"Our arboriculture sector is a community of players who share the same values. Yet, there is still a need for in-depth knowledge of the challenges facing each link in the chain," explains Guillaume Jarret, business developer at Star Fruits. In order to 'decompartmentalize' and create links between these different professions working for the same sector, Star Fruits has decided to initiate a process that will benefit the entire profession. Star Fruits posted short videos on the networks, which in turn shed light on each of the professions that make up the sector. "The idea was to find a format that would speak to everyone, through which we could interview growers, hybridizers, nurserymen, technicians, marketers, supermarkets, but also institutions such as the ANPP or Interfel, the French ministry of agriculture, as well as the other professions that gravitate around the sector, such as crop protection." According to Guillaume Jarret, this initiative makes all the more sense "at a time when our profession is at a crucial point in its history, given the difficulties our fruit-growing sector is experiencing in recruiting new generations and the fall in purchasing power which has been impacting consumption levels."
This approach also stems from a desire to add value to the arboricultural sector as a publisher. "We like to think that we have a role to play as the head of the network, which gives legitimacy to this initiative to promote complementary trades. After all, everything starts with the variety. The grower's income depends on the variety. A high-yielding, hardy and well-remunerated variety as in the Pink Lady® approach, or any variety that appeals to consumers and generates demand are a structuring factor for the sector."
The first video was posted on the Star Fruits Linkedin page, which has 2,000 subscribers. The series of videos kicked off with a tour of Laurent Rougerie's orchards, an apple grower in the Limousin region who is also president of the association of producers Pomme du Limousin and president of the Limdor cooperative. "This video features a producer talking passionately about his profession and the major challenges he faces. We also wanted these videos to have a societal angle. The idea is also to take this opportunity to give a voice to women, who are still under-represented in our profession. We have fine professions that need to be made attractive, and we are also trying to accomplish this with our initiative."
For more information:
Guillaume Jarret
Star Fruits
Mobile: +33(0)6 11 90 32 80
[email protected]