Despite the adverse weather conditions, with frosts in February and low temperatures with rains during the pollination and fruit setting, the harvest and quality of Metis® plums have not been affected as a whole, although some specific fields have recorded drops in the number of tons harvested, especially in France.
"We have observed a drastic reduction in the supply of plums in the European market due to these conditions, but we are happy, because the Metis® varieties have endured them well. These have benefited from favorable conditions during the summer and have reached good sugar levels," explains Camille Herouard, head of marketing at Star Fruits in France, and part of the Plumtastic project.
The mild early summer resulted in a high market demand at the start of the Metis® campaign. "The demand in August fell a bit with respect to the productions in northern countries that consume their own plums, but we foresee a rebound in sales in these countries during the month of September, as is traditionally the case."
Gradual growth including production in the southern hemisphere
The European production is found mostly in the Mediterranean, in Spain, Italy and southern France, and there are 400 hectares that will progressively fulfill their objectives. The growth has been gradual over the past few years and the brand expects to reach 12,000 tons by 2022.
"At the moment, we are immersed in a crop expansion plan to be able to offer the 4 Metis® families from June to November. For us, the diversity in the Metis® family is very important, because it allows our consumers to have different options in terms of color and flavor, thus escaping from the monotony of the traditional plum."
"We are working with South Africa to be able to offer our plums all year round, and the quality standard and organoleptic qualities of each Metis® plum are always guaranteed."
How is plum consumption developing globally?
"Plum consumption has always been very high in the countries that produce it, but this is a trend that is changing, because consumers are looking for more intense flavors, and that is where Metis® can become a real alternative. In addition to its texture, which is crunchier, and its larger caliber, it has some very interesting healthy characteristics. The Oxy variety contains huge amounts of natural antioxidants. We also offer smaller varieties, which are a good option for snacking, since their firmness makes it possible to take them everywhere, which is an advantage over traditional plums," says Camille.
"Metis® has the right qualities to become the favorite plum of many consumers, and its market share is currently on the rise, which is a sign that we are on the right path," he added.
"Above all, Metis® entails diversity, the capacity to discover something new every time the fruit is tasted. It stands out for the aroma, texture, flavor, sweetness and color of the production. The range includes the blood red fleshy Oxy or the striking Safari, which has the most surprising taste. In order to make it easier for the consumer to identify them, we have grouped them into 4 families, with their visual characteristics as identifying traits. This year, our advertising efforts have focused on promoting the brand. At the same time, we have been developing new varieties, which will logically still have to wait some time, and which will be the new members of a family that is growing non-stop," concludes Camille Herouard.
For more information:
Camille Herouard
Plumtastic Europe
84130 Le Pontet. France.
camille.herouard@star-fruits.com
http://www.metis-fruits.com/es/inicio/
Camille Herouard
Plumtastic Europe
84130 Le Pontet. France.
camille.herouard@star-fruits.com
http://www.metis-fruits.com/es/inicio/