Bienvenue à la ferme

AgroBRIDGES Good Practice Recording Template
SFSC Name: Bienvenue à la ferme
Author(s) Aurélie Gardarin
Insert photo or any visual image or diagram e.g. /Word or Image Collage
Choose a primary theme that the Good Practice adheres to (three themes can be considered: Mutual benefits between primary producers and consumers
If relevant choose a secondary theme that the Good Practice adheres to Education and awareness raising practices
If relevant choose a tertiary theme that the Good Practice adheres to
EIP Practice Abstract Format:
Short summary for practitioners in English on the (final or expected) outcomes (1000-1500 characters, word count – no spaces).This summary should be as interesting as possible for farmers/end-users, using a direct and easy understandable language and pointing out entrepreneurial elements which are particularly relevant for practitioners. Research oriented aspects which do not help the understanding of the practice itself should be avoided.
Short description of the ‘Good Practice’: The “Bienvenue à la ferme” (Welcome to the Farm) approach is based on a French brand of hospitality and direct sales, supported by the network of Chambers of Agriculture. This network promotes local products and fair remuneration of producers. A variety of products are concerned: fruit, vegetables, meat, fish, cheese, jam, alcohol, wine, juice, and other non-food products such as wool and ornamental plants.

The innovation of this practice is based on a complete offer around the link to the producer. The mission of the network is to facilitate the daily consumption of farm products, and for that, they use all type of uses we can make through the farm experience : catering services, stays, leisure activities and sales products. 4 channels of sales are proposed:
– direct sales on the farm,
– local producers market: reserved exclusively to the producers, the markets are organized in collaboration with the municipalities. They are regulated by a charter specifying that the products are coming directly and exclusively from the producers. They are easy to spot thanks to a logo that identifies them.
– in producers’ shops
– or via farm drives: Today, more than 65 collection points allow consumers to buy their supplies. Coupled with the development of an e-commerce platform, “Mes produits en ligne” is a modular software made available by the Chambers of Agriculture to farmers to create their e-shop. This tool has been developed from the leading open source e-commerce platform Magento, owned by E-Bay.

Bienvenue à la ferme is governed by an ethical charter aimed at clarifying the brand commitments for both farmers and consumers, and by specifications and technical notices governing each of the services developed by the network.
The brand is supported by the advisors of the Chambers of Agriculture. 200 experienced advisors throughout the country support members in their projects. This allows farmers to be advised and monitored in the realisation of their project, to follow appropriate training, to benefit from the preparation of subsidy applications and to develop their outlets.

The network is also implementing a dedicated communication with the development of departmental and regional guides, dedicated national events, a presence on social networks, a showcase website with nearly 400,000 visitors per month associated with a smartphone application. The communication is based on the brand registered at the INPI with a logo (see visual image) and a slogan “live the Campaign more closely”.
Main results/outcomes of the activity (expected or final): Bienvenue à la ferme was launched in 1988 by and for farmers (by the Permanent Assembly of Chambers of Agriculture). Today, nearly 9,000 farmers, professionals in direct sales and on-farm hospitality, are members of Bienvenue à la ferme to diversify their agricultural activity.
The results of an online study and qualitative interviews carried out in 2016 on 1488 members:
– Nearly one billion euros in turnover for Bienvenue à la ferme activities
The breakdown is: 20% in agritourism, 53% in direct sales, 27% doing both agritourism and direct sales.
– 43% of the network’s farm producers are under an official label, i.e. 27% PDO/PGI and 12% organic.

The network is a dynamic factor
– 21,000 jobs dedicated to Bienvenue à la ferme activities
– 43% of members make more than 75% of their turnover from Bienvenue à la ferme activities
– 86% of members recommend the brand to their fellow farmers
Further information/Reference: www.bienvenue-a-la-ferme.com
Short summary for practitioners in native language on the (final or expected) outcomes (1000-1500 characters, word count – no spaces).
This summary should be as interesting as possible for farmers/end-users, using a direct and easy understandable language and pointing out entrepreneurial elements which are particularly relevant for practitioners. Research oriented aspects which do not help the understanding of the practice itself should be avoided.
La démarche Bienvenue à la ferme repose sur une marque française, d’accueil et de vente directe, portée par le réseau des Chambres d’agriculture. Ce réseau met à l’honneur les produits locaux et la juste rémunération des producteurs. Une variété de produits est concernée : fruits, légumes, viandes, poissons, fromages, confiture, alcools, vins, jus, et autres produits non alimentaires comme la laine, les plantes ornementales.

L’innovation de cette pratique repose sur une offre complète autour du lien au producteur. La mission du réseau est de faciliter la consommation quotidienne des produits de la ferme, et pour cela, ils utilisent tous les types d’usages que l’on peut faire à travers l’expérience de la ferme : services de restauration, séjours, activités de loisirs et produits de vente. 4 canaux de vente sont proposés :
– la vente directe sur la ferme,
– dans les marchés des producteurs de Pays : réservés exclusivement aux producteurs et au service de la convivialité, les marchés sont organisés en lien avec les collectivités. Ils sont réglementés par une charte qui précise que les produits vendus sur le marché proviennent directement et exclusivement des producteurs. Faciles à repérer grâce à un logo qui les identifie.
– dans des magasins de producteurs
– ou via des drive fermier: Aujourd’hui, plus de 65 point de retrait permettent aux consommateurs de s’approvisionner. Couplée au développement d’une plateforme de e-commerce, Mes produits en ligne, est un logiciel modulable mis à disposition par les Chambres d’agriculture auprès des agriculteurs pour créer sa e-boutique. Cet outil a été développé à partir de la plateforme open source leader du e-commerce Magento, propriété d’E-Bay.

Bienvenue à la ferme est régi par une charte éthique visant à clarifier les engagements inhérents à la marque tant pour les agriculteurs que vis-à-vis des consommateurs, et des cahiers des charges et notices techniques régissant chacune des prestations développées par le réseau.
La marque bénéficie d’un appui par les conseillers des Chambres d’agriculture. 200 conseillers expérimentés sur le territoire national accompagnent les adhérents dans leurs projets. Ceci permet aux agriculteurs d’être conseillés et suivis dans la réalisation de leur projet, de suivre des formations adaptées, de bénéficier de montage de dossier de subvention, de développer leur débouchés.

Le réseau met également en place une communication dédiée avec le développement de guides départementaux et régionaux, des évènements nationaux dédiés ou une présence sur les réseaux sociaux, un site internet vitrine avec près de 400 000 visiteurs par mois associé à une application smartphone. La communication repose sur la marque déposée à l’INPI avec un logo (voir visual image) et un slogan “vivez la Campagne de plus Près”.
Pearls, Puzzles, Proposals? Pearls: Bienvenue à la ferme is gathering all type of activities to link with producers on the territory whithin a unique platform and a unique brand. The referencing is important and allow consumers to find local farms to stay or buy products.
Puzzles: What happens if the farmer does not respect the charter? Are there enough controls to limit/avoid abuses (e.g. reselling wholesale products)? Proposals: The concept is based on the support of the national and local network of Chambers of Agriculture governed by an ethical charter and highlighted by a recognisable brand and logo.
What needs did the ‘good practice’ respond to? It provides producers with a support service for their development and their sales. It gives consumers a better trust in products thanks to the brand commitments. As it is a national inititiatives, it will help the dissemination of the model and the uptake of the model by producers and consumers.
Methodology Used: Ethical charter and specifications governing services
Sector All Sectors
Actors/Stakeholders involved. Who are key actors in the supply chain AND who are key enablers of the process? food producers, local store, consumers, Chambres d’agriculture
Is the good practice supported by an IT application? If yes please describe and collect the TRL The good practice is also supported by a smartphone application and e-commerce platform
Media attachment (e.g. video link) or other attachment describing/depicting the Good Pratice Compte Facebook : https://www.facebook.com/Bienvenuealaferme/ Compte Twitter : www.twitter.com/bienvenueferme Compte Instagram : www.instagram.com/bienvenueferme Chaine Youtube : www.youtube.com/user/Bienvenuealaferme
Key words farmer network, local, Agricultural chambers, trademark,
Additonal infromation for reporting purposes
This project has received funding from the European Union’s Horizon 2020
research and innovation programme under grant agreement No. 101000788

 

 

 

 

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