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An interview with Martine Dufailly

1/ Martine Cèbe, could you give us more details about the know-how of
your department ?

Mutual trust, professional touch, listening, availability, responsiveness are the master words at the heart of our Studio. Multiple know-how with a smart, happy blend of multi-skilled, acknowledged personalities. A genuine marketer, an authentic designer, a good communicator making up a strong bridge between the marketing and the sales department. All our communication props are created in-house, from Image to editing mostly. Our marketing cluster, like an exchange beehive full of interlocutors is in restless swarm, eager to innovate and take up new challenges. The extra talent, is to have shown sufficient nerve to go a step «further» in terms of creativity and innovate in this market as much from a marketing viewpoint as from interpersonal relationship. We are pioneers in this field.

2/ You are the pioneers, leaders and also the first French manufacturers in the fertilization trade.

Leaders, this is what we’re called by our ambassadors, buyers, distributors, experts and if we’ve been leaders for so long, we owe it to our customers and users. But above all, it’s the quality of our products that’s been the key to our success from the very beginning and why? Because our management’s policy has obviously been extremely demanding on that point.

3/ No loyal customers then, without good products ?

When you are in soil cultivation, same as in other trades, the moment you mention technology and performances, some models appear as references. Phalippou-Frayssinet organic fertilisers, like VEGETHUMUS is one of them and it’s not just by chance. It’s also the case of Vert&Vert. Actually, beyond a good brand image, every product offers high quality results associated with a rare, reliable and outstanding follow-up. In perfect association, OSIRYL offers development dynamics while meeting high technical and economic requirements, approved for use in organic agriculture, this product which is presented in liquid form therefore not very heavy, opens up a new market for us a and not the least : Exportation.

4/ Demonstrating your «sense of innovation» on today’s agro-market can’t be that simple, while «all green» is all the fashion your marketing dep. must be surfing over the wave …?

Of course, since 2008, countless initiatives taken by the market actors have appeared, all trades taken into account, in favour of the environment protection. I’ve read in the press lately that 80% of consumers are prepared to boycott a brand if they feel it can harm the environment. This meaningful attitude shows how deep the topic of sustainable development and ecology in particular must be inscribed at the heart of corporate global strategies. Our market sector as a whole seems to have become aware of the importance it takes for the future. Ecology, consumer and environmental protection have been anchored into the Groupe’s strategy for quite a long time. To me, having a sense of innovation means showing creativeness, imagination, subjectiveness, boldness sometimes, and above all in my line, showing a good deal of loyalty, humility and adaptability. Today the place where we can go « further » is in our communication literature, by selecting printers and paper mills that offer us vegetal inks and certified chlorine-free white papers, recycled and recyclable. And there’s another « new deal » thanks to the internet. Going « further » means more reachable export market. There’s a good job to be done in this field.

5/ A new deal for you then ?
The internet is an exceptional tool. Who would have thought 15 years ago that we wouldn’t be able to do without it, who would have foreseen this expansion, this great « digital divide » ? Today we are willing to act and to be present on all fronts with the brands of the Groupe. The websites and newsletter have been made in-house. We’ve got a powerful search engine. Our visitors, international buyers can from now on be extremely quick to react thanks to information available in French, English and Spanish. We are planning within 4 years to offer our customers an achieved ergonomic tool.
Career Path :
Martine Cèbe started her career in the food industry, with Tropicana, first , for the fresh fruit-juice sector based in France, then she moved to hold cross-cutting responsibilities for growth planning within the company before becoming the marketing intermediary for France and Belgium zone. She joined Phalippou-Frayssinet in 1993 where she’s held the position of Communication & Marketing manager since 1999 for the company holding brands (Frayssinet, Vert&Vert, Fertil’France,)
A creative manager, specialised in editing and corporate image, she is the initiator with Luc Frayssinet of the « integrated studio » project which gives the company its autonomy. Strategies, design, editing, web … she meets the high demands of quality, flexibly and responsively. 25 year experience, over 1000 achievements …« I let you discover the spirit of « her own » universe.