At the national congress in the southeast French commune of Valence, fruit producers presented their new collective brand, christened Fruidissi, which is designed to bring value to the sector during the current crisis. Fruit farmers have seen their revenues fall by 53 per cent during 2009.
FNPF, the national federation of fruit producers, has been working since 2008 to create this new identity, which will be launched in a few months, according to Agence France-Presse.
From producer to distributor, each link in the chain is involved in the framework of a charter to offer consumers fruits that are seasonal, high in quality, locally produced and environmentally friendly.
According to Anna Jachim of the FNPF, the aim of Fruidissi is to better respond to the expectations of consumers, guarantee better returns for producers and to ensure the survival of the sector.
