Today consumers are searching for direct contacts, traceability and food safety as well as alternatives to mass retailers. With FRAIS D'ICI, InVivo is innovating and bringing cooperatives a new food retail brand that responds to French consumers' expectations. For InVivo, local distribution and agri-food are a new growth driver with great potential, which offers opportunities for new businesses.
Eat Local, buy Local
"Eat local, buy local" is the concept promoted by Frais d'ici, whose first store opened at Portet-sur-Garonne, near Toulouse, on 15 October 2014. With a range of food products coming mainly from over 200 farmers and producer groups located in the Midi-Pyrénées region and around Toulouse, Frais d'ici offers local products with plenty of taste, at the right price, for the benefit of both producers and consumers.
More than 2,500 fresh, local products are used in its prepared dishes. Behind each product is a producer, a producer group, and a region, all named on the package.
By favouring nearby producers, Frais d'ici reduces the number of intermediaries, which means fairer prices for customers and producers alike.
Frais d'ici benefits the local farm economy by signing long-term contracts with farm producers.
FRAIS D'ICI, at the crossroads of new French consumer trends and the development of agricultural cooperation
While 80% of the French say they buy local products and 40% of consumers claim they might be encouraged to consume more of them if there were more outlet, Frais d'ici, with its range of fresh, local products, is establishing itself as an authentic and convenient brand that embodies the spirit of innovation at work in French agricultural cooperation.
In line with this strategy, InVivo began a review of investment opportunities in agri-food businesses, which are a natural extension of many activities in the farming industry, as part of its 2025 by InVivo plan. The aim is to find opportunities that will enable it to develop in the agri-food sector.