In an effort to increase consumption, the French interprofessional melon commission (CINM) has developed a number of tools for retailers to communicate the benefits of the French yellow Charentais melon to consumers.
Promotional tools include a free-to-print A3 poster, a press kit featuring recipe leaflets, and a competition for the best melon recipe.
On 25-26 July, the variety will also be promoted on various Frenchradio stations. “It has the colour of the sun, the smell of holidaysand the taste of simplicity,” the advertisement goes. “Take a sunnybreak with the yellow Charentais melon.”
The yellow Charentais is the only melon to be grown by French producers and is consumed exclusively in France. After a slow start to the campaign, volumes have begun to pick up, thanks in part to a sharp increase in production in the southeast of the country.
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