Why did Rungis market authority Semmaris decide to establish a representative on site at a London wholesale market - and what made New Covent Garden Market (NCGM) stand out from the rest?

The idea for a link-up between Rungis and a London wholesale outlet came from Semmaris chairman and ceo Marc Spielrein and David Bourganel, Semmaris director of marketing and communication.

In 2006, Rungis took a small stand at foodservice and hospitality event Hotelympia in London, and it became clear that lots of chefs and catering distributors in the UK were aware of Rungis and already buying produce from the French market.

We therefore wanted to explore the logistical solutions a link-up between Rungis and NCGM could offer, as well as build brand awareness. The four tenets of our brand are proximity, transmission, quality and pleasure, and this is the message we wanted to convey in the UK, where people are becoming much more aware of French food.

My job title is therefore brand ambassador, rather than market developer, because the latter role implies an element of selling, and that does not fall under my remit.

We chose NCGM because it is the wholesale market in London most dedicated to the catering and restaurant sector, so it is a logical partner for Rungis.

What is your own background and how did you find out about the brand ambassador role?

I graduated in June from EDHEC, a French business school, with a double diploma and an MSc in marketing.

I answered an advert for the position of brand ambassador for Rungis in London because I am interested in French food, wine and gastronomy.

I spent two months working for Semmaris - the equivalent of the Covent Garden Market Authority (CGMA) - at Rungis itself, and came to London at the end of October 2007 on a Semmaris contract. I am scheduled to stay here until at least December 2008.

What have you done in your role so far and what is in the pipeline for this year?

My first job was to try and understand how things work over here, so I have visited wholesale markets across London and also some restaurants.

In France, Rungis conducts business-to-business campaigns, and also consumer promotions. We have posters in the Paris Metro and have also printed stickers for retailers who buy from Rungis to display in their shops and stalls, to advertise the market. In France, the name Rungis is a guarantee of high-quality fresh food, but it is not as well known in the UK, so the consumer element may not come into play in London just yet.

We want to work closely with NCGM on both the wholesale and distribution side. Partnerships between businesses in NCGM and Rungis could be very valuable, both in terms of enlarging and diversifying the product range of each market, and in securing logistical solutions for delivering product into the UK. People in NCGM and Rungis certainly want to work with each other, but costs and logistical issues are difficult to overcome, and that is a key element we will be looking to improve.

We want to help people improve their product sourcing, but also enable companies who are ready to work in France, and vice versa, make the necessary contacts to establish an international side to their business.

On February 17-21, we will take a stand at Hotelympia, again at ExCeL, which this time we will share with NCGM. Wholesalers will be present on the stand, to show clearly the partnership between the two markets.

What are the key differences between NCGM and Rungis, and what do you think the two markets can learn from each other?

The most noticeable difference is that Rungis is a composite market, with traders selling fruit and veg, meat, fish, dairy, flowers and more besides. The concept of the one-stop shop really adds value and makes supply and distribution cost-effective for catering companies and restaurants.

Some companies in NCGM are already working towards the composite idea and are starting to supply lines other than fruit and vegetables. There is great potential for the two markets to learn from each other.

In December, CGMA chairman Baroness Brenda Dean and Marc Spielrein signed an official agreement, with the idea of the two markets sharing experiences, studying each other’s operations and boosting sales.

For example, on January 13-14 I will be taking a group of Rungis’ flower wholesalers around NCGM, and will then take UK wholesalers to Rungis in the future. Arranging these kinds of visits and making contacts will be a core part of my job.

Do you think people in the UK are more receptive now to good food than they used to be?

More people eat out over here on a regular basis than they do in France. I can see from television and from magazines that people in the UK now want to know more about their food and its quality, and Rungis fits the bill on this perfectly.

It seems that almost every restaurant you go to in London has either a French chef, French staff or French customers, so there is definitely potential for Rungis.

Do you have plans to roll out the concept of a brand ambassador for Rungis across other European markets?

Although we have signed a partnership protocol with Madrid’s wholesale market, Mercamadrid, the idea of having someone from Rungis stationed elsewhere is only being tested in London so far.

The UK is the number-one export market for traders in Rungis, and that is why we chose it for the trial.

What prospects do you believe this Anglo-French accord will open up for wholesalers in both markets?

It is always important to have new things on the horizon. Rungis was originally designed to serve Paris only, but it became increasingly international in its outlook and is now known as Rungis Marché International.

The link-up between Rungis and NCGM offers interesting new prospects for companies in both markets. There is huge demand in Europe and beyond for Rungis products, so international operations offer us great potential.

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