Auchan's initiative to promote French apricots at €2.15/kg [2.50 USD/kg] is not going down well for the Peaches and Apricots of France producers' association and the Federation of French Fruit Producers (FNPFruits), who are denouncing it as a "real provocation" at a time when the French apricot campaign is "entering its final phase (with less than 25% of apricots still on the market)."
"Once again, priority is being given to the 'price war between retailers' to the detriment of farmers' interests"
"We should remember that French apricots have been on the market for 2 ½ months, and that their quality is unanimously considered to be excellent. To get through the tricky period with large volumes at the end of June/beginning of July (Kyoto, Ladycot, Bergarouge, Bergeron varieties...), producers and retailers organized an apricot fortnight. By boosting sales at attractive prices, segmenting the shelves, and communicating with the general public, record sales were achieved. There is talk of a 30% increase in sales compared with last year. Since last week, stocks have generally been cleared, and prices are firming up. Given this situation, how can we justify a promotion that will not cover production costs at this stage of the season? Why is priority once again being given to the 'price war between retailers' to the detriment of farmers' interests? How can we understand this attitude on the part of a brand that is generally "close to French agricultural production?" Several delegations of fruit growers have been visiting Auchan stores in the Roussillon, Ardèche, Drôme, and Gard regions since last week, "without being aggressive, but to understand," according to the two associations.
© AOP Pêches et Abricots de France
For their part, the presidents of FNPFruits and Peaches and Apricots of France are asking Auchan's management to meet with them urgently in order to assess the consequences of this action on the existing partnerships.
"Apricot fortnight saw record sales"
"French apricot production peaked at the end of June/beginning of July. Volumes were in line with forecasts, with strong harvests of the must-have varieties that have dethroned the Bergeron in recent years (Ladycot and Kioto, among others). The 'apricot fortnight', organized in partnership with a number of retailers, resulted in record sales, thanks to the quality of the fruit and prices that were attractive, without losing sight of the producers' costs. Following the long weekend around the 14th of July, we have entered the final phase of the season, with 25% of the volumes still to be picked and marketed, so we should all benefit from this momentum! The range consists of Bergeron apricots, whose volumes are not exceptional this year, as well as the Nelson, Swired, Farbela, and Farely varieties, ending with the Farlis at the beginning of August."
© AOP Pêches et Abricots de France Apricot fortnight on the shelves
Declarations of apricot harvesting by Peaches and Apricots of France for the 2025 season: relatively normal volumes after the poor harvest of 2024:
© AOP Pêches et Abricots de France
(Source Peaches and Apricots of France 2025)
