While the organic market is running out of steam, the short circuit, for its part, continues to develop. According to specialists in the sector, the decline in purchasing power caused by inflation forces consumers to make budgetary decisions. In this context, the Bienvenue à la ferme network has serious assets to promote.
Created in 1988 by the Permanent Assembly of Chambers of Agriculture (APCA), it brings together 8,000 member farmers, 58% of whom develop a short circuit activity (sale at the farm, in markets or in stores), 24% are launched in agro-tourism and 18% are present in these two sectors. With one billion euros, the overall turnover is far from negligible. To continue to develop in a more structured way, Bienvenue à la ferme set up a dedicated entity in 2021 called Fermes & Co, of which the APCA is the main shareholder. “The idea of creating a brand dates back to 2017. We opened our two pilot stores in Lantic (Côtes d’Armor) and Ménilles (Eure), which allowed us to refine the concept. Then we launched a third in 2021 in Craon (Mayenne) and two new ones last year in Argentan (Orne) and Petit-Caux (Seine-Maritime)”, specifies Patricia Sijilmassi, the general manager and development of Fermes & Co.
Four new openings are already scheduled for the start of the year in Clermont-Ferrand (Puy-de-Dôme), Cahors (lot), Paulhan (Hérault) and Bergerac (Dordogne). “And we expect to achieve six more before the end of 2023, with 45 other files being studied,” she rejoices. Preferred locations? Farms, of course, but also town centers, without forgetting medium-sized towns, city centers and even outlying districts. “Surfaces can range from 120 m2 to 400 m2,” says Patricia Sijilmassi.
A secure source of income for farmers
The profile of the future franchisees sought by the brand is diverse: farmers, grocers, bakers and other convenience stores wishing to convert to the short circuit. There are also entrepreneurs attracted by trade or willing to support local producers. “For farmers, the short circuit represents a virtuous circle because it allows them to be less dependent on increasingly globalized markets. It also encourages them to diversify their production and offers them a secure source of income”, explains Jean -Marie Lenfant. The delegate president of Bienvenue à la ferme knows what he is talking about: he is himself a farmer in the Eure and has a point of sale on his farm.
Aware of the complexity of the approach, the experts of Fermes & Co support future affiliates in the search for financing, the realization of market studies, the development and promotion of the assortment of products, but also commercial animation. and communication. “We also put them in touch with local producers in partnership with local chambers of agriculture and we stand by their side during the first meetings, adds Patricia Sijilmassi. A network facilitator visits each shop every six weeks. In addition, we hold regular online meetings with store managers. In 2023, we will organize the brand’s first annual convention.”
The conditions of access to the franchise (7-year contract) include an entry fee of €20,000 in the event of creation and €10,000 for the simple conversion of an existing business. The new affiliate must, moreover, return 2.9% of its turnover, excluding taxes, in respect of the royalty and provide 30% of the total amount of the investment. “The performance of existing businesses varies according to location, recognizes Patricia Sijilmassi. But, on average, they achieve €5,500 in turnover per m2, some even exceeding €8,000.” A fine performance, indeed.
An article from the “Franchise” special issue of L’Express. On sale since March 16.