Free for exhibitors, raffle for customers: the Mende market aims for a new dynamic

Le marché estival rassemble une trentaine d'exposants sur la place de la cathédrale de Mende. Midi Libre – GAUTHIER DELOMEZ

Alors qu'une étude sur les attentes de consommateurs livrera ses résultats bientôt, deux mesures sont déjà prises pour développer la fréquentation du marché de Mende.

The City of Mende has been working for several months to revitalize its market. An initiative which has a dual objective: to promote the short circuit by bringing consumers and local producers into contact, and to encourage frequentation, alongside that of the market, of the city center and its sedentary traders. For this, a market commission was specifically created. 

More exhibitors

There are in fact two markets in Mende, a small one under the Wheat Market, which brings together a few producers on Wednesday mornings, a larger one on Saturday mornings on Place Urbain-V in the summer and in the events area during the winter period. This Saturday market brings together around thirty exhibitors, with a range of ten to thirty-five which fluctuates depending on the season, the peak being of course reached in summer.

The first challenge is to develop this number of exhibitors. And for this, the mayor of Mende has just decided on a radical measure: free admission for exhibitors. Laurent Suau exhibits: "Until now, exhibitors had to pay a license fee, a space fee based on the linear meter (from 1.80€ to 2.30€ per meter, Editor’s note). Since January 1, 2024, it's free (this represents between 8,000 and 10,000 € per year for the City, Editor's note). We have to make efforts to get exhibitors to come. It's not easy, traders often have their habits, a well-established route." On Saturdays, for example, markets are also held in Langogne or Marvejols. 

More customers

The second challenge is to attract more customers. First lever, the establishment of a raffle, during the first quarter. Each week, an exhibitor will win one of their customers a basket filled with their products worth 30 euros. 

At the same time, reflection continues. A study was carried out in partnership with the Lozère Chamber of Commerce and Industry to find out the consumption habits of market customers as well as their level of satisfaction. 221 people responded to the questionnaire, either on the markets or on the internet. The results, soon to be revealed, will allow us to better understand consumer expectations: "We want to understand their consumption habits and, above all, what could bring them here", summarizes Elizabeth Minet-Tréneule, for the market commission. The first feedback confirms that customers want local products; they would also like to find non-food product stands. 

Local products can already be found on the market. The majority of the usual exhibitors come from Lozère, then from Aveyron, and one from the Lot. We will have to continue to make this known, and find the right recipe to give more scale to the prefectural city market. "We could even spread it across other squares in the city center", imagines Laurent Suau. The first measures have been taken, others should follow, depending on the outcome of the study.