Preference Provence

Local agriculture, a priority for Martine Vassal

Martine Vassal, president of the Bouches-du-Rhône Departmental Council and the Aix-Marseille-Provence Metropolitan Area, has made agriculture a central focus of her policy. At the end of January 2025, she announced the creation of the "Préférence Provence" trade show in the atrium of the Hôtel du Département, a unique event aimed at promoting the region, its producers, and its artisans. "We must preserve our roots and allow our farmers to earn a decent living from their work," she declared at the time.

Can you tell us about this project?

This show is intended to be a major popular event in the heart of Marseille. It will host a local produce market, an educational farm, an agricultural equipment area, and more. But this show isn't just about agriculture; we're also committed to showcasing the expertise of our artisans, who make a significant contribution to the attractiveness of this region and the preservation of our traditions. They have golden hands, demonstrate great creativity, and are particularly talented. They obviously have a place in this event. The idea is to bring city dwellers closer to the rural world, while highlighting the diversity of the region's producers. In conjunction with the Chamber of Agriculture, the Metropolis, and the Department, we hope to make this event a showcase of Provençal excellence; it aims to become a regular event, with themed editions.

How does it fit into your strategy to support local agriculture?

This fair is one of the many initiatives included in our food sovereignty strategy. The Territorial Food Project, which we support with 121 municipalities, is the largest in France. It aims to promote healthy, local, high-quality food, accessible to all. The "Préférence Provence" brand, which we created, allows us to recognize producers, artisans, and retailers committed to a local approach. This fair complements this dynamic of promotion and is part of a global policy that brings together agriculture, gastronomy, culture, and tourism around a strong identity. We want to create a virtuous ecosystem where each player in the food chain finds their place and can earn a decent living from their activity.

What actions have been implemented to develop short supply chains?

We have launched several producers' halls, such as those at La Barasse in Marseille and Plan de Campagne, allowing direct sales to the public. More than 1 producers are now certified "Préférence Provence." We have also developed the Agrilocal 000 platform, a digital tool that allows colleges, retirement homes, and hospitals to order directly from local producers. At the same time, we support events such as the Salon des Agricultures de Provence and farmers' markets, which raise public awareness of the quality and provenance of their food. We also support collective initiatives around logistics pooling and the development of on-farm or ultra-short supply chain points of sale. Our objective is clear: to support farmers' incomes, reduce middlemen, and bring producers and consumers together in the long term.

What challenges do farmers face today, and how do you support them?

The challenges are numerous: water scarcity, climate change, land pressure, and economic insecurity. We finance the modernization of irrigation canals (€575 recently committed), support the fight against plant diseases and invasive species such as the Asian hornet. The Department encourages the establishment of young farmers, with priority given to those who adopt agroecological practices. We also protect agricultural land in urban planning documents to limit soil artificialization. This comprehensive approach—combining financial aid, technical support, innovation support, and land use planning—enables our farmers to remain resilient and transfer their farms under good conditions. We also work closely with consular chambers and cooperatives to facilitate access to training, innovation, and new opportunities. We are also on the front line supporting municipalities in all the projects they undertake, as is the case in Châteauneuf-le-Rouge, where we have made a significant contribution to the planting of 000 pistachio trees using sustainable farming methods. This unique operation will bear its first fruits in six years. As you can see, these are not just empty words; they are very concrete.

What is your vision for the agriculture of tomorrow?

I am convinced that our region can become a model of innovative and sustainable agriculture. We encourage precision agriculture, sensors to save water, connected greenhouses, but also more integrated forms such as urban agriculture in Sainte-Marthe and Saint-Menet. We even launched an Agricultural Innovation Trophy to promote the most promising projects. The agriculture of tomorrow must be more resilient, more environmentally friendly, and better integrated into the city. My ambition is for the Bouches-du-Rhône to remain a strong agricultural region, where tradition and innovation combine to sustainably feed future generations. This is a commitment I carry with conviction: to make the 13th arrondissement an open-air laboratory for agricultural, social, and food transitions.

"I am convinced that this collective mobilization, fueled by the passion of our producers and the pride of our inhabitants, will give rise to an exemplary agriculture, serving life, taste and the future."