Agricultural Show: Karine Le Marchand and the major retailers' seduction operation

The image is rare. Five large retail groups gathered around the same table and speaking with one voice. On Wednesday, February 26, Carrefour, Les Mousquetaires, Coopérative U, Auchan and Casino announced, during a press conference at the agricultural fair , that they had agreed to jointly carry out three actions around farmers' remuneration and the future of the sectors. At the helm of this operation is Karine Le Marchand, known for presenting the show " L'Amour est dans le pré" on M6. Last winter, in the midst of agricultural mobilization, the host had already made headlines by supporting farmers.

The one who is among the French people's favorite personalities has spoken several times, according to Libération , with the Minister of Agriculture. But that did not stop her from denouncing the inaction of the political world. "For years I have been warning about the situation in the agricultural world but nothing is happening," she said. Unwilling to wait any longer, Karine Le Marchand decided to approach these different distributors and bring them together to propose measures. She specifies that the ministry played no role in the operation and that she asked Annie Genevard not to be present on Wednesday morning. Also on the list of absentees, to the great displeasure of the host, is the leader of the sector, the Leclerc group, which did not wish to take part in the operation. Contacted, the group made it known that the host's approach is "fully aligned" with its "philosophy" .

This press conference comes in a particular context: on March 1, the commercial negotiations between manufacturers and large-scale retailers will conclude. "Relations this year are particularly tense. These announcements risk adding even more tension in the final hours. Manufacturers will probably think that large-scale retailers, through this operation, are giving the impression that they are doing everything they can to pay producers a fair price, while in the negotiations, they are putting pressure on them to push prices down," deplores Ludovic Brindejonc, CEO of Agri Éthique, the leading fair trade label in France; a label that was not consulted prior to the announcements.

A device for farmers in difficulty

Announcements structured around "three pillars" . The first concerns farmers in difficulty who do not have a contract with large medium-sized and surface areas. The five distribution groups undertake to contract directly, without intermediaries, with producers, at the price conditions set by the latter. The farms in difficulty that will be able to benefit from this system will be those that do not employ more than two full-time equivalents (excluding seasonal workers) and that are located less than 100 km from a store. The products will be highlighted on the shelves with a banner "Love is nearby". The stores will be able, if they wish, to use a photo of Karine Le Marchand to indicate the products.

The second measure concerns episodes of overproduction that result in a drop in the price paid to farmers, due to an imbalance between supply and demand. To limit the consequences of these overproductions, the brands have committed to reporting the products in question to encourage consumers to buy them. Karine Le Marchand is also calling on the media to alert the French when cauliflowers, zucchinis or shallots are overflowing from the shelves. For the moment, the M6-RTL group – where the presenter works – and CMA Médias (BFM, La Tribune, La Provence, etc.) have been approached. These alerts will not be sent through advertising inserts purchased by major retailers; Karine Le Marchand assumes that the media will be willing to become partners.

The third and final announcement is aimed more at young farmers. It consists of the creation of an "observatory of future sectors". Today, the French are demanding certain products, such as avocados for example, which are massively imported due to the lack of sectors in France. The five groups therefore intend to start from the observed consumption trends to initiate a "reflection on the agricultural sectors to be supported with a view to planning for long-term purchasing contracts (3 to 5 years) ".

“Yet another publicity stunt”

What should we think of these three measures presented with great fanfare by Karine Le Marchand and the distribution bosses? It is clear that their scope is limited. " It is a positive initiative that helps to raise consumer awareness, but it remains very marginal. And these are practices that are already largely implemented by distributors," observes an expert in the sector.

The National Association of Food Industries (ANIA) denounced "yet another PR stunt ". On the side of certain agricultural unions, the FNSEA and the Rural Coordination, the reception is rather cautious, while waiting to see how these announcements will materialize. In particular, the first one aimed at farmers in difficulty. "It is a good thing to help those in difficulty and young people, but it is all farmers who should benefit from remunerative prices, explains to La Croix , Véronique Le Floc'h, president of the Rural Coordination. And what about farmers who are in a PO, a producer organization? Will they still be able to offer their products directly to brands when they are legally linked to their PO?"

The Young Farmers welcome the creation of the "observatory of future sectors", which resembles a proposal already put forward by the union. But here too, questions remain unanswered . "Once a sector is identified as having a future, who will invest to develop it in a region? Large-scale distribution can commit to marketing the products, but will it work alongside the State to finance the tools and equipment?" asks Pol Devillers, vice-president. The players in large-scale distribution have agreed to meet in a year, at the next agricultural show. It remains to be seen whether they will provide answers then.