In 2015, Star Fruits decided to combine its Pêchevigne brand of red-fleshed peaches with a new range of blood-fleshed nectarines called Nectavigne, in order to create an original range of fruit with modern character that is tangy, sweet, and aromatic. Ten years later, Pêchevigne and Nectavigne are still on the shelves, providing a distinctive addition to the existing range of peaches and nectarines. The variety editor takes stock of the 2025 campaign, which is drawing to a close.
© Star Fruits
1,400 tons marketed this season
This year, Pêchevigne and Nectavigne have had a successful campaign in terms of color, size, and flavor. Harvesting began at the end of June, making their way on the shelves in July, marking a classic start after rather early seasons in previous years.
"Production remained stable, with 1,400 tons marketed, a level comparable to the last two years," explains Olivier Lefebvre, brand manager at Star Fruits. Produced exclusively in the Rhône Valley, from responsible orchards in Monts du Lyonnais, Drôme, and Crau plains, the surface area also remained stable.
© Star Fruits
"The success of this season is based on a strong commitment from distributors"
"This season would not have been possible without the commitment of the producers and marketers involved in the approach, who share their passion for these exceptional fruits," explains Olivier Lefebvre. But the Pêchevigne and Nectavigne varieties have also been able to count on the support of French retailers, who have widely promoted the product throughout the season.
"The success of this season is based on the strong commitment of retailers, who have helped to promote this range of peaches and nectarines in the stores," explains Star Fruits, who would like to thank the Carrefour, Intermarché, Super U, and Auchan chains for their involvement, with events, tastings, and attractive promotional campaigns.
© Star Fruits
A multi-channel communications campaign
© Star Fruits
In addition to promotional actions and events in the stores, a multi-channel communications campaign was run to win the loyalty of existing consumers and attract new ones. The campaign included local and digital communications, actions on the ground, and creative content. A radio ad promoted the consumption of these local, seasonal fruits to holidaymakers and residents of the regions where they are grown. On social networks, portraits of the producers showcased their expertise, accompanied by original recipes and a culinary competition inviting consumers to share their creativity. Pêchevigne and Nectavigne also received exposure in the press through the Magazine Gourmand distributed at supermarket checkouts.
A distinctive and complementary offer
Consumed as snacks, in salads, or baked dishes, the Nectavigne and Pêchevigne fruits are a distinctive yet complementary offering to traditional white and yellow-fleshed round peaches and nectarines, thanks to their visual and taste appeal. Although the range is mainly aimed at the French market, it is also appealing on the other side of the border. "Nectavigne is occasionally sold in Switzerland and Germany, but this remains limited. It is a product that has mainly found its market in France," according to Olivier Lefebvre.
For more information:
Olivier Lefebvre
Star Fruits
145 avenue de Fontvert
84130 Le Pontet
Phone: +33 (0) 4 90 16 46 00
[email protected]
[email protected]
nectavigne.fr
