“With its yellow rind, its firm, juicy and fragrant orange flesh, well-developed aroma and deliciously sweet taste,” the Haut-Poitou melon PGI is celebrating the 25 years of its label. Spread over 4 French departments (Maine-et-Loire, Indre-et-Loire, Vienne and Deux-Sèvres), the 12 producers cultivate on 1,250 hectares and are currently planting the first melons for this summer season.
Nearly 2,500 tons are marketed each year by these Haut Poitou melon producers under the PGI label. 2,300 tons were produced in 2022 (2,200 tons of conventional melons and 100 tons of organic melons).
It was in 1992 that 12 melon producers from the Haut-Poitou region decided to come together and form a union to promote their product. In 1998, they were the first to obtain a PGI label for melons.
Launch of the 2023 season
“Approximately 12,000 tons of melons are expected this year, including 3,000 tons with the Haut-Poitou melon PGI label. 90 days of production are necessary to reach optimal maturity. Additionally, 6 years of rotation between 2 melon crops on the same plot are required to obtain a good yield and a highly superior quality. For the producers, sowing begins in April, while harvesting and marketing takes about three months, from the end of June to early October.”
New visual identity for consumers
In order to further promote the Haut Poitou melon PGI, the members of the organization have decided to launch a new graphic identity. “The first choice was to remove the green ‘Premium’ umbrella brands for supermarkets and pink ‘Melon de Maître’ for wholesalers in order to unify communication and highlight the Haut-Poitou melon PGI. The black background refers to a high quality product and it is matched with the amazing and recognizable pink color to allow consumers to identify it easily.”
The Haut Poitou melon is sold everywhere in France through wholesalers, retailers, supermarkets and open-air markets. In the Haut-Poitou area, it is sold directly by producers from the stores on their farms.
Present on social networks, the Haut-Poitou melon PGI will also be able to rely on weeks of promotional actions and events organized in supermarkets from July to early September.
For more information:
Syndicat des Producteurs de Melons du Haut-Poitou
5 rue de l'Industrie 86110 Mirebeau
Phone: +33 5 49 18 97 20
melon.haut.poitou@free.fr