After two consecutive years marked by late frosts, which severely impacted growers, 2023 is set to bring a very favorable harvest of Metis® plums (a Plumtastic Europe club variety), both in terms of quantity and quality. Blue Whale growers - experts in this crop in the southwest of France - are therefore expecting an "outstanding" season from August onwards.
French production of 1,200 tonnes
"For 10 years now, Metis® plum varieties have set the standard, often described as 'an explosion of flavors'", reports Claire Fayan, Plum, Kiwi, and Grape Manager at Blue Whale. European production of Metis® has grown significantly in recent years, approaching 8,000 tonnes, with 1,200 tonnes produced in France. The range comprises 22 varieties, 3 of which are produced in France by Blue Whale, the country's sole marketer. The Sunny Day yellow plum is available from August, followed by the Oxy Solar - a red-fleshed red plum - available on the market from August to September, and the Sunset Sky from late September to November.
45% of Blue Whale plum orchards are dedicated to Metis® varieties
Highly appreciated by consumers, the Metis® range is designed to stand out from other plums in terms of taste and consistent quality, thanks to an original genetic selection process based on the meeting of plum and apricot. "Blue Whale growers have fully integrated Metis® into their plum strategy, with 45% of their plum orchards now dedicated to these varieties. The monitoring of varieties by Blue Whale's industry experts enables us to identify the future stars of the plum market. Technical support for growers is backed up by an ambitious marketing plan, to ensure that Metis® impulse purchases are transformed into regular stone fruit purchases. Marketing campaigns aim to establish Metis® as a strong brand, with a high level of brand awareness. Blue Whale will be renewing a major trade marketing plan again this year to support sales in supermarkets."
A plum range with international ambitions
While the French market is the main focus, the Metis® range is also very successful internationally, being shipped to over 25 countries and sold by over 60 leading European distributors.
For more information:
Claire Fayan
Blue Whale
Tel: +33 (0)5 63 21 56 56