"A unique experience in a fruit category that frequently disappoints"

When this project started, they collaborated with BQ Genetics, in California, which is responsible for development programs for new varieties, using only natural methods, such as hand pollination or the use of bees as a pollination vector. Star Fruits in France and Rústicas del Guadalquivir in Spain are co-owners of the Metis® brand and organised the licensing system in Europe in order to develop these varieties and ensure a regular and safe supply of high quality fruit. There are four production companies and distributors involved in this organization: Royal in Spain, Blue Whale in France and Zani and Minguzzi in Italy.

Under the Metis® brand, there are 4 families: Metis® Oxy, a red-fleshed and dark-skinned plum; Metis® Safari, a plum with an unusual green and red mottled skin and pink flesh; Metis® Tonic, a plum with a refreshing yellow flesh and red skin, and Metis® Aroma, with all kinds of skin and flesh colours, but particularly intense and aromatic.

Questioned on what she believes makes Metis stand out from other brands, Camille Herouard has no doubts: "the world-renowned Glen's Bradford Variety Development Program is our main asset in differentiating ourselves. With around 15,000 new selections every year and the painstaking work of our technicians in Europe to select the best varieties and define a quality specification, we can guarantee constant innovation, with a continuous improvement in terms of quality and agronomy."

"We also propose a wide range of varieties, with four variety families to ensure that each consumer will find the one they like best. We can supply a full range of plums from early summer in June until late autumn in November. In the medium term, we have the ambition to be able to supply all year round by importing from countries in the southern hemisphere."

For Camille, this is only possible "by bringing together leading companies in a common cross-border project under a single brand, allowing the parties interested to strive to provide a consistent supply of premium fruit and ensure consumer satisfaction."

The most important markets for Metis are currently the UK and Germany, which usually consume plums all year round and where their native varieties are quite different. Regarding Asia, where stonefruit, and especially plums, has recently been getting a lot of buzz, Camille Herouard believes that "there is a lot of potential in the Asian markets, of course, but they are too far away and the competition can be very hard. We are starting to explore these third markets, but we still have a lot to do in Europe."