Created in 1996 in Elne (Pyrénées Orientales), Agro Sélections Fruits has been constantly evolving and innovating, just like its founders Arsène and Laurence Maillard. Pioneers in the development of certain species such as the flat peach and the flat nectarine, the varieties from the company’s research program were able to distinguish and impose themselves on the markets thanks to their taste qualities. The Maillards’ main selection criterion has always been this so-called “semi-sweet” flavor, both sweet and slightly acidic, which offers an interesting mix of aromas.
In addition to the various programs for varietal improvement, Agro Sélections Fruits has also distinguished itself from other companies by ensuring a presence and development throughout the entire chain of the sector, from varietal research to the final consumer. In a visionary way, various brands have been protected and developed in order to offer to the consumer a reference point for satisfaction, pleasure and guarantee of taste quality. It is therefore possible, nowadays, to find on the shelves the different brands developed for flat peaches and nectarines (Ondine), round peaches and nectarines, as well as for apricots (Regal’In) and apples (Candine).
Other brands have been registered in order to launch the next innovative selections the company has been working on for several years and which will once again bring a true differentiation on the markets. At the end of 2018, in order to accompany this development, give it an even more international dimension and reinforce its position in the sector, Agro Sélections Fruits opened its capital to the Spanish company Frutaria, agricultural brand of the SAMCA group. For 2 years now, this collaboration has helped give a boost to the activity of this family business.
Since the 1st of January 2021, the research activity has been separated from the commercial activity, now entrusted to the newly created ASF Edition. The goal is to edit the ASF varieties, as well as promote and defend the brand concepts. In terms of research, this reorganization was accompanied by the recruitment of Christophe Bouchet as the director of varietal improvement, therefore ensuring a continuation of the research programs at ASF and giving it a new dimension.
Indeed, the ASF site in Elne will be the reference center for all the research programs that Frutaria owns. The ASF structure will define the strategy for varietal improvement, and for the evaluation and selection of the programs developed on the different sites in France or in Spain. The site in Elne will serve as a reference and platform where all the group’s research will be centralized. It is another reason why many investments are being made to provide the site with the means necessary to optimize their activity like the construction of a greenhouse or the installation of nets on some plots for example.
In terms of marketing, the creation of ASF Edition came with the development of a new visual identity to modernize the company’s image while reminding of the fundamentals of the program’s origin. ASF Edition also strengthens the teams in Elne in order to consolidate the commercial development of the varieties and the structured approaches of its brands.
Finally, the recent appointment of Aurélie Ferrieux as the executive director of ASF Edition ensures continuity in the management of the company while maintaining the Maillard philosophy. Having integrated the company more than 16 years ago when ASF started, she has followed the development of the company alongside Arsène and Laurence Maillard. She is now prepared to be in charge of the operational aspect of the company, consulting Arsène and Laurence Maillard for advice in the areas of excellence they both master.
Agro Sélections Fruits and ASF Edition are investing for the development of the current and upcoming material. Research takes a matter of years and ASF is only at the beginning.
For more information:
ASF Edition, SARL
Phone: +33 (0) 468 37 88 80
contact@asfedition.com
