Plein Jour, a direct concept

An independent sector

Only producers who are very active are eligible. All are responsible for farms on a human scale and subscribe to the strict rules of organic farming: respect for long cycles, ecological constraints, just-in-time supplies.

In 2018, more than 6,200 of them converted their farms to organic farming. They have never been so numerous and their census is increasing.

At the same time, we observe that the average age of producers and breeders gained from organic farming oscillates between 30 and 40 years. Hence a generational convergence between a young target of very connected consumers, showing choices significantly different from those of their elders and a very mobilized generation of farmers engaged in the organic sector.

This convergence is the foundation of the Plein Jour strategy. It is based on a generational dynamic of values, where supply and demand meet and share reciprocal interests.