It has been a great pleasure to meet you through this column every month for the past year to discuss what is happening on the market at Rungis and among Parisian wholesalers.

This month, however, I would like to give two illustrations that give both an accurate vision and definition of the role of wholesalers and demonstrate the dynamism that is crucial to the many French regions.

In October, France celebrated Taste Week, a special series of nationwide events heavily sponsored by the sugar industry. All around the country, consumers of all ages had the opportunity to taste, discover and maybe appreciate the richness of food from around the world.

The fresh produce industry was also a sponsor. The Nice wholesale market authority ran its own initiative, with well-known chefs from the Côte d'Azur coming to meet schoolchildren for a special tasting experience. This proved to be a success that is bound to generate even more ideas at the authority. It is also a simple idea could easily be transferred to the wholesale sector in the UK. It would certainly emphasise the knowledge that abounds at markets on produce and confirm their role in the industry and to the consumer.

Remember the Orange Ribbon, that distinctive sign retailers show in their shops to indicate their customers they have sourced from Rungis? In northern France, Lille market has taken the concept a step further. It has teamed up with the venerable Pasteur Institute to create a label to guarantee the quality of produce sold on the market. The institute will undertake product analysis (residues, food & safety) and will report every six months. Potatoes, of which 20,000 tonnes are handled at the market each year are earmarked to be the first to be labelled and more vegetables will soon follow. This is a first in France, and the timing is perfect regulations will get tougher in the forthcoming months.

These are just two examples among many. At a time when the coast is not totally clear for the European wholesale sector, every illustration of dynamism is a good sign for the future.