Located in the heart of Lomagne, Jardins du Midi is one of the oldest French players in the garlic sector. For 50 years, the company has remained faithful to its approach: "We seek above all to market seasonal products in order to make a qualitative offer throughout the year," says Philippe Quaranta, the company's Chief Executive Officer. With more than 500 references marketed, the marketer has focused on the segmentation of its offer, which is enhanced by a strong communication strategy. Involved so far in three initiatives: organic, ZRP and HVE, the company has decided this year to strengthen its commitment to its producers through a fourth initiative, entitled "Solidarity Range".
What does the Solidarity Range guarantee?
"What we call solidarity at home is the fact of guaranteeing the result of his farm and the farmer's income," explains Philippe. "It is a question of paying the right price for our farmers' production by taking into account all production costs to guarantee them an income". The approach also aims to offer a secure contract for farmers, since the company is committed to them over a three-year period.
For their part, farmers are committed to offering consumers a quality product that meets food safety standards and is produced in an environmentally friendly manner. The approach also includes a social responsibility for the health and safety of workers.
Even before the launch of the range, which will take place at the beginning of August with the marketing of the new harvest, 80% of producers have already signed up to this solidarity approach. If the Solidarity Garlic opens the ball this year, Jardins du Midi has already embarked on this process with onions and shallot.
About Jardins du Midi
The company was founded by Jeanne Duran in 1936. "There are personalities in the garlic business and Mrs. Duran is one of them. In the end, it led to the marketing of a local production, that of Lomagne," Philippe says. Then in 1985, Mrs Duran sold the company to her sons, which will be taken over later in 2011 by Les Halles Mandar.
In the 1990s, the company was structured, developed for export and diversified its distribution channels. "That's where the strength of Jardins du Midi came from, through mass distribution. In addition to offering a product, we have sought to offer a service. That's how we were in the 2000s, a hundred sales representatives dedicated to the sale of our products.
As a "value player" and not a "volumetric player", Jardins du Midi packages all its premium products, resulting from qualitative production processes, in its on-site packaging station. The company's involvement in eco-responsible production is the logical continuation of its commitment to sustainable agriculture, which it made some 20 years ago, in particular by eliminating anti-germinative preservatives. As for its commitment to organic farming, the company wanted to package its products in biodegradable packaging. Because as Philippe says, "If we are to commit ourselves to an organic approach, we want to do it to the end".
Philippe Quaranta and Camille Le Large
For more information:
Philippe Quaranta
Jardins du Midi
ZA La Sérignac
82,500 Beaumont de Lomagne
Tel: +33 5 63 63 65 36 00
www.jardinsdumidi.com
