French apple campaign shows promise

How is the new French apple harvest shaping up?

Marc Peyres: It’s still early, but things are looking promising both in terms of quality and quantities. Flowering, pollination and fruit set have all gone very well. The first stages of spring were quite favourable, and now that summer is underway, the coming weeks will be decisive. We’re looking forward to kicking off the harvest in mid-July with Gala Primeur – our first little gem of the season.

Are growers continuing to invest in new orchards?

MP: Yes, our producers are actively renewing orchards and new plantings. We’re focused on flavourful varieties for the future, like Candine, which is performing very well on export markets, especially in Asia. At the same time, we’re also diversifying. Pears and kiwifruit are becoming more important for us. We now manage over 500ha of pears, with promising varieties like Angys, Qtee and Fred helping rejuvenate the category in France.

Apple consumption has been under pressure in Europe. How can we reverse the trend?

MP: The key lies in consumer experience. Consumption isn’t declining because people don’t want apples – it’s because the taste doesn’t always meet their expectations. Many consumers don’t know the differences between varieties, so we’re making supermarket offerings clearer and more transparent with innovative ideas. We’re investing in tastier varieties and supporting them with strong in-store and digital actions.

While Europe has been flat, we’re seeing strong growth in Asia and South America. It’s not apples in general that are struggling – it’s the bland ones.

Are club varieties driving growth in the category?

MP: Absolutely. Candine is a perfect example. It’s crisp, sweet and refreshing – totally aligned with modern consumer preferences. It has already gained traction in Asia, and we’re expanding its reach globally. We’re also working on another exciting variety, though it’s a bit early to reveal the details.

How do we encourage more fruit and vegetable consumption overall?

MP: We need to move away from presenting fruit and vegetables as a chore or obligation. Instead, let’s focus on pleasure and taste. Consumers will naturally choose better options if they enjoy them. National campaigns like Jamais Trop can help, but trust and delivering real taste are key.

Sustainability is a major topic in fruit production. How are you balancing crop protection with environmental concerns?

MP: It’s a big challenge. Climate change is already bringing new pests and diseases to our orchards. We’re responding with two key strategies: varietal innovation and cultural practices. New varieties must meet production and environmental challenges. And as European producers, we work within the most demanding regulatory framework in the world – which we’re proud of.

We’re also pushing innovation through collaborative projects like RéGénération Fruit, which explores how to combine advanced technologies to enhance fruit quality and biodiversity.

What’s the outlook for organic and regenerative production?

MP: Very positive. Fruit production in France has evolved enormously in the past 30 years, becoming one of the most virtuous globally. Our national Eco-responsible label is proof of that. But we’re going beyond it, particularly with R&D efforts like RéGénération Fruit. These approaches are essential to adapt to new expectations and environmental realities.

What are the biggest challenges facing the sector right now?

MP: There are many: climate adaptation, environmental impact and economic pressures. But one of the biggest is generational renewal. “Who will produce tomorrow?” is a real concern. We’re investing in training young producers to ensure the future of our orchards.

How can technology, including automation and AI, support the sector?

MP: Technology is key to increasing efficiency, especially with labour becoming scarcer. Automation can help reduce repetitive tasks and improve crop management. AI is being explored for everything from precision irrigation to early disease detection. These tools can help us work smarter, not just harder.

Which export markets are looking most promising for Blue Whale?

MP: We serve premium markets across all continents. Asia remains very dynamic, and South America is showing real potential. That said, logistics are becoming more complex. Geopolitical tensions and disruptions in maritime routes, like in the Red Sea, are major operational challenges. We’ve always been agile and pragmatic, and that flexibility is more important than ever.

How are global trade tensions affecting French apple exports?

MP: The US market has long been closed to our apples, well before tariffs. So current US trade policy doesn’t directly affect us, but it does shift global flows. Countries impacted by US tariffs may look to Europe as an alternative supplier, affecting availability and prices worldwide. As for the UK, regardless of Brexit, they remain close neighbours and valued partners. Their pragmatism has allowed us to maintain strong trade relationships.