Both authentic and convivial, the tradition of "going to the market" is one of the components of the French art de vivre appreciated by foreign tourists. But the French are no exception, remaining faithful to this way of shopping despite the advent of supermarkets and online sales. Here's a look back at this timeless practice.
As a place to sell, meet and promote regional products, French markets combine a number of values that surely explain their age-old success. By temporarily bringing together buyers and sellers in a generally central location (church square, main street, shopping area) in towns of all sizes, everyone benefits: farmers have direct access to the end consumer, who can discover local producers not widely available in stores, and the absence of intermediaries benefits both parties economically.
Fruit and vegetable markets, flower markets, wine markets, fabric markets... Whether you're looking to buy food (guaranteed fresh and local) or to treat yourself, these often Sunday gatherings also play a social role by promoting exchanges and supporting artisanal skills.
Unlike department stores, these markets are accessible throughout France (even without a car) and, from small villages to large cities, represent dynamic cultural venues. It's not uncommon, for example, to see festive events such as concerts and funfair entertainment alongside the inspiring and colorful stalls.
Awareness of the importance of healthy eating, ecological awareness, the need for transparency, the quest for authenticity...: in recent years, these markets, the equivalent of the popular souks or bazaars found in North African and Middle Eastern countries, have (re)become very trendy. Like supermarkets, they allow you to do all your shopping at once, but with greater visibility of the products you buy (seasonality, origin).
What's more, these products are generally less expensive, and the exchange with the producer is reassuring. Over the past few years, AMAPs (Associations for the preservation of peasant agriculture) have been developing, offering weekly direct delivery of a basket of quality, seasonal fruit and vegetables from the nearest farm. To find out what to do with them, dedicated cooking classes are offered in Nice, for example.
So our ancestors had it right when they invented the market, which is still as popular as ever, despite stiff competition from supermarkets and online sales!
Valérie from Comme des Français
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