The Metis® brand made its appearance in Europe almost nine years ago with only one variety present at the end of the season: Sunset Sky. Since then, the range has been expanded with four additional varieties, making it possible to offer continuity of the supply from June to November.
There are three growers involved in this brand, Royal in Spain, Blue Whale in France and Granfrutta Zani in Italy, that can be all proud of the work they have done both technically and in the selection of the varieties. “This year's production is expected to reach 8,000 tones, which will allow customers in Europe to have access to these high-quality plums throughout the summer and autumn,” says Camille Herouard, Technical and Sector Development Manager at Star Fruits and leader of the process.
“There is some uncertainty about the quantities available in Italy, following the severe weather that has affected Emilia Romagna in recent weeks. For several years we have been facing unfavorable weather conditions. The distribution of our production over three different territories in Europe allows us to mitigate the risks and to ensure that the quality and availability of the product is never compromised," she points out.
Over the past five years, the group has been working to promote the product, its specific features and its positioning. “This work shows that Metis has the capacity to change the category and bring added value to the shelves. Now we don't have to explain to supermarkets why Metis has such an original, juicy texture and explosive taste. Buyers know and recognize the originality and uniqueness of the range, whose genetics come from a combination of plums and apricots," says Olivier Lefebvre, who is in charge of promoting the campaign.
"In Europe, there are more than 60 major distributors trusting us year after year and we are now building and structuring promotional activities with many of them. The quality of the product is also recognized outside Europe. Indeed, year after year, Metis growers have developed their export sales. Today, Metis is sold in more than 25 countries, including Asia and the Middle East. This success proves that the product, in addition to being tasty, has the capacity to travel really well, particularly for long-distance transport,” highlights Olivier.
Communication and field actions to support sales
Metis is a player with its own development since the creation of the brand. After having implemented a digital strategy and communication, differentiated by country in Europe, the collective has committed itself to the implementation of more field actions (trade-marketing in particular) and events.
For the group, it is important that the brand message "the mix of sensations" is conveyed not only through the product's taste experience but also through the actions it undertakes throughout Europe. This year's communication emphasises the emotion involved in tasting these plums.
“The objective set for this season is relatively simple: to continue to increase awareness of the Metis brand and to make this range of premium plums known to its priority consumer target market: young and family-oriented, active women and men, and their children. Let’s not forget that we are dealing with a range of plums that are easy to eat, fresh, great food on the move, a fruit of good size, firm and juicy at the same time, which offers a simple and very tasty alternative to other seasonal fruits,” explains Herouard.