French exporter Blue Whale believes it can take advantage of the big opportunities for premium apples in Asia thanks to its local presence and tailored approach
French apple exporter Blue Whale is accelerating its expansion across Asia, with a sharpened focus on premium varieties and a more localised approach to meet fast-evolving consumer preferences in the region.
Benoît Barache, Asia Marketing Manager at Blue Whale, says the company’s long-standing presence in Asian markets has entered a new phase, centred on proximity, product differentiation and a more tailored marketing strategy.
“We’ve been exporting to Asia for over 20 years,” he says. “But the last few years have really marked a turning point for us. The growing middle class in East Asia and Southeast Asia has created an entirely new opportunity for premium apples. And that’s where we see real strategic growth.”
Three years ago, Blue Whale took the step of opening a dedicated office in Singapore. That decision, Barache says, has helped the company forge stronger relationships with partners and better adapt to local demands.
“Compared to working from 10,000 kilometres away in France, being on the ground has allowed us to test, learn and respond much faster,” he reveals. “Asia is a fast-paced market. You have to be agile.”
While traditional varieties like Royal Gala and Granny Smith still make up a solid portion of exports, Blue Whale has increasingly shifted focus toward club and IP varieties – including Candine, Kissabel and Pink Lady – which are resonating well with Asian consumers seeking differentiated, premium products.
“In Europe and the US, apple consumption is stagnating,” says Barache. “But in Asia, the appetite for high-quality fruit is growing, especially among younger consumers and the expanding middle class. That’s why Asia is becoming such a critical market for our growers – it gives them a pathway to growth that simply doesn’t exist in more mature markets.”
Barache explains that Blue Whale’s tailored approach is key. “We’re no longer in the mindset of ‘here’s what we grow, take it or leave it,’” he says. “Now, it’s about asking what the Asian consumer actually wants, and working with our partners to deliver that.”
That localisation strategy includes experimenting with packaging, flavour profiles and positioning, as well as tapping into emerging channels like e-commerce. “Online retail gives us a direct route to younger audiences who are looking for something unique,” Barache notes. “It’s not about pleasing everyone – it’s about finding the right niche and building a brand that connects.”
Barache acknowledges the vast differences between markets like Vietnam, China, Thailand and Singapore, but sees opportunities to share learnings and adapt successful tactics across borders.
“Some things you can test in one market and tweak for another,” he says. “Having that local presence helps us stay nimble and make more informed decisions.”
Ultimately, Blue Whale’s goal is clear: build strong, sustainable value for its growers by connecting with the next generation of Asian consumers. “It’s a paradigm shift,” says Barache. “And one we’re fully committed to.”
