Des paysans rachètent un supermarché pour vendre directement leurs produits



Comment faire pour vendre sa production maraîchère directement aux consommateurs, en esquivant les réseaux de distribution traditionnels, qui alourdissent la facture des consommateurs et réduisent comme peau de chagrin les marges des petits producteurs ? Ils sont 35 agriculteurs ou paysans Alsaciens a s’être posés la question. La réponse fut toute simple… se regrouper pour acheter un supermarché !


Des paysans rachètent un supermarché pour vendre directement leurs produits

Les initiatives paysannes pour passer outre la grande distribution se multiplient ces derniers temps. A l’image des 35 agriculteurs du Grand-Est qui se sont regroupés pour racheter une grande surface à Colmar, pour y vendre leurs produits directement du producteur au consommateur.


L’initiateur du projet, qui représente le collectif des 35 paysans est Denis Digel. Il préside le collectif des maraîchers de Sélestat, il explique comment est né ce projet de rachat :

L’idée m’est venue il y a longtemps. Je suis maraîcher et pratique la vente au détail depuis longtemps mais j’en avais assez de livrer mes produits à la grande distribution, de cette pression perpétuelle sur les prix et les services et la situation ne cesse de se détériorer.

paysans rachètent un supermarché

Avec d’autres agriculteurs, le paysan a ainsi racheté un ancien magasin Lidl « pour livrer le consommateur directement ». Le magasin rebaptisé Cœur Paysan est un lieu de vente directe où les agriculteurs tiennent des permanences régulières. Ce point de vente est un moyen de proposer d’autres produits, de valoriser les savoir-faire ancestraux des producteurs, ceux dont la grande distribution ne veut pas « où tout est calibré et standardisé », affirme le maraîcher. Lui-même cultive 35 sortes de tomates, « mais les supermarchés ne m’en prennent que deux sortes ».

A produits identiques, nous sommes moins chers qu’en grande surface.

paysans rachètent un supermarché

Répondre à une demande de produit locaux en forte hausse

Pour Denis Digel et ses collègues, l’objectif est aussi de répondre à une demande en forte augmentation pour les produits locaux. Les agriculteurs sont situés à moins de 40km du magasin. En termes de prix, le porteur du projet indique que dans leur supermarché reconverti:

Les fruits et légumes sont moins onéreux, par exemple le kilo de mâche est vendu 10 euros alors que les grossistes les revendent 12 à 13 euros le kilo (…) Certains produits sont plus chers, concède le maraicher comme les fromages artisanaux, mais la qualité n’est pas la même.

La fin de l’anonymat alimentaire

Concernant le modèle économique du magasin, là encore le mode de fonctionnement est différent de celui de la grande distribution. Les agriculteurs sont propriétaires de leurs produits jusqu’au passage en caisse où une commission de 22 à 32% est prélevée par le magasin. Les producteurs sont ainsi responsables de leurs produits face aux consommateurs et ce sont eux qui en fixent les prix.


Les paysans tiennent également des permanences, de deux demi-journées par mois minimum. Une présence appréciée par les consommateurs qui y voient ainsi un moyen d’avoir une transparence totale sur ce qu’ils achètent. « C’est la fin de l’anonymat alimentaire », souligne Denis Digel, pour qui cet échange producteur-consommateur est important:

On a besoin du retour du consommateur, c’est valorisant et puis nous adaptons, si possible, notre offre à leur demande. Par exemple, des clients ont demandé des nems au volailler pour le nouvel an chinois. Ils ont tous été écoulés!

paysans rachètent un supermarché

Chez Coeur Paysan on affiche pas que les prix !

Chez Coeur Paysan, on peut découvrir ou redécouvrir des variétés de fruits et légumes oubliés car délaissés par la grande distribution : c’est une chance gustative et nutritive ! De plus, on achète des produits frais au juste prix, qui rémunèrent correctement les petits producteurs… il n’est pas difficile d’imaginer que ce supermarché pas comme les autres fera bientôt des petits. Peut-être faut-il simplement que cette expérience soit connue du plus grand nombre, pour que d’autres paysans emboîtent le pas de leurs collègues Alsaciens.

Coeur Paysan : 84 Route de Neuf-Brisach, 68000 Colmar – Tel 09 67 83 57 31 – le site internet coeur-paysan.com
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