French summer fruits have been described as starting fashionably late this season. Just one week behind initial forecasts, good quantities of peaches, apricots and cherries are now arriving in the UK with nectarines expected later in the month.
“Whatever we have we are selling,” says John Barnes, director at T & JB Produce. “Produce is fetching good prices because the quality is so good. When we have the good weather that we are enjoying now, then demand is also at a higher level. All in all there is a much better market for French summer fruits than there was last year.”
While some produce has arrived on UK wholesale markets just seven days late, many French producers have experienced longer delays. Ray Treacy, manager of Treacy-Boutonnet SA says: “All the crops are a little late this year - generally everything has come in around two to three weeks late. I cannot see that there will be any major differences to this arrival rate across whole French summer fruit range.”
Adverse weather is the main cause of the delay and although France was spared the severe frosts that decimated much of last year’s production, persistent rain brought problems of its own. “We had very bad weather in April,” Treacy says. “There was a lot of rain in April and May and that affected the blossoming of trees. We had near constant rainfall for around six weeks and that caused a pollination problem. We did have a small amount of frost in March but it did not cause any major issues.”
Because the trees will not be harvested until later in the season, fruit size will be up on last year. “Sugar content will be good and fruit size will also be larger,” says Treacy, “This is ideal for the UK market because it is becoming increasingly interested in larger fruit. Every year sizing is more of a pertinent issue.”
Despite good sizes and sufficient volumes, competition from abroad is likely to be a key factor in determining the success of French summer fruit on its key export markets in 2004. According to Treacy, Italy used to be the country’s main competitor, but has now been replaced by Spain. “In the UK the Italians have gained a notorious reputation for bombarding the market with fruit that was woody and tasteless - basically unripe,” he says. “But in the last five to 10 years the Italians have gradually lost their advantage and the Spanish have made real inroads instead. This is because they have a better understanding of what consumers need.”
Spain can also overshadow France when it comes to particular products, says Barnes, and this is particularly the case when it comes to the better-recognised varieties of Spanish cherries. “Turkish and Greek produce all start to come on stream now, which can take the attention away from French,” says Barnes, “but really it is Spanish cherries that are seen as the biggest threat. When Picota cherries arrive in the UK they tend to have a major influence on the market for the entire time they are available. They have many advantages over French cherries because they are a unique product and will be promoted widely. The weather has been good in Spain this season so quality is likely to be very good this year. Another advantage of good weather is that it tends to have a positive impact on consumption.”
In some areas French summer fruits do have an advantage over their competitors, particularly in terms of quality. Claude Reboul, manager at Le Cabanas, says that summer fruit crops have generally been poor in the south of Europe. “Spain and Italy in particular are suffering from a situation of reduced quantities,” he says, “however France is expecting good volumes and good quality. We have high expectations for this year’s crop and that is welcome news after the reduction in volume last year.
“Apple and pear production is also going well and from what we are seeing in the orchards at present, everything is on line for a promising season,” he continues. “From a product range that includes Gala, Golden, Braeburn and Pink Lady apples and also Williams pears, we fully expect to be harvesting according to our initial expectations. Overall last year things were a little weak and it was not a good season. Quality suffered in many product lines but this year it will be much better.”
Spain also suffered a late start in peaches and nectarines with produce displaying signs of mixed quality. Italian peaches are now coming on stream and volume expectations are good. Spanish cherries have also come on the UK market later than predicted while Turkish cherries have come in early.
Against this, French summer fruit has made a wholly respectable start. Overall a good demand is expected with acceptable volumes and no issues with availability or supply. The predicted crop of French apricots is around 164,000 tonnes (source Agreste Conjoncture 2004). Apricots are grown in three regions in the South of France: Rhône Alpes with 92,000t, Languedoc Roussillon with 45,800t, and Provence Alpes Côtes d’Azur with 24,300t. This is an increase of 32 per cent between 2003 and 2004, mainly because Rhône Alpes doubled its crop compared to 2003.
Some 69,000t of cherries are predicted to be harvested this year - an increase of 20 per cent compared to 2003. Exports of French cherries to the UK were around 1,456t for 2003 and there are two main cherry producing regions: Provence Alpes Côtes d’Azur with 20,100t and Rhône Alpes with 25,300t. The crop of summer pears is expected to reach 115,000t in 2004 mainly from varieties Guyot and Williams. Provence Alpes Côtes d’Azur is the main region of production for summer pears in France, with a crop expected to reach 73,000t.
Although France has started with an acceptable stonefruit crop of summer fruit, many believe that pricing could cause difficulties, especially with peaches and nectarines. In addition to this the increasing cost of labour is a central concern, particularly since France’s labour costs are higher than their competitors. “The Spanish have a big advantage when it comes to production,” says Treacy, “and this is because their labour costs are around 30 per cent cheaper than in France. That means everything in Spain is 30 per cent cheaper to produce and therefore France is at a big disadvantage.”
Labour has always been an issue, says Treacy. “It has been a problem for years and it will remain a problem in years to come simply because the costs are so high. In France the cost of hiring a seasonal worker will be e10 an hour whereas in Spain it will be seven.”
It is not just the cost of labour that causes problems, but also the fact that a seasonal workforce is becoming increasingly difficult to procure. “It has become a major problem,” Treacy says, “there is a big drive to get us to source our labour from Eastern Bloc countries but the only solution for agriculture has to be some way of unifying the system of workers so there is a standard rate for employees whatever country they go to work. This way so that everyone starts from the same starting block.
“Another problem is that a lot of the youngsters involved on fruit farms see their families struggling and complain about the work involved. There is now a shortage of young people coming into the business and so although some companies are getting bigger many small concerns are going out of business.”
Following the success of last year’s campaign, Sunshine Fruits from France will continue to focus on the health benefits of eating summer fruits, targeting women for whom those two topics - health and beauty - are of interest.
The range of summer fruits France offers makes it one of the key players on this market and the campaign will concentrate on increasing consumer awareness throughout the summer with a radio campaign.
On air competitions and interviews with nutritionist Trish Davies will pinpoint the health benefits of French summer fruits. Young women will also be targeted through reader offers and competitions in women’s and fitness magazines, giving them the opportunity to win a selection of fruity prizes. Again, health and beauty information will be given.
In store, sampling activities for apricots and plums will be organised to give consumers the opportunity to receive product information, advice and of course a chance to sample the fruit. A newsletter on summer pears will be put together to inform buyers, importers, quality managers and wholesalers, giving them relevant information on French summer pears and for the first time, Sunshine Fruits from France will be available on line from July at its website www.sunshinefruitsfromfrance.co.uk enabling consumers and trade alike to obtain information on the range of French summer fruits.
INTERFEL, the professional association of fresh fruit and vegetable industry, also continues in its work of promoting the consumption of fresh fruit and vegetables, by informing all sections of the public of the benefits of a varied balanced diet.
To reinforce its message, it focuses on a number of tasks including developing inter-professional agreements to improve the quality of fruit and vegetables, encouraging the matching of products to consumer demands and contributing to the management and development of internal and external markets by adapting products better on the quantitive and qualitiative levels and by promotional activities. Strengthening food safety, particularly through traceability in the interest of users and consumers and by defending and promoting the common interests of the sector.
The increased exposure of French summer fruits seems to be working. And as consumers become more educated about their food, many now appreciate the differences in produce origination. “It is a bit like drinking wine,” says Treacy. “Consumers no longer want to drink a lot of cheaper bottles, they would much rather just drink one nice bottle and it is starting to go that way with food. They are much better educated about what they eat and simply want better quality produce.”
Ultimately, says Treacy, in order to compete with other European produce, France needs to position itself as a nice within the market. “It cannot compete in terms of volumes,” he says, “but it needs to get out of the commercial war. Sopexa does its homework. The consumers appreciate the difference as do those who buy and sell the fruit. I have always believed, and I still do, that French peaches, nectarines and plums or in fact any French fruit is out there in front in terms of the competition. Undoubtedly French fruit is number one in terms of quality and they also have the know-how in terms of presentation. They select fruit better - the French more than anyone else will put category 2 and 3 to one side and present more of category one.”
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