The weather, as we all know, is operating in extremes this year. Europe may be sweltering in record temperatures now, prompting widespread discussion on climate change, and specifically, crop futures. But earlier this year in France, frost decimated the apricot crop, reduced volumes of peaches and nectarines and also affected cherries.
The true extent of the damage has now been confirmed. Peach and nectarine volumes reached 350,000 tonnes ñ a fall of 22 per cent on last year. The cherry harvest was reduced to 40,000t compared to 60,000t in 2002, while apricots undoubtedly fared worst, with a 38 per cent fall on last year's figures at production levels of 104,000t.
60 per cent of the apricot harvest was lost in the Rhône Alpes region says Mr Martinot from the French Apricot Committee, in what turned out to be the worst frost since 1975. In just one night at the beginning of April temperatures plummeted to ñ10°C, and because the fruit was still in the early stages of development, much of the crop was damaged. “What was saved,” Martinot continues, “only survived because of heating equipment.”
Peaches and nectarines have also been feeling the chill. Frost near Valence in the Rhône Alpes region, which, with Languedoc-Roussillon, is one of the main production regions, destroyed 60 per cent of the production ñ around 80,000t.
And such volume reduction across the French summer fruit range has left little scope for export expansion. “July is normally a very good month for export programmes,” says Pierre Avy, packhouse manager at Les Vergers de La Courtoise. “But because of the frost in the Rhône a whole crop of peaches and nectarines has been lost. Most of what remains has gone to the local market ñ the demand is there and the prices we get are very good. Even if more product was available, the cost of exporting, particularly to the UK, can be very expensive. In that case, why would we export for less?”
Certainly a buoyant and expansive home market for French product is guaranteed, but, says Marion Gonard of the Bassin Rhône Méditerranée (BRM), it is vital that growers explore the potential for product overseas, and that French produce becomes a well-recognised commodity synonymous with good quality.
This is where the BRM steps in. Created in 1998, the organisation is managed by its member producers and exists to strengthen the economic organisation of producers by developing new produce organisations and provide assistance as such organisations develop in the marketplace. “BRM works to pay for promotions for French produce and this is increasingly important because the money from the government reduces every year,” says Gonard. “This is problematic because promotional efforts are increasingly necessary in the international marketplace. Exporting to the UK can be difficult because of high costs and France is also continually in competition with countries such as Spain and Italy whose production costs are far lower.”
In terms of promotions the Sunshine Fruits from France campaign, administered in the UK by Sopexa, should go a long way to increasing the public's awareness of French summer fruits. Running for the fifth year the campaign includes a national radio campaign “feeling fruity” which ran throughout July and featured competitions, and interviews with nutritionist Fiona Hunter who highlighted the benefits of eating more summer fruits.
For the first time, Sunshine Fruits from France reader offers have been published in women's and fitness magazines and a programme of in-store promotions has been organised throughout the summer months to promote apricots, plums and pears. This is supported by recipe cards and leaflets for consumers. In-store promotions for peaches and nectarines are currently taking place in selected Tesco stores and will run throughout August.
If previous bad weather has decimated crops in some production areas, fortunately the current warm spell is working in growers' favour, and so it's been a happier story for pears.
At Michel Fabre's property in Sénas, pear varieties Guyot and Williams are produced of which the majority, 85 per cent, is sold on the home market under the label Désir de Fruits. This year's harvest seems to be feeling the effects of the prolonged heat. Fabre says: “Usually we have hot weather only at the beginning of August, but the weather has been hot for the last two months now and because of the heat the fruit hasn't reached the larger sizes we would hope for. The sugar and the appearance of the fruit are good, but the size will definitely be affected.”
Grapes too, have been encouraged by the onset of good weather. Says René Reynard, president of the French Grapes Committee: “The hotter than usual weather has meant that the harvest has been ready for about two weeks earlier than usual.” With 800 hectares devoted to table grapes, Reynard's own production areas include around 20 per cent of protected production ñ helping to protect from hail and frost and also ensuring that there is no direct sunburn on the leaves. With 80 per cent black grapes and 20 per cent white, Reynard runs a thriving export business to Belgium and Switzerland and is hoping to expand into the UK.
French producers have had their work cut out for them this season coping with temperamental weather, but it is also vital that they continue to work together to promote French produce and to increase their market share.
As is usually the case, strength seems to come in numbers and not only is the BRM committed to the representation and unification of professional producer organisations, it also works with the private association Interfel which works to both improve the supply of fruit and vegetables and to contribute to the management and development of home and overseas markets and also to reinforce food safety through traceability for the interests of users and consumers.
To give producers marketing ability and access to markets is only part of the battle, gaining a competition edge is just as vital. “In Denmark in recent years, France has lost market share to Spain owing to the strength of Spanish advertising,” says Gonard. “Producers must promote the quality and unique characteristics of different varieties that will set French produce apart.”
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