Vergers Cancel launches the Adour Kiwi - Red Label PGI

“We can now offer a premium product that is geographically identified”

Vergers Cancel has been established in the Adour production basin for many years. But the group of producers grew stronger in 2021 by taking over the kiwi activity of Rouquette (Aiguillon, Lot-et-Garonne) and operating a packaging unit in Caubios-Loos (Pyrénées-Atlantiques) from October 2022. This will enable Vergers Cancel to market 670 tons of kiwis with a label for the 2022-2023 campaign.

“This is our first year,” explains Maxime Gil about the Adour Kiwi, “so it is kind of a test. If the market responds well, we will increase our production in the coming years. The company currently works with nearly 30 producers located in the Adour basin. “For green kiwis, the only segmentation of the Hayward variety is this Red Label kiwi and it is an offer that we were missing. We can now offer a premium product that is geographically identified.” As a kiwi specialist, Vergers Cancel wants to position itself in all kiwi segments.

High-end offer
“The Adour kiwi is a high-end niche product so it is primarily destined for wholesalers who are specialized in exceptional products,” explains Maxime. A premium product that benefits from premium packaging. “High quality presentation is essential, which must reflect all the organoleptic qualities of this fruit.” The remarkable Adour kiwi is “sold at a level of maturity that allows for a perfect balance between sweet and sour.” This fruit with two labels, marketed by Vergers Cancel, can also be found on supermarket shelves, where “its recognized qualities are well promoted.”

Overall lack of dynamism in the kiwi campaign
Despite the 10% drop in harvested volumes this year, the market is balanced because the demand is also slightly lower at the start of this year, compared to 2022, according to Maxime. The current marketing campaign is going “relatively well, although we are a little disappointed by the lack of dynamism of the market.” This trend is especially noticeable on the organic market. “We are just starting to feel the beginnings of a decline in the organic sector. Many consumers prefer to buy less expensive products, so we are logically seeing an increase in our sales of entry-level price segments.”

The Vergers Cancel kiwi production (from 200 producers primarily located in Nouvelle Aquitaine) reaches 12,000 tons each year, which represents one fourth of the French production. Including imports, the company markets approximately 16,000 tons of kiwis (mainly Hayward) with a very large offer (Red Label-PGI, Organic, HEV, Bee Friendly and GlobalGAP). The objective of Vergers Cancel is to be present on all markets. By integrating the Summerkiwi (early French green kiwi), the Dori yellow kiwi and Red Passion red kiwi, Vergers Cancel now has a complete offer, including all colors (green, red and yellow), all year round.

For more information:  
Maxime Gil 
Vergers Cancel
1 rue de l'Occitanie, ZI de Barrès 3
 82100 Castelsarrasin
Phone: +33 (0)5 63 04 82 13

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