Potatoes at 40 centimes a kilo: that's the unbeatable price offered by the Demassiet family, growers based in the North of France, at their sales in the Île-de-France region. On Friday September 26, 2025, they sold another twenty tons to Les Mureaux, in the Yvelines region. Since 2020, these farmers have been crisscrossing all the departments of the Paris region, selling their produce directly to customers, without intermediaries, as reported by 78Actu.
We're faced with a phenomenon that doesn't let up. With each move, the stock is gone in a single day. The Demassiet family has developed a system that is as simple as it is effective. They load between 20 and 30 tons of potatoes into a large truck and choose a strategic location, such as the Place du Marché in Les Mureaux. The concept? Drive-through sales where customers don't even have to get out of their cars. They line up alongside the truck, and the growers take care of depositing the bags directly into the trunks. A real time-saver for busy Parisians.
The unique price attracts crowds: 15 kg fillets are offered at 6 euros, or 40 centimes per kilo. "Before, we sold a 15 kg fillet for 7.50 euros. Now we're down to 6 euros! A kilo of potatoes at just 40 centimes defies all competition. And despite all this, we don't sell at a loss, while avoiding waste", explains Jérémy Demassiet on 78Actu. This unbeatable price is due to the absence of intermediaries between producer and consumer, enabling us to offer prices well below those charged by supermarkets.
The adventure began in May 2020, in the middle of a period of confinement. The closure of restaurants and a drop in industrial orders forced the Demassiet family to find a way to sell off their stock. The first sale, held in Saint-Cyr-l'École in the Yvelines, exceeded all expectations. "At first, we only came with a car and a cart. But as things went well, we brought back a van and then a semi-trailer. That day, we sold 17 tons of potatoes", recalls Jérémy Demassiet. This immediate success convinced the family to pursue direct sales, which have since become a regular activity.
After concentrating on the Yvelines region, the family of producers from the North of France now offers sales in the rest of theÎle-de-France region, in Val-d'Oise, Hauts-de-Seine, Val-de-Marne,Essonne and Seine-et-Marne. This short-circuit system is winning over more and more consumers, who are looking for local produce at affordable prices. The business model works: producers avoid food waste while offering affordable prices, while customers benefit from fresh produce without breaking the bank.
The Demassiet family's next sales are scheduled to take place in several Parisian cities in October 2025:
The principle is designed to be fast and practical. Customers stay in their vehicles and line up alongside the truck. Northern growers then collect the bags of potatoes and place them directly in the trunks. This system enables us to sell off stock quickly, while providing an efficient service to our customers. No need to get out of the car, carry heavy loads or wait for long periods: the transaction is completed in a matter of minutes.
The success of direct sales of potatoes in the Île-de-France region illustrates consumers' growing enthusiasm for short distribution channels and fair prices. The Demassiet family has succeeded in transforming a health crisis into a lasting opportunity, creating a direct link between producers and consumers in the Paris region.
Dates and Opening Time
From October 3, 2025 to October 18, 2025
