KELBONGOO

Kelbongoo operates as a social and solidarity economy (SSE) enterprise, focusing on creating a short-circuit food supply chain that connects urban consumers with local producers. Founded in 2013 by Léa Barbier and Richard Fielding, the company was established to address the challenge of accessing high-quality, local food at affordable prices in urban settings like Paris. The initial concept involved sourcing from producers primarily in the Picardy region, chosen for its diverse offerings and proximity to Paris, thereby optimizing transportation costs. The business model is centered on an online platform where customers can order fresh farm products—including fruits, vegetables, dairy, meat, and pantry items—and collect them from a network of distribution points. This pre-order system is a core component of its zero-food-waste strategy.

Kelbongoo's mission is twofold: to ensure fair remuneration for small-scale producers practicing sustainable agriculture and to make healthy, seasonal products accessible to a broad urban demographic, particularly in working-class neighborhoods. The company holds the ESUS state-issued accreditation ("Entreprise Solidaire d'Utilité Sociale"), which underscores its social utility objectives over profit maximization. This is reflected in its pricing, which is on average 15-20% lower than comparable market rates, and a commitment to returning a significant portion of the sales price to producers. After facing financial difficulties and entering receivership, Kelbongoo was acquired in March 2023 by two former customers, Adrien Massari and Arnaud Schneider. Massari's background includes three years as CFO for Terroirs d'Avenir, a pioneer in peasant agriculture networks in the Île-de-France region, providing him with relevant financial and sector-specific expertise. Under the new leadership, the company has preserved its core mission while internalizing its logistics to meticulously control costs and avoid subcontracting fees.

The company serves over 30,000 subscribers in the Île-de-France region through a network that includes three boutiques in Paris and numerous pickup points in surrounding areas like Seine-Saint-Denis. The distribution network utilizes a mix of fixed shops, partner locations, and mobile points inspired by village grocery trucks to reach a wider audience. Its product sourcing is stringent, focusing on small family farms within a 250km radius of Paris that employ organic or peasant farming methods. While many products are certified organic, the company also partners with uncertified producers who adhere to internal standards for environmentally respectful practices. Revenue is generated directly from the sale of these goods through its e-commerce platform and physical locations.

Keywords: food supply chain, local producers, urban consumers, social and solidarity economy, short circuit, online grocery, farm-to-table, sustainable agriculture, fair trade, food accessibility, zero waste, click & collect, local food network, fresh produce, Paris food market, ethical food, community supported agriculture, ESUS certified, food logistics, direct-to-consumer food