LES DÉLICES DU JARDIN D’AINVAL

Located in Ailly-sur-Noye, Les Délices du Jardin d’Ainval is an agrotouristic farm run by the Picard family. After 4 generations of farmers, the family decided to renew the business model by introducing online sales and pedagogical activities. The key factors to the success of this family business revolve around the involvement and passion of each member in the activity s/he operate into; the degree of attention to customers’ satisfaction and the high level of collaboration between the family members. These factors make it possible to adopt a mentality of shared ownership in the business model, despite some drawbacks related to the division of tasks among members. The case also presents the main threats and opportunities the family faces: the legal and environmental hazards that can make the activity difficult and the opportunity for digitalization of the sales activity. The latter is likely to increase the production with a turnover mechanism of the harvest that allows the family to expand the product line. Added to that, the family collaborations with fundamental partners pays off. This includes the partners for the products withdrawal points for the online sales and the dietician that provides advice on the best way to produce healthy food, in line with the value proposition of the family.

Keywords: customer satisfaction, digitalization, collaboration, stakeholders.

This case was prepared by Moussa Djibrilla Ousseini and Rania Labaki, from EDHEC Business School (France), as a partial output of the Artisan Project. T

No part of this publication can be reproduced, stored in a retrieval system, used in spreadsheet or transmitted in any form or by any means without permission of the authors.

The detailed case study is avaialble on IO6-CASEBOOK.