This article studies experiments in organizing the fruit and vegetable market from the 1950s till the late 1970s. It shows that there were alternatives to the principle of distribution, e.g. modernizing traditional wholesale markets (carreau) or setting up producer controlled veilings (marchés au cadran, or “clock auctions”). After exposing the rationale underlying each of these models, the empirical conditions are examined for actually implementing change. Attention is drawn to the factors that weigh on social actors in the market, in particular the tension between homogenization and concentration on the one hand, and, on the other hand, the uniqueness of products and transactions.