The French peach and nectarine season is entering the most important peak production weeks. Given the late start of the season, marketing is expected to continue until September this year.
After the 14th of July and with the summer holidays, the marketing phase of the fruit is generally stable, and the balance created at the beginning of the season is maintained. In this context, partnerships are established with the stores choosing the French origin to propose summer fruit to their customers.
That is why Peaches and Nectarines of France decided to partner up with the retailers who promote French products from “eco-responsible orchards” in their stores. “We want to support large retailers who really try to support French producers by promoting French fruit on the shelves and by guaranteeing decent prices to the producers. Thanks to our partnership with those stores, consumers will know that there is sincere support behind this communication campaign. The legitimacy that French fruit growers bring to large retailers is indeed essential for consumers,” explains Raphaël Martinez, director of PDO Peaches and Apricots of France.
Therefore, preparations are underway for several operations in the stores, in the media or on social networks. Jointly organized, these actions ensure that the French origin is shared equitably between producers and retailers.