Lily Ploom was created by three plum specialists, Cancel, Boyer and Apifood, who decided to join forces to raise the profile of a few new tasty plum varieties. “It is a club dedicated to the communication and marketing of varieties selected for their taste qualities. We each have our own producers, but we joined forces to promote the brand,” explains Eric Tastayre, managing director of Apifood.
Lily Ploom 2023 campaign
4 varieties of yellow and red plums to cover the season
The Lily Ploom range consists of 4 complementary plum varieties, which follow one another from late June to mid-October. “We sourced these varieties from South Africa and adapted their cultivation to our land. The aim is to have a red and yellow flavor throughout the season.”
African Rose, the earliest variety of the range, starts the season until mid-July. This red plum with yellow flesh was selected for its “excellent eating quality despite its earliness.” Next comes Primetime, marketed from late July to mid-August. It is currently the best-selling variety under the Lily Ploom brand. “We are expecting between 1,000 and 1,200 tons this year for the three distributors,” explains Eric Tastayre. A red-fleshed, full-season plum variety that has won over consumers over the years. Marketed over the same period, the yellow Soryana plum has also been selected for its high taste potential. Finally, the Ruby Star, latest variety to join the club, closes the season from mid-August to mid-September.
Strict specifications to guarantee optimal quality
The 4 Lily Ploom varieties are subject to very precise specifications, focusing above all on the quality of the fruit offered to consumers. “It is simple: if it is not good enough, we do not make it. The specifications are strict, specifying minimum sugar levels and a maturity network to trigger harvesting. On the grower's side, we were also keen to work in complete transparency, with defined commercial margins. The aim is to enable growers to make a living from their products, and to encourage them to develop their production. For the 10 years that Lily Ploom has been in existence, we have tried to develop the brand little by little, without haste, so as to evolve in a sustainable way. And this approach has paid off. The products are good and we have increased our sales volumes a little more each year.”
Every year, Lily Ploom runs a communication campaign to promote the consumption of its tasty plums. “Through the brand, we want to offer attractive, tasty plums of a fine caliber to the younger generation. We want to educate them to eat plums. We therefore sponsor big-wave surfers like Pierre Rollet. This way, we want to convey the image of a product that is fresh, healthy, young, trendy and suited to the healthy diet adopted by sportsmen and women.” Given the brand's evolution over the last 10 years, this communication strategy has been rather successful so far!
For more information:
Lily Ploom
www.lilyploom.fr