The 2003 forecasts from Prognosfruit anticipate a strong performance for this year's French apple crop despite a slight decrease on last year. A total of 1.918 million tonnes are predicted this season, compared to 1.966mt in 2002. The UK market remains a key export destination for top quality varieties.
Within the vast French apple portfolio itself varietal performance is decidedly mixed. Golden Delicious is expected to decline from last year's 790,000t to 743,000t while volumes of Granny Smith should rise to 208,000t, compared to the 200,000t. Gala will reach 326,000t compared to 307,000t and Braeburn is also on the up with 173,000t compared to 167,000t.
Idared, on the other hand is in decline with 18,000t compared with 28,000t in 2002, as is club variety Pink Lady, which recorded a dramatic ascent in 2002 but is now expected to show a small decline from 55,000t to 53,000t. Despite the decrease in coloured varieties such as Red Delicious, (down from 125,000t to 107,000t) it is fair to say that overall, the outlook for French apples is rosy. The market for varieties such as Pink Lady is growing, says president of the French Apples Marketing Committee, Jacques Vanoye, while demand for Cameo is also on the up. “Cameo is very big in Europe and in the US but like Pink Lady, it is a club apple which has to be marketed through the organisation,” he says. “Undoubtedly this represents a good opportunity for producers in the sense that they can achieve better returns, but you can't have all apple production in club varieties, and so the challenge, at present, is to work on increasing consumption.”
This should not be an unduly difficult task. Having started in the UK and Ireland, the exploits of Le Crunch Crew are well known across these shores, and despite transmitting their message across the world, Le Crunch's activities remain firmly focused on the UK. “Our first, leading market is the UK and we want it to stay that way,” says Vanoye. “We know the requirements of the market and we know how to fit in with it.
“This year the quality [of French apples] is extremely good with good colour and normal sized fruit which matches the needs of the British market. Gala, in particular should be wonderful at the beginning of the season, and store well.”
While Le Crunch Crew are doing their bit for French apples up and down the country, increasing the consumption of apples, is not, says Vanoye, a straightforward task, and there is mounting competition from other products and brands. “Apples are a very basic product and not a well-known brand and this makes marketing very difficult,” says Vanoye, “although French apples could have a very positive future. Consumers are increasingly conscious that they don't eat enough fruit and vegetables. France, Italy, the UK and the US all have 5-a-day (and more) initiatives and the fact that apples are easy to eat and convenient, also helps consumption. For the future though, we need to target younger audiences and build up a strong consumer base.”
Apples with a strong, fun, image such as Pink Lady could well fit the bill in terms of appealing to younger consumers, and its increasing importance to French apple production is further highlighted by the gradual demise of other varieties. “Golden Delicious is very important particularly in terms of export,” says Vanoye, “but production is gradually decreasing. In 1995 production reached one million tonnes but this year's expectation is for 743,000t. Over the years the variety has experienced a slow but steady decline.”
It seems there are few areas in Europe that have remained immune to temperature extremities this year ñ be it too hot or too cold and France, in particular, has suffered the affects of both frost and prolonged spells of high temperatures. This has resulted in vast differences in production according to region. Andrea Alexander, technical manager for top fruit at Eurodix, explains: “The hot weather has affected the colouration in the Gala group in the South East of France. Estimates suggest that the crop is up 10 per cent on last year. Size will vary across the orchards but the main concern will be a lack of colour.”
The Golden group in the south east region is reported to have excellent quality, although some blemishes have been reported due to heavy winds at the end of July. Average sizes are expected to be 70-80mm. Meanwhile there is a slight increase in Braeburn due to new planting. “The south east is not a big area for Braeburn,” Alexander continues, “although the reports so far suggest good quality but it is too early to report on colour. Size is expected to average 70-80mm.”
In the south west of France, the colouration of Gala is expected to be good with predominant sizes of 70-75mm. Crops are limited of the Golden group, with the exception of the Limousin area, and good volumes of Braeburn are anticipated, with new orchards coming into production.
In the Loire Valley the Gala crop is 10 to 15 per cent up on last year although sizes in this region will vary across orchards. Andre Pavin, managing director of Loire Export, says: “The action of chemical thinning has not been very efficient and producers who have not done a manual thinning will have a lot of small fruit but the quality and colour look good so far.”
The Golden group in the Loire will be slightly less than last year, mainly due to the Bourges area being affected by frost in April and some hail damage. “The rest of the Loire will have more Golden than last year and quality reports are looking excellent so far,” says Pavin. “Granny Smith suffered the worst of the spring frosts and so volume will be less than last year with some frost ring, while sizes are expected to be between 70-80mm in the main.
“The Loire Braeburn crop is expected to be similar to last year,” Pavin continues, and despite suffering from frost during blossom time, so far quality looks good. “As it stands at the moment the full range of sizes look to be available.”
Overall, the warm weather has afforded a high sugar content with good quality produce, and although a dearth of smaller sizes is anticipated, this should pose no problems for the UK which can be a demanding market in terms of quality. Export director at Blue Whale Sylvain Brard explains: “Suppliers have to be committed in terms of volumes and consistent supply. For the UK market you have to be reactive ñ we now deliver to the UK three to four times a week because you have to be able to respond to that demand.”
The UK may be the main market for top quality varieties but French apples find themselves at a variety of locations. “We export to 35 different countries,” says Brard, “and each country has a distinct preference. The UK takes our biggest share of Gala, Granny Smith's are popular in Russia and red apples are preferred by markets such as Saudia Arabia.”
Far Eastern markets are certainly worth pursuing. “It is these markets that have a big population but small consumption, so there is a lot of potential for growth,” says Vanoye, “and it's a market that has changed radically in the short time we have sent supplies. Ten years ago Gala was not well known in Far Eastern markets but now it represents 70 per cent of exports.”
As if keeping up with consumer trends wasn't time consuming enough, exchange rates can also complicate the export equation. “In Asia and the Middle East we deal in dollars,” Vanoye continues, “so if we compare the dollar to the euro the rate is continually changing. This year there has been a 25 per cent difference,” he says “but we can't push the prices higher, the market wouldn't accept the difference.”
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