On September 21, 2011, the first “Beehive that says yes! opened its doors at Fauga, near Toulouse. 10 years later, with 1,700 beehives in France and Europe, the success of this concept at the crossroads of Amap and farmer drive is undeniable.
The “Beehive that says yes!” just celebrated its 10th anniversary at Le Fauga, a few kilometers from Toulouse. Indeed, it is in this small town of 2,000 inhabitants that this young growth, co-founded by Marc-David Choukroun, Guilhem Chéron and Mounir Mahjoubi, opened its first beehive on September 21, 2011. Thus embarking on the adventure direct sales of local food products.
“A beehive is a kind of farmer’s drive associated with an online ordering platform. Members can order local products on our website and then pick up their basket during a weekly meeting near their home, ”summarizes Odile Mailhé, manager of two beehives, at Fauga and Toulouse.
Flexibility and minimal constraints
Ten years later, 1,700 beehives have emerged in France (770) and the rest of Europe (930) and nearly 250,000 members, also called “bees”, regularly use this online ordering platform. The proof that this concept halfway between the farmer’s drive, the Amap and the ephemeral market had everything to seduce.
“I think the flexibility and lack of commitment greatly contributed to the success of the project. Registration is free and the only constraint lies in the fact that he will pick up his order over a two-hour time slot, in the hive of his choice. Finally, being able to meet producers on a regular basis at the delivery points offers a convivial dimension which is fundamental. People like to meet at the beehive, ”explains Odile Mailhé, who has managed the Fauga hive since its creation.
Relocate the economy and its food supply
If the young woman was convinced of the interest of the model when she even got involved in the project, she did not imagine such a success. “I had been looking for a local consumption mode for several years and wondering how to relocate our economy and our food. I was already registered in an Amap but I felt that I had to go further. Find other products. Not just vegetables. But it is a complicated and time consuming process. The beehive was totally what I expected. But I did not think it would take on such a scale, ”she testifies.
Direct sales at the right price
Concretely, “the Ruche qui dit oui” is first and foremost a website that connects consumers and producers living nearby. “They are the ones who set the prices for their products themselves. This allows us to guarantee a fair price, ”says Odile Mailhé. In addition to seasonal fruits and vegetables, “la Ruche qui dit oui!” offers meat, dairy products, processed products and even, sometimes, creations of local artisans. “For Mother’s Day we can offer jewelry,” adds the manager.
Refusing to rest on its laurels, “the Hive who says yes!” always seeks to continue. For example, by developing home delivery services or by opening real stores.