French consumers demand more local, organic produce

French markets are famous for their fresh produce, but life isn't always easy for French farmers in…

French markets are famous for their fresh produce, but life isn't always easy for French farmers in the face of climate change and competition from agribusiness.

Tucked under a railway track, the Estacade Market in Grenoble buzzes. Armed with caddies and wicker baskets, customers jostle past on a quest for the plumpest tomatoes, ripest eggplants and freshest lettuce.

As shoppers searched for their prize, farmer Agathe Basset arranges her display of produce, showcasing yesterday's ripest harvest.

"Going to the market is a pillar of French culture," she says, bagging celery for a customer.

Around France, such markets form part of the culinary culture. Considered the global standard of haute cuisine, French gastronomic meals have been named by UNESCO as part of the world's intangible heritage, an honor shared only with Mexico.

"I talk about how I grow my crops directly with the customer," Basset explained. "I also get feedback, and it's gratifying that people appreciate our hard work."

Farmers like Basset have noticed shoppers are demanding more local and organic options, which she credits to media coverage of agribusiness.

"People are looking for authenticity and to meet the farmers," she said.
Customer Laurent Thomas makes it a priority to buy products from local farmers. Going to the market twice per week, the 30-year-old aims to support the local economy and the environment.

"Buying at the market lets me have local fruits and veggies that are in season and grown in a sustainable way," he explained. "I prefer to buy apples grown 50 kilometers (around 30 miles) from my house than an organic kiwi from New Zealand."

Industry experts have also taken notice of the trend toward sustainability.

"Consumers are changing. People are well-informed and demanding new options, but they are also contradictory. They want quality products without spending money," said Marie-Laure Hustache of saf agr'iDées, France's oldest agricultural think tank.