Rapport nr - SIFO

20Capacity toanalyse themarketSuccess ofTerroir®store brandCapacity to commercialisequalityproductsCapacity to organisepartnerships withproducersFigure 2.3 Competences needed for Terroir® store brandCurrently, there are still not any leaders in the local food market, and it is still an important market thatis open. In order to evaluate the success of these store brands in the local food market, a more specificanalysis of Lapoule (Negocia) reveals three important factors, shown in the previous diagram (Fig 3).In conclusion, those involved in the manufacturing are the local producers themselves or small companieswho use local raw material normally produced by local producers to be in accordance with thespecification of the label or the appellation.The increased level of power associated with the Terroir® brands can be frightening. This explainswhy networks like “Bienvenue à la Ferme” - “Welcome to the farm” – are created and supported bythe Agricultural Chambers. Through this national network, product quality is guaranteed, and also developsa means of communication and regulation to protect the use of words “farmer”, “farming” and“peasant” by an association with the FNAPF (National Federation of Associations of Farming Producers).2.5 ProducersFrance, with more than 660 000 farmers, is the second largest exporter of food products in the agriculturalworld. Many producers are not professional, and therefore they may have another job in additionto small food production. Moreover, a lot of retired farmers continue to be involved in a productionactivity. French producers may be members of different organisations complementary to their professionalactivity. The majority of this population is between 40 and 60 years old. Newer generations arenot interested by this type of job, as it is not very valuable and typically lacks a high-income salary inour urban and modern society. To defend and ensure the durability of their job, producers are organisedinto unions or associations. The first goal of those groups is to reduce the falling number of farmersto influence the global policy and finally try to improve the value of their products. The two mainorganisations where producers are presents are The Producers Unions and The Agricultural Unions.