)
First of all, while weekly distribution is the most widespread practice, the daily service is offered by "You order your products on the site before midnight and they are available the next day at 5:00 pm. There are very few e-merchants that are that fast. We're almost better than Amazon on this point! » jokes Jeremiah.
Then, the other element that adds meaning to the Mes Voisins Producteurs project is the recovery of green waste produced by customers. "The peelings, eggshells and other organic residues will be composted and then redistributed to market gardeners. It's a virtuous circle, everything that came from the earth will go back to the earth. »

Evolving to adapt to the customer

And last but not least, icing on the cake or a knob of butter in the soup, home delivery is now possible. "In addition to providing good products, I offer a service that minimizes constraints. In my approach, it is the customer experience that is paramount". explains Jeremiah. Passionate about mountain biking and very sensitive to environmental issues, he naturally chose the bicycle as a mode of transportation. Every evening, a small fleet of couriers loaded with fresh produce criss-crosses the Lille metropolis. "We chose to work with a cooperative that provides social and tax protection for its couriers. The cost of delivery is paid in full to the couriers. »
By allowing orders to be placed "from the couch" and by offering next-day home delivery, Mes Voisins Producteurs is giving a new image to the short-distance shopping model. "Since July 2016 I have been working hard on the project. And then on September 11, 2017 at 3 am I opened the website. The next day I already had 12 orders. I confess that I had a little mix of stress and euphoria at the time. Now we have 300 loyal customers and withdrawals or deliveries every day.
With Cédric and Jean, his two associates, Jérémie has many development projects including the multiplication of distribution points to get even closer to consumers and the purchase of a new trailer bike that you can help finance on the platform. Miimosa. If mass distribution is evolving to adapt to the new habits and requirements of their customers, so are the associations of local producers. And that's good for the future.

Photo credits : Mes Voisins Producteurs
To go further :
- Article from France culture "Short Circuits: The Slow Evolution of Producers" – 2017
- Survey "Local Life"  de l'observatoire mes courses pour la planè and Utopies - February 2017

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