La Framboisière
“For now, we will only have red varieties. We will cultivate the raspberries in Morocco,” Philippe continues. Idyl also grows melons, tomatoes and dates, among other products, in Morocco. “We are going to market the raspberries under the brand name 'La Framboisière', under the Idyl signature.” The raspberries are grown under plastic and in greenhouses in Morocco.
European market
“We mainly focus on the European market, and on France, Germany, Belgium and the northern countries in particular. We think demand is growing because the product available now is better quality than it was, say, five years ago. Older varieties had a good flavour, but bad shelf life, and that is no longer the case.” Transportation time for the raspberries from Morocco is 48 hours. “That transportation time is no longer a problem for raspberry varieties that have a good flavour. Their shelf life has improved. Consumers are not disappointed when they buy the product.” The availability of raspberries has also improved. “Five years ago, not every supermarket had raspberries available, but nowadays, all supermarkets offer raspberries year-round. If it is possible to buy the product, people will buy the product,” Philippe concludes.
For more information:
Philippe Puech
Idyl
ppuech@idyl.fr