This autumn, the wholesaler RibéGroupe, based in northeastern France, launched its own consumer brand “Les Jardins de Louis”. We are targeting supermarket and restaurant consumers,” explains Thomas Vallenet, commercial director of RibéGroupe. Les Jardins de Louis wants to seduce consumers by focusing their range on the promise of taste through four strong commitments which include selecting the best production lands and building partnerships with independent producers, fairly remunerated and committed to a more virtuous agriculture.
Locally produced apples, pears, endives and portobello mushrooms form the starting range of the brand, already distributed among the 4,000 clients of RibéGroupe. Particular attention was paid to collective catering and to the Egalim law, which will affect the entire sector by 2022. “Together, we support all our producing partners to comply with the HEV standards (High Environmental Value) and key Egalim certifications, by committing ourselves not only in terms of volumes, but also in terms of prices,” adds Thomas Vallenet. The range will grow with the seasons, especially this summer with partnerships already established on national productions.
First communication campaign
In order to promote the new brand, RibéGroupe launched a communication campaign. “With 4 visual messages, we show what the fruit and vegetable market has become: beautiful well-calibrated flawless but tasteless products. With this campaign, we want to reassure distributors and the end consumer with a simple message: ‘Don’t worry, real products still exist!’.”
Starting in November, RibéGroupe will organize, in supermarkets and the collective catering sector, an animation in the form of a “battle” between the “beautiful plastic products” and the “good products”, in order to illustrate this promise of taste.
Historical player in the distribution of fresh products, the RibéGroupe wholesaler is active in three specialized sectors: fruits and vegetables (Les Vergers d’Emma), seafood products (Promer Océan), and dairy-cold meat-poultry (Sidélis). The group supplies the northern part of France, through its branches in close proximity to retail and out-of-home catering clients. From its 6 warehouses, RibéGroupe serves 17 departments in 4 regions. The group currently counts 280 employees.