At medFEL, Greype will be unveiling L'Amorosa, the company's first premium brand dedicated exclusively to yellow and white peaches and nectarines. "MedFEL is a strategic event for professionals in the sector, marking the launch of the coming season. It seemed obvious to us to present L'Amorosa in this context: an event on a human scale, conducive to quality exchanges and perfectly aligned with our values of proximity and transparency," explains Tristan Margalet and Matthieu Oribes, directors of the company.
Matthieu Oribes and Tristan Margalet, directors of Greype
Offering a differentiated premium range to meet the demand for high-added-value products
MedFEL is also the ideal opportunity to affirm Greype's positioning and ambition to offer a differentiated premium range capable of meeting new market expectations. "Today's consumers are looking for products with high added value, meaning controlled origin and consistent quality. L'Amorosa is our response to this demand. It embodies our desire to promote exceptional fruit, grown with the utmost care in carefully selected areas. For the moment, we are concentrating our efforts on developing this range, but other projects are under consideration."
A brand exclusively dedicated to Spain
While Greype also offers fruit from France and Portugal, it is Spain, and more specifically Andalusia, that will be the focus of this new premium brand. "L'Amorosa - 'Full of Love' in Spanish - is rooted in sunny Andalusia, in the south of Spain. The natural conditions in this region are ideal for growing stone fruit: generous amounts of sunshine throughout the year, marked temperature differences between day and night that encourage the development of the fruit's aromas and color, fertile, mineral-rich soils, and farming know-how handed down from generation to generation. It is in this terroir that we carefully select the orchards where our L'Amorosa fruit will grow. These unique conditions ensure that the fruit is sweet, juicy, perfectly balanced, and visually impeccable."
L'Amorosa joins the company's two existing brands, Greype France and Greype Portugal. "Greype France, our main brand, brings together our entire standard range for supermarkets, wholesalers, and specialized stores. Greype Portugal is a brand dedicated to our Portuguese citrus fruits, mainly from the Algarve region, renowned for the richness of its soil and the exceptional quality of its fruit. This brand promotes exceptional citrus fruits, with intense aromas and a unique taste, aimed at the most demanding markets."
A brand available from May
L'Amorosa will hit the shelves in May, in red and gold packaging, at the very start of the Spanish stone fruit season. The launch will be gradual, depending on the ripeness of the varieties and harvesting conditions, to ensure optimum quality from the very first shipments. "Our ambition is not to arrive quickly, but at the right time: each fruit marketed under the L'Amorosa brand will have to meet strict criteria in terms of taste, texture, size, and presentation. The aim is to offer regular and consistent excellence throughout the season. Marketing will then continue until the end of summer, with a supply schedule designed to meet the needs of our partners, both in France and abroad. We rely on solid varietal planning, combined with controlled logistics, to ensure that every shipment lives up to the promises of the L'Amorosa brand."
L'Amorosa will be exhibited at medFEL on April 23rd and 24th (booth F70), at the exhibition center of Perpignan.
For more information:
Greype
[email protected]