"The decline in European supply will enable French produce to quickly establish itself on the shelves"
This week marks the start of the apricot season. Although small apricots arrived 10 days ago, the first significant harvests will take place this week (week 21), with no evident early ripening. The increase in supply will be very gradual until June 15th (week 24). Early varieties (Colorado, Pricia, and Wondercot) are expected to be available in low volumes, but this early supply will gradually be supplemented by more flavorful and newer varieties (Maya Cot, Prialina).
On the market, the low European supply at the start of the season will benefit French apricots, which should therefore get off to a good start. Greece, Turkey, as well as Spain (Murcia, Extremadura, Catalonia) show a significant deficit due to hailstorms that destroyed a significant part of the harvest potential. "The weather in Spain has really hit the quantity and quality of Spanish apricots. As a result, the demand for apricots is really strong, and prices are holding up. If the weather is favorable for consumption, the market will be able to grow in really good conditions without having to carry stock over to the peak of the season at the end of June," explains Raphaël Martinez, director of the producers' association Peaches and Apricots of France.
Larger volumes will arrive in week 25, and especially during weeks 26 and 27, at the end of June and beginning of July, for the fortnight of the apricot. This is a scheme developed by Peaches and Apricots of France to avoid a crisis during the period of peak production by encouraging consumers to buy the product, which is sold at an affordable price. This fortnight of the apricot will take the form of in-store promotions, as well as a radio campaign on RTL radio (from June 25th to July 5th) and on social media. "Most retailers have already planned promotional offers," according to Raphaël Martinez. These operations will be complemented by exports, which are once again looking promising due to the low supply in Europe. "If we manage to get through this tricky period without any problems (in late June-early July), it will be good for the rest of the season. After that, we will return to a more regular pace for the Bergeron campaign, as well as for the seasonal and late varieties that will be available until the end of August."
However, this shortfall in supply at the European level could also be an opportunity for French apricots to regain some ground on the export market, which has shrunk significantly over the years. "With the support of the Interprofession, we are currently developing a promotion program in Germany. A German retailer will benefit from a weekend of promotional activities focusing on French apricots during the season."
To mark the start of the peach and apricot season, Ecoresponsible Orchards will appear on France 3 TV channel on June 2nd.
Nectarine production will be later and lower than last year
The peach and nectarine harvest forecast was revealed on May 20th, as part of medFEL. The French peach and nectarine season is expected to start in weeks 23 and 24, at the beginning of June, which is one week later than last year. Following a physiological fruit drop due to poor weather conditions during flowering and fruit set, 80-90% of the harvest is expected. Small sizes will therefore be less prevalent than last year. With the return of plastic trays, there is a risk of tension in this segment.
Across Europe, as with apricots, several adverse weather events have affected the regions of Badajoz, Murcia and Lerida (Fraga), which will have an impact on the volumes brought to the market. The risk of hail remains a concern for us in the coming weeks.
Observing the shelves: An effective tool for monitoring the season
Since last week, around 20 promoters have been monitoring the marketing of French peaches and apricots in nearly 1,000 points of sale and 8 retail chains. The objectives are to provide French producers with key information on prices, packaging, and purchasing behavior, and to gather information on the origin of the fruit, correct labelling errors, and combat fraud at its source. After four years of analysis*, the tests confirm the origin of the fruit with 90% reliability.
Right: Photo of a peach and apricot shelf - May 16th, 2025
* (2024 results based on isotopic analysis, NMR, and D&S-RADIAN®)
Ecoresponsible orchards' promotional tools are gaining ground on the shelves
The Ecoresponsible Orchards brand enjoys 55% brand awareness and 71% trust, ranking it second among recognized fruit and vegetable labels (after Zero Pesticide Residue). Building on these results, several retailers are strengthening their communication on the shelves about French fruit, which is committed to respecting the environment.
A promotional program will support this communication with a TV campaign from June 2nd to 29th, reaching over 9 million people. We will also be present on social media with an original campaign: FOOH and the use of FOOH*, a campaign that will reach over 8 million people.
*Fake Out of Home
This year, Peaches and Apricots of France has also developed tools to promote ecoresponsible orchards on the shelves, including variety cards, a feature that has been adopted by older brands in their communications.