Select Fruit, a branch of the Pom’Evasion group, will share a booth with its partner Cofruid’Oc Méditerranée at Fruit Logistica in Berlin. Both companies produce French apples and pears and “have an alliance called Tasty and Select, which started in 2017,” explains Delphine Robin, export manager at Select Fruit.
At Fruit Attraction 2022
Wider varietal offer, larger sales territory and broader seasonality
This alliance allows each company to extend its prospecting and sales territory. “We naturally decided to work together because we realized that we had strong complementarities in terms of varietal offer, geographic area and seasonality. We are based in the Loire Valley and Cofruid’Oc is in the Mediterranean basin, so their products arrive before ours on the market. The clients of both companies therefore have access to a larger offer that is also more spread out over time. In terms of varieties, the particularity of Select Fruit is that it has a number of club varieties, such as Jazz® and Ariane® for apples, and Angys® for pears. As for Cofruid'Oc, they market the Pink Lady® variety. They also produce Joya® and Story apples, the latest being sold under the brand Legend®.”
Common values
The values shared by the two companies made for an obvious partnership. “We are both really committed to agroecology through the practices of our producers, but we also share the same international quality certifications. Additionally, we are committed to maintaining a very high level of service for our clients, while having kept human-sized structures, which allows us to be agile and responsive to the demands of our clients.
England: market of interest to develop the organic offer?
Besides communicating on its alliance with Cofruid’Oc, Select Fruit wants to promote its Jazz® variety at Fruit Logistica, and develop its export sales of organic apples. “We are major producers of Jazz® apples and we want our clients to know about it. We were also pioneers in the organic sector and we have a great offer that can be complementary to the conventional range we already export. Up until now, we had never really developed this export segment, although it is a large part of our offer. There is a real opportunity because these alternative approaches, which convey strong values, should be recognized around the world and the market is not yet well developed.
"We also have a large number of producers committed to the organic approach and we must find outlets for their production. There are good prospects in countries like England where the current organic offer mostly comes from Italy. But with our geographical proximity and our good knowledge of organic certifications, we clearly have our card to play in this market.”
Select Fruit and Cofruid’Oc Méditerranée will be present with Pom’Evasion in Hall 22, Booth B21.
For more information:
Delphine Robin
Select Fruit
drobin@select-fruit.com