Cédric Leite, Mighirian Frères:

“Consumers go back to basics, no more room for pleasure”

The beginning of the year is a difficult period for many professionals in the sector. Consumption is still low due to the decrease in purchasing power. 'Basic' products sell well, but the more high-end products do not.

"French consumers go back to basics, and there is no more room for pleasure. For example, we manage to sell mid-range cherry tomatoes, but the premium range is not very popular this year. We always try to offer products that stand out, but for this campaign, we focused on more classic references. Usually, people allow themselves to consume luxury products for Christmas, but this year, it was not the case," explains Cédric Leite of Mighirian Frères.

The offer is also impacted by the increase in production costs. "There are a couple of references that we used to market in previous years, but we were not able to offer them this year because our suppliers did not want to heat up their greenhouses due to the soaring energy costs. However, even with this year's more limited offer, we still ended up selling some of our references at lower prices than last year because of the lack of consumption. In order to boost sales, temperatures need to go down. It is when it is cold outside that people take the time to cook and sit around the table to eat. For consumption to be dynamic, the weather must be consistent with the season."

For more information:
Cédric Leite
Mighirian Frères
Tel.: 01 41 73 78 14


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