On Tuesday, September 22nd, the first day of autumn, UGPBAN-Fruidor officially launched the chatbot (conversational robot) called “C’est pas des salades”. “This date made sense, since the chatbot is dedicated to French fruit and vegetables and encourages the consumption of seasonal products,” explains Audrey Ktourza, head of the marketing group UGPBAN-Fruidor.
“C’est pas des salades” is carried by all the entities of the group, including UGPBAN, Murissol and Fruidor for French bananas, Fruidor Terroirs and BUFL for the other French fruit and vegetables. “As a reminder, our group is a major player in the fruit and vegetable sector, bringing together 850 producers (600 producers of French bananas and 250 producers of other fruit and vegetables), with more than 20 sites in France. Our group is focused on innovation, which is what guides our producers daily,” adds Audrey Ktourza.
A simple tool providing a wealth of information about French fruit and vegetables
“C’est pas des salades” was born during a hackathon that took place at the end of 2017. The management committee had submitted 9 projects to the employees. The theme of the project, acclaimed by all participants, was the creation of an F&L consumption assistant. Many brainstorming sessions later, the chatbot tool was chosen. Thanks to the chatbot “C’est pas des salades”, information about French fruit and vegetables is at your fingertips. Félicie (Fruits et Légumes d’ICI) shares her tips and advice on production methods, cultivation and properties of fruit and vegetables. She explains how to choose, store and prepare a fruit or vegetable. The chatbot “C’est pas des salades” is meant to help promote French fruit and vegetables, especially among young people who are always connected, and thus to benefit the entire sector,” explains Audrey Ktourza.
The chatbot is accessible to all and 100% free of charge. It provides consumers with a wealth of information about French fruit and vegetables, in a simple and interactive manner. Thanks to Messenger, the chatbot is available 24/7. In addition to tips and advice, the users also have access to recipes using seasonal fruit and vegetables from the culinary digital media with more than 9 million unique visitors: 750g.
A tool that also targets athletes
“On September 22nd, a launch campaign was activated on social networks. We have also asked our existing communities (Banana of Guadeloupe & Martinique, Les Nouveaux Producteurs, the group’s LinkedIn page…) to promote this project.
Thanks to our partnership with 750g, visibility is ensured this month on social networks. In order to reach athletes, an interesting target for “C’est pas des salades”, we have established a partnership with L’Orange Bleue, leader in fitness and indoor sports,” adds Audrey Ktourza.
Videos and radio ads are broadcast in the 400 French clubs of this brand. Events have been taking place since September 22nd to get to know “C’est pas des salades”, until the 16th of October, if the sanitary conditions allow it, in the 10 L’Orange Bleue clubs, with the participation of Frédéric Jaunault, Best Craftsman of France in Fruit and Vegetables 2011.
A successful and constantly evolving tool
Audrey Ktourza wants to highlight the chatbot’s potential. “C’est pas des salades was tested twice by 500 people of the consumer community The Insiders: in November 2019 and August 2020. 71% of them acknowledged the richness of the chatbot, as well as the reliability of the information provided. Between 2019 and 2020, “C’est pas des salades” continued to grow and 76% of The Insiders rated its development as very positive.”
The chatbot is a constantly evolving tool. The more users will chat with it, the more the chatbot will feed from the interactions and become more and more intelligent.
“To this day, 50 fruit and vegetables are being processed. The objective is to talk about the hundred fruits and vegetables produced in France and overseas. Our UGPBAN - Murissol - Fruidor - BUFL group is very proud of the creation of this tool which attests to its commitment to innovation.”
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