We created our own brand to enable our customers to better satisfy their own customers!
16 November 2023
At Lagache, our historic business is shipping. That’s why it’s essential for us to provide a reference point for our customers and, by the same token, a reference point for the end customer. This is all the more necessary now that the range of fruit and vegetables on offer is so vast, and consumers are increasingly demanding!
Histoires de Producteurs, our own brand with a high-quality, responsible positioning.
If our customers are BtoB, we think BtoBtoC! Histoire de Producteurs, launched in 2021, is the result of listening to market trends and meeting producers in the Hauts-de-France region who are committed to production that is strictly respectful of the environment and health. They produce the very best fruit and vegetables. We are committed to a qualitative, environmental and sustainable approach.
Two years on, why is it working?
I would talk about expertise, consistency and trust.
Expertise, because we have both an excellent knowledge of the terroirs and excellent relations with certain local producers developing responsible agriculture.
Consistency, because together with our teams, we remain aligned with our strategy, which puts quality at the heart of everything we do.
Trust, because that’s the key to making it work! Trust with the producers, trust between ourselves, trust with our customers, trust between our customers and their consumers, and ultimately trust in the brand! From a business point of view, it means more sales for everyone. It’s no coincidence that trust is one of Lagache’s core values.
A niche brand to sell more
While all the indicators are green, there is no desire to transform this brand into a machine selling thousands of tonnes, ‘just’ to maintain quality over time. No desire to industrialise. Creating a brand with a real promise of quality in fruit and vegetables is a complex exercise in style, because nature always has its say. Today, with endive and Brussels sprouts, we are asserting this niche positioning with products from the production basin in which we are based: Hauts-de-France.
Our greatest satisfaction is to hear our customers asking for “HDP”(Histoire de Producteurs) as if this brand had always existed! Thank you to them, to the producers and to the teams!
