La ruche qui dit oui story - BACH3 C01

Nathalie DAVILA
Lina CHELHA
Emma GILLOT-VASSEUR
Once upon a time, there was a beehive that said yes. A little more than 10 years ago our
project was born.
When we created it we didn't think it would be so successful. We based our business plan on
a fairer economy that allows producers to be better remunerated. We also wanted to offer
our customers local and seasonal products at affordable prices. Eating healthy should not be
a constraint and be left to the spite of cheaper but less healthy food. Our health and what we
put on our plate should be our priority.
This is why, 10 years ago now, together with my collaborators, we embarked on this rather
eccentric project. We are very proud of it and are ready to make it evolve so that it meets all
your requirements.
The beginnings were rough, we had to hang on and find the most reliable partners, but we
are happy with our work and to offer you these quality products.

The distribution channel we use is direct (from the producers to customers directly), we
wanted to use the shortest-circuit possible. But also the online chanel, because the
customers have to book their product in advance through the website
Our segmentation are the consumers that are responsible, who want to eat healthy and local
products. Our principal customers are families and the elderly people. We recently took the
decisions to be partners with academic associations, like that we can target students.
La Ruche qui dit Oui, works thanks to the brand loyalty from the producers and from our
customers. In order to provide a regular service and to avoid wastefulness.
Our main resources are the local producers, the location for pop-up markets and the click
and collect.
The costs that we have are the salaries of the employees from the La Ruche Qui Dit Oui, the
travel expenses to canvass new producers to offer new types of products.

The question you are asking is: How does it work ? How the price is divided between the
different stakeholders. When one buys a product at 10 euros (with a VAT at 5,5%). 7.9 €
goes to the producer, 0.79 € to the one in charge of Ruche, 0.79 € to the company, and 0.52
€ to the State. We engage ourselves with each of our stakeholders to not change this
distribution.

In 2014, we had to face a major problem. The company has been criticised for our
commercial aspect, it would seem that we have introduced ourselves as an Amap
(Association for the maintenance of peasant agriculture).
However, even if our producers do not recover 100% of the price, producers are assured of
regular orders ,unlike the market where they never know in advance that they are going to
sell. Moreover, our company allows the producers to create their own community with
customers.