French apple association Le Crunch has announced a host of marketing initiatives to kick off the new French apple season. The campaign begins this month by targeting 6,000 schoolchildren, with healthy eating messages being spread by the Le Crunch Crew Playtime Club, a group of apple characters designed especially to appeal to children.
A nationwide Le Crunch Apple Day competition is also planned, offering schools a prize of £3,000 to spend on playground facilities or healthy eating initiatives, and offering smaller prizes for pupils. According to Le Crunch, parents will also be targeted through healthy eating information leaflets.
At the time of the England vs France six-nations rugby match in March, a trade event named “Le Crunch” will be held, enabling key decision makers to discuss future opportunities for Le Crunch apples within the UK.
According to Le Crunch, six major retailers and the main UK wholesale markets will be involved in promotions that continue to promote healthy eating and active lifestyles, including on-pack promotions and competitions, and online games.
Since some of the key Southern Hemisphere producers are targeting emerging markets outside the UK, Le Crunch sees an opportunity for French producers, whose coldstorage expertise enables them to fill any gaps between the Northern and Southern Hemisphere seasons.
Daniel Corbel, co-president of Interfel’s external market commission, commented: “French producers are used to responding quickly to UK market demand. Our proximity to the UK market and a sophisticated supply chain are big advantages of Le Crunch. A well-established transport system means apples can be delivered quickly, efficiently and at relatively short notice. What’s more, our quality standards with GlobalGAP certifications and BRC standard packing reflect what the UK buyers expect.”
As such, Le Crunch exports to the UK are anticipated to exceed 150,000 tonnes for the 2008/09 season. “The UK is still the most important export market for French growers,” continued Mr Corbel, “and we work equally on quality and quantity to meet the demands of UK buyers. Our climate, geography and varietal expertise position Le Crunch as world-class apples.”
