It was during the launch of the campaign and the harvest forecasts of the ANPP that Sandrine Gaborieau, Marketing, and Communication Manager, presented the communication path of the Vergers Ecoresponsables Label for this new year. It was an opportunity to take stock of its growing notoriety but also of the sector's ability to adapt to changes for over half a century.
An industry that knows how to adapt
"The positive thing about our industry is that it has always been able to adapt to different transitions. At the end of the war, we had a problem of volume and our sector managed to produce more", begins Sandrine Gaborieau. A period during which the sector moved towards a varietal diversification in line with new consumer expectations. From the 1980s onwards, food safety issues arose for all agricultural sectors and with them the need for better traceability and better practices. "The apple industry was at the forefront of agroecology since the late 90s we created an integrated fruit production policy. And it was in 2011 that the Vergers Ecoresponsables label was born " to communicate about our good practices."
"Today we are reaching this new transition, which is to be able to preserve this food sovereignty, with work on the Bas Carbone label, without forgetting the main issue which is to preserve our production in France".
Vergers écoresponsables: a label that meets societal expectations
"We now have a label that meets the expectations of society," says Sandrine Gaborieau. 98% of those surveyed believe that it is important to consume environmentally friendly fruit, 80% try to promote environmentally friendly fruit, products, or brands. 86% consider that French origin is an important criterion of choice, 72% think that its essential that fruits are in good health and 63% of the French want healthy and balanced products. Thus, for 87% of consumers, the Vergers Ecoresponsables label is first and foremost about fruits grown with respect for the environment, for 84% about French fruit and a guarantee of quality, and 81% of them want to give preference to fruit that bears it.
A growing awareness
According to Interfel's December 2021, Fresh Fruit and Vegetables confidence barometer, the Vergers Ecoresponsables label enjoys 47% awareness. 91% of people are reassured about the production methods and 92% trust the label. "Important scores! We believe very much in our label and in the fact that it can be an important indicator for consumers."
This is why today major brands are committed to sourcing fruit from Vergers Ecoresponsables. McDonald's is at the forefront with the P'tite Pomme, P'tite Poire, and P'tite Nectarine packets, i.e. more than 20 million small fruit packets marketed by the fast food chain. Other brands include Materne and Charles & Alice.
Following up on the strategy initiated in 2021
"We will continue to work on the visibility of the label to generate awareness and trust, and therefore continue the strategy initiated last year," adds Sandrine Gaborieau. "Because our challenge is also to make our label a brand that we like, in which consumers are involved."
A strategy implemented in 2021 through a film manifesto that will be reused this year and "which carries the raison d'être of Vergers Ecoresponsables, the messages on agroecology and pride in the French origin. A film that generates emotion and embodies the future."
This is how Victoria and Sarah, the two arboriculturists selected last year, will find their way to TV channels, radios, and social networks. "It is a campaign planned from November that will be the largest conducted so far."
The label will therefore be featured on France Television Group channels to sponsor evenings for a period of three weeks in the fall, from November 7 to 25, 2022, and then for a period of 6 weeks from January 31 to March 10, 2023. According to Sandrine Gaborieau, this communication will generate nearly 320 million leads. At the same time, a digital campaign will be launched on all TV replays, with a special focus on profiles that are sensitive to French origin.
To accompany this important initiative, the industry will also deploy tools for stores, as it does every year, which will be adapted to the various brands and restaurant networks. But the sector can also count on its social networks with a Facebook and Instagram account targeted at the general public as well as two LinkedIn and Twitter accounts.
The Vergers Ecoresponsables label will also be represented at the next SIA, SIVAL, and medFEL.