【Rennes, Fran】At Rennes’ Lices Market, What Are These New Multi-Colored Labels?

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Editor’s Note

This article explores a new initiative at the Lices market in Rennes, where a color-coded labeling system is being introduced to help shoppers easily identify local and ethically sourced products.

A Color-Coded System for Transparency

In Rennes, Ille-et-Vilaine, the city aims to highlight local and ethical products. To help consumers navigate, price tags with a color code are appearing at the stalls of the Lices market.

Navigating a Bustling Marketplace

At the Lices market in Rennes, regulars and newcomers weave through the aisles.

“It’s the second-largest market in France by volume, and it’s not always easy to understand who sells what,”

says Laurence Gravel, an organizer at the Center of Initiatives to Promote Agriculture and Rural Areas (Civam).
The idea of placing labels on stalls, which immediately gives consumers product traceability, originated in Hérault ten years ago. Rennes is now launching its own initiative.

“Supporting local producers and organic agriculture is what we do in the sustainable food plan. Acting at the sales level is an additional step,”

details Ludovic Brossard, the municipal councilor delegated to urban agriculture.

How It Works: The Colors Explained

At the Jardins de Toucanne stall, prices are displayed on green labels planted among the shallots, mesclun, and cucurbits. This means the producer sells directly, locally, and organically.

“I’ve been an organic market gardener for 25 years; at the Lices market for 15 years,”

introduces Louis Collet.

“There are many of us, and confusion is easy. A vegetable can be organic and come from Spain, local but grown in greenhouses. Here, at least, we show our colors.”

The market gardener, for example, has an orange label on carrots.

“They are produced by a colleague from the Brocéliande region. It’s still organic, local, but it doesn’t come from my field. I think we’ve finally found an easily readable system.”

For Laurence Gravel, this transparency builds trust.

“A producer cannot grow everything, and to meet demand, they shouldn’t be ashamed to supplement with other market gardeners in the area, on the contrary.”
A System with Requirements

These new labels are not generalized across the entire stall. To obtain them, one must meet the criteria set by the city of Rennes. On November 11, 2023, the system, prepared for a year, was implemented with about fifteen adherents, but requests for applications poured in throughout the morning.
Joëlle Georget, creator of Coglais cheeses, is ready to take the step. The same goes for several livestock farmers who respect animal welfare.

“Anything that highlights local products is a plus,”

notes the Breton woman. With Marie, a customer, they question the purple label.

“That means short circuit, because there’s only one intermediary, but it’s only resale and not local,”

points out the producer.

“Short circuit, I think producer. It’s true that it might not be very clear,”

wonders the consumer.
These labels apply to vegetables as well as meats, cheeses, or cakes. Their common point is to meet the ethical criteria established by the city of Rennes.
Anne-Laure Ridard, a market gardener, has been working on this project for a year in the monitoring committee.

“The system can be improved, and it’s interesting to see precisely what reactions it generates,”

analyzes the professional based in Saint-Grégoire.

“The market must not become a supermarket. The big difference is this direct link. The labels give us the opportunity to explain our work, why we don’t have tomatoes in February, for example.”
The Four-Color Guide

Blue Label: The seller is the same as the producer.
Green Label: It’s local, organic, and the seller is the same as the producer.
Orange Label: It’s local; the seller bought from a neighboring producer. It can be organic or not and meets ethical criteria: no tomatoes grown off-ground in winter, even if near Rennes.
Purple Label: It’s not local, but the reseller bought through a short circuit and with the same ethical criteria.

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⏰ Published on: November 12, 2023