Pastry chef Atef Barbouche was destined for a completely different career. However, while helping his father, a greengrocer in Paris who had lost his store manager, Atef Barbouche was touched by the lack of consideration shown to his father by customers and wholesalers, despite hours of hard work selecting the best fruit and vegetables on the market. He then decided to take on the challenge of restoring the greengrocer profession to its former glory. "There is a difference between a fruit and vegetable vendor and a greengrocer. Greengrocers are craftsmen. They seek out products of the best quality from their suppliers, and then sublimate them through various transformations. It is this added value and creativity that people admire and respect," explains Atef Barbouche.
New approach to the greengrocer profession
Much more than an ambition, Atef Barbouche wants to create a concept: Biogalta by Atef Barbouche. His goal is to enhance the value of the greengrocer trade by modernizing it through innovation. "It is a revolutionary concept, a new approach to our trade. I have already trained more than 145 professionals throughout France. Together with my federation (Saveurs Commerce), which helps me to promote this fine profession, and my associate Laura Sanchez, president of Biogalta, we want to raise the profile of the greengrocer profession in France and abroad."
A successful approach
The approach appeals to consumers and professionals. "Today, I work with Parisian places such as the Elysée and the Galeries Lafayette where, since March 18th, we occupy a space to showcase top-quality fruit and vegetables, and a range of transformations designed to help customers enjoy fresh produce in a different way. Customers are able to enjoy 100% fruit pastries, smoothies, juices, caramelized apples or pineapples prepared by a state-of-the-art machine. All these efficient, self-sufficient tools will be offered to franchised greengrocers who wish to follow our lead."
Innovation today is also synonymous with sustainability, so Atef Barbouche wants his approach to be as virtuous as possible: no food waste thanks to modern machines, a bulk offer to reduce packaging, and customer awareness of "zero waste."
Facilitating the daily work of greengrocers
The professionals who want to join Atef Barbouche on this adventure will benefit from his full support. "We want to facilitate the daily work of greengrocers. We are looking for one brand ambassador per region, whom we will support in carrying out the work, setting up the machines, communicating with customers and promoting the brand. Videos will be made available to demonstrate how we work, and to train them in various modern and innovative techniques, such as knife sterilization. All these tools can open doors for them to further develop their activity."
Exporting the approach internationally and promoting French products
The approach is a great success in France and it is also attracting interest beyond the country's borders, in Dubai and Australia for example. "These countries are looking for the pastry of the future, a gluten-free, sugar-free, lactose-free, no-bake, beautiful, healthy and delicious pastry. They are looking for French products and quality creations. This is a great opportunity to promote French agriculture around the world, and to showcase our expertise as artisan greengrocers."
For more information:
Atef Barbouche
Biogalta by Atef Barbouche
lafermedelongchamp@hotmail.com