Established for four generations in the east of Lot-et-Garonne, near Agen, Domaine de Ferrussac has built a reputation in arboriculture, producing apples (25 ha), prunes (12 ha), kiwifruit (6 ha), and, more recently, blueberries (5 ha). Today, Côme Lapierre, who joined his father and uncle in managing the estate in 2021, is committed to developing the French blueberry sector. "We planted five hectares of blueberries four years ago. This year we expect a harvest of 30 tonnes, but yields should exceed 60 tonnes within two years. Our ambition is to supply customers continuously from late May until early October."
© Le Domaine de Ferrussac
At the end of summer, Domaine de Ferrussac is harvesting the last variety of the season, Centra Blue. This variety allows the family estate to significantly extend its marketing window. "Centra Blue originates from New Zealand, but in Europe it thrives almost exclusively in northern Portugal and south-western France. It is currently the latest variety on the calendar, supplying the French market with local blueberries right up to October. The fruit is round, sweet, and prized for its balance and freshness." 
© Marine Inghirami-Benaroch | FreshPlaza.com
Direct-to-consumer sales: Adding value to blueberries
Harvesting accounts for 70% of blueberry production costs. "Given the high cost of labour in France, our blueberries must generate greater value than imports, and that value must be fairly shared. Thanks to our sales team, our strategy focuses on steadily increasing sales volumes in each retail outlet." This win–win model, successfully implemented by SARL de Ferrussac, relies on two levers: building direct relationships with points of sale, shortening supply chains, reducing cumulative margins, and optimising store deliveries; and boosting sales volumes, which improves both profitability and shelf turnover. Blueberries from Domaine de Ferrussac are distributed across France, with a large share reaching the Nouvelle-Aquitaine region.
© Marine Inghirami-Benaroch | FreshPlaza.com
The blueberries grown by Le Domaine de Ferrussac are sold throughout France. A large proportion is shipped to the Nouvelle-Aquitaine region.
How to increase blueberry consumption in France?
Despite its image as a fashionable superfood on social networks, blueberry consumption in France remains modest compared to neighbouring countries. "At 150 g per capita per year, French consumption is far below that of northern Europe—Germany, for example, reaches 700 g per capita. Consumption is growing, but the potential is still enormous." For Côme Lapierre, the main obstacle lies in the standard 125 g packaging: "It positions blueberries as a delicacy rather than an everyday fruit and keeps volumes low. We need to rethink shelf presentation, dedicate more space—including prominent head-of-aisle displays—and trigger impulse purchases. Blueberries are quickly adopted by consumers under 50 once they are visible." Another key lever is bulk sales. "Although blueberries are delicate, we have worked hard to adapt them to bulk, and wherever it has been introduced, they have been a success. To guarantee consistent quality, we invested in an optical sorting machine. With its infrared cameras, it removes defective berries, particularly soft fruit, which often causes shrinkage on store shelves."
© Marine Inghirami-Benaroch | FreshPlaza.com
France still has ground to make up technically
For the French sector to catch up with its European and global competitors, significant technical progress is still needed. "In recent years, we've advanced quickly thanks to the work of the French Blueberry Growers' Association. Variety collections, technical networks, bulletins, and study trips are all helping producers to improve. But there is still much to be done," acknowledges Côme Lapierre. While global blueberry production has surged over the past decade, France has lagged due to export disadvantages and a relatively small domestic market. Yet opportunities abound. With passion, innovation, and cooperation, the French blueberry industry has the resources it needs to win over consumers and secure its place on the market. 
© Marine Inghirami-Benaroch | FreshPlaza.com
For more information:
Côme Lapierre
GAEC Domaine de FERRUSSAC
342 chemin des vergers, 47270 saint Maurin
[email protected]
domainedeferrussac.fr
