Giacomazzi took time out on his recent visit to talk to freshinfo about the season in-hand and the longer term prospects for French producers.

After a difficult period, Giacomazzi believes UK buyers' interest in French cherries has been re-awakened. 'In the past the perception was that despite excellent quality, our cherries were too small for the UK consumer,' he said. 'French producers and exporters suffered, but have responded positively to the challenge and specifically developed their offer for the UK customer.' Research and development has centred around production of a firm, consistently coloured fruit which performs well in transit and has a longer shelf-life. 'Taste is the number one priority if a variety is to be successful in the long-term,' said Giacomazzi. 'Next comes shelf-life, but at all times appearance and the quality of the packaging are integral to the process.' Resistance to rain is also high on the priority list. 'We need a skin that will really protect the fruit,' he said.

It can take up to 10 years to develop a new cherry variety to commercial levels, said Giacomazzi, but the French are looking at upwards of 650 varieties each year and are two years away from significant new additions, including bi-coloured types.

New strains of Summit and Belge, two sweet and firm varieties, are causing a lot of interest. Among the bi-coloured offer Rainier is producing consistently high quality, large fruit. 'Every new variety must add something to our offer,' Giacomazzi said. 'The last five years have seen some significant improvements in our industry. The quality of the crop has been enhanced and pruning techniques refined to optimise the de-selection process. We have less fruit, but it is better quality.' Focus on the UK market has been renewed and Giacomazzi believes producers in France should be keen to export to complement their business in the strong domestic cherry market. 'If producers are able to take on new varieties and position themselves to meet the demands of the export sector, they should do it,' he said. 'Quality is a given.' The 2003 crop was reduced to around 40,000 tonnes (60,000t in 2002), but damage was isolated and the surviving fruit has delivered. On average, cherries have attracted two euros more per kilo than last season and wastage has been cut down to the bare minimum. The campaign will finish in the next 10 days.

'Prices in the UK and elsewhere have reflected the shortage in the crop and also the fact that quality this year has been something else. It has been an exceptional year for anyone who escaped the frosts,' Giacomazzi concluded.

Topics