On September 7th, the Chasselas de Moissac union launched the new campaign for the famous PDO grapes, announcing a drop in production for 2023 but very high quality levels. In terms of communication, the association has decided to partner up with the Périgord walnut PDO, to target millennials, participate in events and redesign its graphic charter, because “the goal is to make the product as widely known as possible.”
The harvest of Chasselas de Moissac PDO, which is grown on 409 ha by 185 farms, began on August 23rd.
25% drop in production but “exceptional quality” for the 2023 season
According to the association, the weather was “worthy of tropical countries” this year, with an alternance of abundant rainfall and fairly warm but not excessive temperatures, which has given the Chasselas de Moissac PDO singular characteristics. Although July was excessively humid, the dry air in August “enabled us to maintain exceptional quality.” The calibers are also “exceptional” thanks to the absence of water stress. “The grapes are beautiful, bursting with juice and they have retained all their flavor and crunchiness.”
In terms of volumes, the union is predicting a ”25% drop compared with a normal season of around 2,600 tons (2,439 tons in 2022).”
Chasselas de Moissac PDO & Périgord walnut PDO
The Chasselas de Moissac PDO and the Périgord walnut PDO have decided to join forces in order to “defend the qualities and assets of two exceptional products to a younger audience.”
Both PDOs asked blogger Mam's Cook to “come up with a recipe that is easy to make, even for those less keen on cooking. She suggested walnut-crusted cod with walnut-chasselas pesto.” The recipe will be posted on both PDO's websites and social networks from September 22nd. “The ultimate goal,” according to the union, “is to invite as many people as possible to consume this high-quality, healthy fruit produced in the southwest of France. Their PDO certification guarantees consumers the excellence and freshness of products from a unique land and climate, as well as an ancestral know-how.”
A recipe for millennials in partnership with IRQUALIM
The Chasselas de Moissac PDO also wants to target millennials (aged 25-35). “Quality products from Occitania under the Qualivores banner have chosen to partner with Youmiam, a new-generation cooking app. Youmiam accompanies its users on a daily basis to bring more cooking into their lives, thanks to a visual and intuitive experience that enables everyone to succeed in the recipes that suit them. Thanks to this initiative coordinated by IRQUALIM (Regional Institute for Food Quality), new recipes have been distributed on the Youmiam application and its social networks. This year, the Chasselas de Moissac PDO will be in the spotlight from September 14th, with an original, easy-to-make recipe: roasted brie with Chasselas de Moissac PDO, honey and pumpkin seeds. The recipe will also be featured on the Chasselas de Moissac PDO website and social networks.”
Chasselas de Moissac PDO at 4 events
From September to December, the Chasselas de Moissac grapes will be present at 4 events for tastings at the Banquet des Toulousains in Toulouse (September 9th), at an exhibition/sale of Chasselas grapes as part of Moissac Fruits & Saveurs (September 17th and 18th), at the Quai Montebello and Quai de la Tournelle in Paris (September 15th to 17th), and finally at the large Régal Sud de France market in Toulouse (December 15th to 17th).
Chasselas de Moissac intensifies communication
Chasselas de Moissac “remains true to its vintage poster-style graphic design,” but wants to take its communication a step further by emphasizing “the qualities of this officially recognized quality label.” A digital campaign was launched on September 5th, with 4 advertising slogans, a campaign that should generate more than 500,000 views.
For more information:
Syndicat de défense du Chasselas de Moissac AOP
1, Promenade Sancert - 82200 Moissac
Phone: 05 63 04 01 78
animation.chasselas@wanadoo.fr
chasselas-de-moissac