The revival of direct selling of fresh foodstuffs: an exploratory survey of consumer practices in the West­Central region of France[La renaissance de la vente directe de produits alimentaires frais. Une étude sémiotique exploratoire des représentations des consommateurs fidèles à ce format]

This paper aims to understand the reasons for the increase in France in sales of fresh food products for family consumption, direct from the producers themselves. This research based on a qualitative survey carried out in the West - Central région of France (Poitou-Charentes, Maine et Loire), focuses on the representations which are driving the consumers to return to a supply method that appeared which to be in decline during the 20th century. The corpus of information gathered includes semi structured interviews with regular consumers of such products, and has enabled us to identify a limited number of recurrent themes. These themes are thus analyzed within the framework of narrative semiotic theory and they highlight the presence of a "typical narrative". The common narrative scheme underlying the diversity of specific narratives unveiled fundamental values that give greater meaning to the practices of those interviewed. The knowledge of these values provides a sound managerial tool for communication and consumer relationship management, both for the producers in their direct sales as well as for the large retailers with whom they are in competition