The French tomato covers 60% of French consumers' needs. This means there is an important production shortage in relation to domestic market demand, which makes it necessary to resort to imports in certain periods of the year. Facing highly competitive production and labor costs abroad, Savéol - one of the main players in French tomato production – wonders which strategy to adopt in order to retain a prime position on supermarket shelves. Pierre-Yves Jestin, President of Savéol, reveals some of the answers.
(Re)adapting assortment to meet market needs
A key pillar of the cooperative's strategy is to continuously develop and supply a wide range of tomato varieties: "Today, there aren't many brands that are as popular as the Savéol brand. Consumers are really attached to it and seem to have identified it very well. We make the difference by fine-tuning our varieties and introducing management. Each year, we reorganize the tomato crops in our greenhouses and determine the volume needed in each segment. These regular readjustments enable us to move into profitable market segments and respond as effectively as possible to changing market needs and so that growers can reinvest and make a decent living from their work". With a tomato mix of over 30 varieties, Savéol is one of the French growers with the most extensive range of tomatoes on the market. The selection of varieties is always made while keeping taste and quality in mind: "We don't compromise on quality and taste, which sets us apart in the market".
Promoting growers' know-how
Taste has been the driving force behind the diversification of Savéol's offer, yet promoting and enhancing the work of its growers is another key point in its brand's positioning: "Over the last 7-8 years, we have reached a plateau in terms of production in France. Volumes have not increased, and the development of tomato plantations is limited. The extensive communication around organic farming has prompted us to rethink the positioning of our products. We were pioneers in the development of the Pesticide-Free label, and the first to highlight the work and know-how of our producers in prevention and sanitary management, which has led to a drastic reduction in the use of the much-discussed phytosanitary products".
Innovative packaging
Savéol once again won the title to be called "France's Favourite Brand" this year. This is also due to the brand's success in making its way into consumers' kitchens: "Our packaging brings our brand into the heart of French households. Our cherry tomatoes, for example - a segment that has grown rapidly over the past 30 years and in which we were pioneers - have found their place in innovative packaging for aperitifs. For the past 2-3 years, we've been taking inspiration from the key events of the year to offer specific, attractive packaging. Last year, we winked at the Olympic Games with packaging created especially for the occasion. Valentine's Day, back-to-school, or the start of the new season are all events that allow us to offer a fun and differentiating packaging that fits into consumers' homes".
Sales support
To access the consumer's kitchen, you need to convince them when they're shopping. Therefore, it's essential to have a professional team actively supporting the stores: "We need sales reps and animators who are out in the field, bringing the shelves to life to convince customers throughout the season. Participating in product showcases at certain times of the year, anticipating the seasonal variations, and assisting department managers in setting up tastings are all services that enable our customers to increase their sales and, at the same time, orient the shopper towards French tomatoes. This sales support is a real strength compared with foreign products, which do not come with this kind of service. With the French production falling short, this is one of the strategies we need to deploy to capture shares in segments we did not supply before.
Joining forces to offer a competitive French product
Offering a diversified range of tomatoes in differentiated packaging and a wide variety of formats (bulk, 250g shell, 1kg trays, etc.) makes it possible to reach a wider range of consumers in terms of taste and price. To increase the competitiveness and visibility of the national cherry tomato sector, Savéol is participating, via the DPO Tomates et Concombres de France, in the launch of a 250g packaging designed to promote the French origin: "the idea is to promote the French cherry tomato in one unique package and to optimize costs. We want to promote the distribution of French cherry tomatoes and make them more competitive and attractive than other origins, even if the price is slightly higher due to the costs of French production".
Greenhouse production to regain French food sovereignty?
"In today's uncertain geopolitical climate, and looking ahead, our food sovereignty is vital. Climate change makes open-field cultivation very complicated, since it is subject to extreme climate episodes. However, I am convinced that we can achieve this first priority goal, thanks to the mild climate we have in France, compared with certain other regions of the world. The greenhouse, benefiting from a controlled environment and with easier sanitary and climatic management, will certainly be a tool we need to ensure this sovereignty".
This article was previously published in Primeur May 2025. Click here for the link to the entire edition
For more information
Savéol
www.saveol.com