Jacques Vanoye is a trustee of the new French topfruit organisation ANPP, the Association Nationale Pommes & Poires (the French Apple & Pear Association). As part of this role, Jacques works as chairman of the French Apple and Pear Marketing Commission.
How did you first get into the fresh produce business?
JV: As an apple grower member of the economic organisation, I have been a delegate for the French northern area since 1976. I have been involved in the marketing of French apples ever since. As I studied at business school before becoming a farmer, marketing has always been more than just a hobby for me and I have always been very interested in the growth of the French apple business.
Later, I became responsible for opening up new markets for French apples. I was also part of the Interfel marketing committee, when Interfel began to spend money to boost fresh produce consumption domestically.
What do you see as the biggest challenge facing the fresh produce industry?
JV: The fresh produce industry must use all the marketing tools at its disposal to present a better image to the consumer. This is not an easy job, despite the numerous advantages that fresh produce has over most foods.
A huge amount of money is spent in the food industry on promotions. Sellers of manufactured foods take advantage of one or two of their products’ assets to convince consumers to buy them. They do this through brands. They create new products, they change the packaging, they use various media to reach the consumer and they can see immediately if they have a good return on the money spent.
For us, it is very different. We have necessary, healthy, tasty products, with many different flavours, colours and shapes, but they are basic. So we are involved in long-term marketing activities to influence consumer behaviour and to keep people buying and eating our products.
Describe your typical day-to-day schedule?
JV: I am always short of time, but that is my choice! I manage my farm, where we grow apples and pears, but also wheat, potatoes, sugar beet and beans. I also manage my apples and pears cooperative. I am the chairman, but it is a small cooperative (6,000 tonnes) with no manager, so I have more to do than chairing the board of directors!
I am also the mayor of my small village, which entails holding meetings, making improvements to facilities and spending time spent with the inhabitants so that everyone lives together peacefully.
How much travelling is involved in your work?
JV: Travelling was a lot more frequent in the past when I was busy opening up new markets. I would regularly go to places like China, India and the Middle East, and when a country was opened up, French exporters would then have to do their job.
However, I am the French representative for WAPA (World Apple and Pear Association), for which I was the second chairman after John McCliskie of New Zealand. We have our annual meeting in Berlin during Fruit Logistica and another one every year at Prognosfruit.
What do you love in particular about your job?
JV: I am very happy working on consumer behaviour in order to try to boost consumption. Working on opening up new markets is particularly rewarding. You have to clear your mind of all your customs and be ready to fit in with your negotiating partner’s way of thinking. You do not talk to a Chinese person in the same way you would to a Saudi!
What do you do to unwind after a tough day at work?
JV: When I return home after a tough day, I normally still have a lot on my mind, so I tend to play cards, just like Général de Gaulle did. My wife sees immediately that I have had a tough day and is then extra-nice to me.
