Endives will soon be back in season, with both volumes and quality meeting expectations. After an increase in sales compared to the previous season, the Association des Producteurs d'Endives de France (APEF) aims to "continue winning back consumers lost during the 2022/2023 and 2023/2024 seasons due to supply shortages." To achieve this, the association is preparing a radio campaign starting next month. 
© APEF
"Production forecasts for the coming season are positive"
"September marks the restart of activity for most of our endiveries, which means supply will steadily build over the next few weeks. Roots have retained excellent potential, productivity should remain strong, and quality is still high. The past season is drawing to a close, with purchases up by about 15% year-on-year (source: KANTAR), despite limited availability until December 2024. At this stage, production forecasts for the next marketing year look promising. This supply will help us recruit new consumers and return to the penetration levels achieved in the 2021/2022 campaign."
'Faites briller les endives' on the airwaves in September
"To ensure this transitional campaign is a success and to generate real consumer demand, endives must take their rightful place on the shelves from the very first days of September," explains the APEF. To this end, the association is launching a radio campaign with the slogan 'Faites briller les endives', which will be aired on RTL and Nostalgie from September 5 to 14, with 90 spots scheduled at peak listening times. "The goal is to inspire the 33 million contacts reached to buy more endives."
The APEF is also calling on "downstream partners to do everything possible to support this new campaign under the best conditions, ensuring that French endives continue to shine right through to the end of the season."
For more information:
Pierre Varlet (Director)
APEF
2, rue des Fleurs
62000 Arras
Tel: 03 21 07 89 89
[email protected]
[email protected]
