Our new article in the "Come, I'll take you" series introduces you to Frédérique and Théo Tonnelier and their two companies, Envies d'Alsace and Le Rucher du Luttenbach.
Frédérique and Théo offer you many products from their own production or from Alsatian craftsmanship.
Théo takes care of the bees and Frédérique of Envies D'alsace, but they work as a team and help each other out whenever necessary.
This article will be partly so that they can present themselves properly.
Ladies first.
-Frédérique, can you tell us about Envies d'Alsace?
Envies d'Alsace was launched in September 2017, with the concept of representing regional Alsatian products, all having in common that they are produced or made by hand, certified for the most part by quality labels such as IGP (Protected Geographical Indication), AOP, organic, some of them medal-winning and above all close to home within a maximum radius of 40 km.
"Some are lovely and encourage us to continue, and that touches us deeply."
How and why did this idea come about?
It all started with honey, to be honest, with Théo who started beekeeping, we wanted to complement our offer with other products that extended the range of honey such as honey vinegar, honey soap then by meeting our partner-producers, we fell in love with other products sometimes innovative that we wanted to introduce to a clientele wanting to discover authentic products from our territory.
-You present yourself as "the Alsatian grocery store delivered to your home". Can you explain the concept to us?
In addition to local farmers' markets and regional product fairs, I wanted to bring Alsace to other regions. Alsace has an excellent reputation for gastronomy; Alsatian wines and beer, for example, are highly regarded, and I took real pleasure in showcasing our small Alsatian producer partners by sharing their stories and values and offering a diverse range of gourmet products. Since not all our customers can visit the producers in person, a website allows us to meet their needs.
-So, to be clear, no store, only online sales?
To launch my business, I started by selling at a few Parisian markets to test the products, hoping customers would then order from my website. This also allowed me to see my family more often. Our online customer base is starting to grow, but some people, and I understand why, prefer direct contact. For now, I've opened sales from my home while I wait to open a small shop soon to better serve customers. That said, some people have found a certain charm in my way of selling from my living room!
-Who are your clients? Have any of them become loyal customers?
My customer base, both direct and online, is quite diverse in terms of age, social status, and region of origin. I've already shipped my products to Sweden, Spain, Denmark, and often to Belgium, to people familiar with Alsace. Our email exchanges are often lively and engaging. The regions of France are also very diverse. Since I attend several farmers' markets, Christmas markets, and trade shows, I meet many tourists, but I also have a wonderful local clientele, for honey, for example, or for gift baskets that we create together with the customer. I have customers who are true epicureans, eager to discover our specialties. I personalize all my shipments with a small handwritten thank-you note; they appreciate being recognized individually. I've managed to build a loyal customer base online. We keep them updated through our news feed about our journey, the life of our products and producers, our challenges, and our successes. Some are lovely and encourage us to continue, which means a lot to us. Our mindset is to maintain a close relationship with our customers; the website is not just a sales tool but a genuine communication tool about what is happening in our region.
-How did you choose the producers you work with?
We selected small, local producers who work in a traditional yet innovative way. Most of these producers offer something new almost every year. We also wanted to establish a strong rapport with them; we believe it's essential to have a relationship built on trust and partnership. We also needed to be convinced of the quality of their products to better promote them. And conversely, it's essential that they trust us as well.
What criteria do you and Théo consider essential in the products you distribute?
The products must be organic or produced using very sustainable methods, of very high quality, with recognized or award-winning labels, 90% eco-friendly packaging, innovative, and produced or manufactured in Alsace. And we have to like them, otherwise we can't sell them!
-Do you want to work exclusively with organic products or not?
Not necessarily, as long as they are transparent about their production. I don't only carry organic products, but they are always local and sourced directly from the producer. Our customers don't always ask for an organic label, but what many people are looking for is a local and authentic product. Because we can explain transparently how it's made and who the producer is, people know exactly what they're buying.
-In any case, you are working on sustainable development by promoting short supply chains and local production.
That was truly the theme of "Alsatian Cravings." The current situation proves more than ever that we can produce everything we need right here in our region. Without resorting to forced chauvinism, we have a beautiful region, rich in expertise, traditions, and a culture of flavors—why deprive ourselves of it? And if we can share this wealth, that's a real motivation.
-Can you give us the names of your collaborators-producers?
You can discover their faces and stories on the website Envies-alsace.fr, but I will list them for you:
Alsace wines and crémants: Jean-Marie&Hervé Sohler in Blienschwiller
Craft beers: The brewers of Ried in Muttersholtz
Honey vinegars, organic syrups, organic infusions: Kalblin Farm in Fréland
Organic soaps, coconut oil, shaving soap, solid shampoo: Argasol soap factory in Ste Marie aux Mines
Brandies, Alsatian Whisky, Liqueurs: Mersiol Distillery in Dambach (business has ceased as it was too complicated for such a small producer to continue with its quality requirements, but we still have stock available)
Fine and gourmet mustards from Alsace: Domaine des Terres Rouges in Miettesheim
Organic teas: Les Jardins de Gaïa in Wittisheim
Pretzel and Kougelhop kit: Fanny&Fabrice in Neubois.
Alsace PGI honeys: A certain Théo Tonnelier in Breitenau…
-How many products are listed in the Envies d'Alsace catalogue?
I have about 150 references which vary according to the seasons, we respect this value of a local production which works in small production and according to the seasons, when the product no longer exists because it is sold out, we inform the customers who agree to wait for the next production.
Thank you Frédérique for all this information.
We will meet up with Théo again on Thursday to discover the secrets of the Apiary.