At this month's Medfel trade fair in Perpignan, France, cooperative Saveurs des Clos announced the launch of its 'Durable!' brand.
The concept was, it said, to create an alternative market segment to organic and conventional produce.
According to the cooperative, the brand stands for good taste, health, environmental respect and fair trade.
The products under the brand, including peaches, nectarines, artichokes, salads and cucumbers, are sprayed with a minimum of chemicals, none after flowering, while the range is sold at a fixed selling price in order to guarantee a reasonable return for the producers.
Last year, 25 tonnes of peaches and nectarines were sold under the Durable! brand during trials in Auchan, Monoprix and Manor in Switzerland.
The brand now welcomes the vegetables of cooperative Plaine du Roussillon, as well as produce from other members, including La Capel, Cofruid’oc, Force Sud and Endélis.
This year, the brand has been extended to include artichokes, salads and cucumbers, and in 2012 will also feature melons, asparagus, onions, plums, chicory and nuts.
Jean-François Not, president of Saveurs des Clos, commented: 'Organics are much more expensive, so for most people Durable! is a great alternative. We need to keep convincing people of its worth.'
Didier Crabos of apple and asparagus group Cofruid'oc, added: 'This is a process that engages everyone: producers, retailers and consumers. The fight is to convince consumers that the price is worth it.'
