Famous for their quality labels, the Haute-Durance apples are grown by 170 producers on a total surface area of 2,600 ha (95 ha for Gala PGI and 1,200 ha for Golden PGI) in the French departments of Hautes-Alpes and Alpes de Haute-Provence. The 2023 campaign has just started and this year already looks much better than last year, both in terms of quality and sales.
The Golden and Gala apples from Haute-Durance are grown at altitudes of 600 to 1,000 m on limestone and clay-limestone soils that provide them with potassium, calcium and magnesium, “giving the fruit an atypical character compared with other orchards in France.”
Heterogeneous volumes, but great quality
Despite some disparities between orchards, this year's harvest has reached 70% of full potential (110,000 tons per year on average). Thanks to relatively good weather conditions, the organoleptic qualities of these apples from the Alps are excellent this year. “The absence of excessively high temperatures and thunderstorms has helped us achieve good visual quality and a very high taste potential,” explains Cédric Massot.
The only apple to benefit from the Red Label, the Golden of the Alpes de Haute Durance can be recognized by its pinkish blush, a result of the thermal amplitude between day and night. It accounts for 10% of the French production of Golden apples and 80% of tree farms in the Alps.
A good marketing year ahead
Both the Golden and Gala of the Alps should benefit from positive market conditions this year. “We are starting the season with a market that is completely empty, with no overlap of stocks with the old crop.” The demand for Golden apples is also very strong and “prices should remain very good. In other words, the marketing campaign looks really promising.” The Gala had to endure a “catastrophic campaign in 2022, with very low prices on a completely clogged market,” but the market potential is much better this year. Prices are currently at good levels, and we hope they will not drop.”
Apples from the Alpes de Haute-Durance are mainly sold to French supermarkets and wholesalers, and the rest of the production is exported to a large part of the world.
“French consumers choose for French products"
The producers of Alpes de Haute-Durance apples want to get closer to French consumers, and are therefore stepping up their communication strategy. “We want to do more to promote our Red Label PGI production, in particular through promotional actions in the stores,” explains Cédric Massot. Events will be organized throughout the year, with tastings and explanations on the production and the region. “Consumers are very sensitive to French production and want to know the products’ history, especially at a time when retailers are offering more and more choices and labels. Today's consumers are aware of the importance of preserving food sovereignty.”
For more information:
Cédric Massot
Pommes des Alpes de Haute Durance
www.pommes-des-alpes-de-haute-durance.fr