Orangered Star has been registered as a brand as overuse of the commercial name for the technically challenging Bhart variety – Orangered – has weakened its market standing.

Eight different organisations in the key growing areas of Gard, Drôme and Bouches du Rhône in the Rhône-Mediterranean Basin have linked up with research station Serfel to form Star Fruits. The body has developed its own strict protocols to ensure that fruit grown for the label is picked and packed at the right time and grown to the most stringent technical standards.

'The aim is to restore rightful value to a variety that has lost some of its standing among consumers,' said Star Fruits Renaud Pierson in a statement. 'This is because of the mixed quality of products offered by the market as a result of a failure to manage effectively the fruit's natural strengths, and other varieties being marketed as Orangered.' Star Fruits has embarked on an information campaign this season to inform the trade of its developments with a view to attracting shoppers to it.

Orangered is one of the five leading varieties grown in France and is an early variety available as early as June in growing areas around Avignon. It has a red blush, strong aroma and rich, juicy orange flesh. It accounts for 25-40 per cent of total French apricot production, depending on the year.

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