This year, the first Lovita® plums will be harvested during the week of August 21. A perfectly "normal" start to the harvest in terms of timing. "Everything has gone well so far. We haven't had any frost or drought, and the orchards haven't been hit by hail, as they're all protected by nets", says Monika Kujundzic, communications manager at French Fruit Lovers.
Harvest potential tripled for the 2023 campaign
Everything leads one to believe that the 2023 season will be a promising one, starting with the expected volumes, which will be three times those of last season: "The potential for this harvest amounts to more than 1,000 tonnes, spread over 80 hectares in France. An impressive increase when compared with last year's volumes of around 350 tonnes. This situation is due to the fact that we had no frost this year, and the trees are reaching full maturity".
A fruit much awaited by customers
The red-fleshed, heart-shaped plum will be available in greater quantities this year on French supermarket shelves, as well as in Belgium and the Netherlands, where it is exported: "Customers are very eager to see it again this year, in larger volumes. It's a fruit that has great appeal and development potential".
Lovita®, a plum adapted to climate change
Monitored by technicians and checked weekly for ripeness, Lovita® will be harvested as soon as the ideal sugar level is reached. "Cultivated for five years in France, the Lovita® variety has demonstrated its robustness in the face of climate change. Hybridized in Israel by the Ben Dor company located in the Jordan Valley, Lovita® is a variety perfectly adapted to hot summer seasons".
Dynamic communication for the 2023 campaign
In this context, the Lovita® team is actively preparing the back-to-school communications campaign, with numerous events at the Rungis market and also in supermarkets, as well as competitions on social networks, new derivative products, and a new website dedicated to the general public. Brand ambassadors from the regional gastronomic sector are also being approached to create tailor-made recipes for Lovita®.
New products
In partnership with Les Jus du Soleil, Lovita® announces the production of a fruit juice made exclusively from Lovita® plums under the O'natur brand. Launched 70 years ago, the Lot-et-Garonne-based company selects the majority of its fruit from local farmers and distributes its O'natur juices to the high-end foodservice market: delicatessens, restaurants and hotels, Michelin-starred restaurants, wine merchants, etc. Les Jus du Soleil has also developed a second product for food service professionals: Lovita® plum purée.
Events and trade shows
On September 14, two Lovita®-branded delivery tricycles will tour the aisles of the Rungis wholesale market, to meet with professionals. In parallel, special events are planned in a number of retail outlets. Competitions will also be held on social networks, with numerous prizes to win.
Lovita® will also be represented at the following trade fairs: Showroom RHD Ad'OCC Occitanie on October 4 in Toulouse, Salon Fournisseurs Multi-Enseignes in Narbonne on October 19, and Fruit Attraction from October 3 to 5 in Madrid.
Lovita® Ambassadors
Lovita® has also won over professionals from the world of high-end gastronomy: restaurateurs, pastry chefs, and processors. They have accepted the ambassadorship and are already working on customized recipes for Lovita®. The names will be announced at the launch of the sales season.
For more information:
Monika Kujundzic
French Fruit Lovers
2788 route de la Mégère
82200 Moissac - France
Phone: +33 (0)5 63 04 01 06
Cell. : +33 (0) 6 62 02 77 15
[email protected]
www.lovita-plum.com
