Demain la Terre continues to grow

This year, Demain la Terre was present at Fruit Attraction with new members and a bigger booth. It was also an opportunity for the association to “reaffirm its commitments and unveil its future projects,” further “setting the standard for social and environmental progress.”

© Demain la Terre

Two new members: Demain la Terre stronger and more diverse
This year, Demain la Terre has welcomed two new members, and the association wanted to announce this at Fruit Attraction. La Melba, a cooperative of peach, apricot, nectarine and almond producers, and Vergers d'Armorique, a producer of pears, apples and fruit juices have joined the list of 22 members. For Demain la Terre, which has seen “a strong growth in members over the last 6 years, the arrival of these two new structures enables the association to consolidate its position and diversify its products.” Demain la Terre wants to “drive the sector forward,” by recruiting structures that are “first and foremost producers.” As Geoffroy Cormorèche, president of the association, points out, "the approach of Demain la Terre is made by producers for producers.” And joining the association enables the two new members to “formalize the efforts they have been making for several years, make progress and enhance the value of their products.”

Sylvain Meneust, manager of Vergers d'Armorique, Geoffroy Cormoreche and Arnaud Le Gualès, president and director of Demain la Terre respectively, and Jean-Pierre Bails, president of La Melba / © FreshPlaza

“The second-largest delegation in the French pavilion”
For the 15th edition of Fruit Attraction, Demain la Terre went all out, with a larger booth (208m² vs. 160m² in 2022) and “the second largest delegation in the French pavilion.” 19 members exhibited under the Demain la Terre logo, some at the main booth (the new collective space designed especially for the event), others at their own booth nearby, as a way to “gain visibility” and communicate with a single voice to “reaffirm their dynamism, commitments and ambitions, and to update the sector.”

Demain la Terre “enjoys a positive image with distributors”
At Fruit Attraction, Demain la Terre also unveiled the findings of an OpinionWay survey carried out this summer among distribution networks (supermarkets, wholesalers and retailers) on their vision of labels in order to identify expectations. In the current economic context, sustainability and good practices are not priorities for consumers or retailers, but Demain la Terre’s approach “nevertheless enjoys a positive image among distribution networks.” It is an approach in which “producers are involved in the process.” It is therefore perceived as “reassuring” and brings greater “credibility”. Additionally, the steady increase in membership provides a “guarantee of volumes and diversity of fruit and vegetables.” And finally, the “seniority” of Demain la Terre (20 years in 2024) and its “global approach that covers all CSR dimensions” also contribute to this positive image.