It is the summer, and nothing really changes in the French produce industry.
Once again, imports are in the firing line from local producers. Once again, retailers will almost certainly have to face the anger of producers.
The latest outing of interprofessional association Interfel’s Fraich’Attitude Week ended with another record amount of activities taking place throughout the country. Although the ministry of agriculture, a long-established sponsor, was quite modest in its support this year - maybe the intense political agenda diverted its attention - dozens of retailers, schools, and citizens embraced the concept of promoting fresh produce to their clients or peers. This is definitely a refreshing thought.
Nevertheless, the summer promises to be hot and not that refreshing. Representatives of the industry have decided not to put all their eggs in one basket. All the different elements of the industry recently met and took some decisions. Some are recognisable for the trade as they have been around a long time: continuing to promote and advertise fresh fruit and vegetables, with more money allocated to direct activities to help promote summer fruits, and better anticipation of the negotiations on the cards between the production and retail industries.
One decision taken is new to the trade - to think about the way to promote fruit and vegetables of French origin. At last! I have always been puzzled why this point has not been made before, while the UK industry has developed the buy British concept to the point where even French apple exporters know to lower their volumes to the UK when English apples hit the shelves.
Let’s hope this decision among the industry will deliver something coherent and steady that might help French producers, without hurting fruit and vegetable imports. This, too, is a refreshing thought.
