"After a decade, we can say that the Metis® project has been a success," says Metis Marketing Director Olivier Lefebvre. "It's probably the biggest gamble ever in the European stone fruit sector and has succeeded in revolutionizing the plum segment by providing flavor, volumes, consistency and outstanding value added to consumers."
"Year after year, the project has been backed by a growing number of European retail chains, which have been relying on this product to provide consumers with new sensory experiences. Today, it is present in all European markets under more than 60 brands[MG1] , as well as in the Asian market, where the fruit is particularly popular," says Olivier.
The project, backed by some of Europe's leading stone fruit producers, like Blue Whale in France, Gran Frutta [MG2] Zani and Minguzzi in Italy and Royal in Spain, has resorted to varietal innovation to try giving consumers a breath of fresh air and a unique flavor.
"Metis® is an interspecific that blends the best of plums with a hint of apricot and is the result of a complex research and development program carried out by BQ Genetics, of the Bradford family, in California, which continues to work together with the European group to further develop new varieties and families. It has been a team effort between the hybridizer, editor, growers, marketers and the retail sector itself, which have collaborated to promote the product and turn it into a consumer favorite. A long road that has led to a turning point in the plum market, and with many surprises still to come," explains the marketing manager.
"Metis stands out from the competition in a more premium segment"
The current campaign, marked by the 10th anniversary, is proving very satisfactory in terms of quality and volume, according to Olivier, who expects this season's production to reach 6,000 tons. "The good weather has allowed us to obtain a great product, which has strengthened our position with retailers and consumers. Metis stands out from the competition in a more premium segment. We expect to close the season with good results," says Lefebvre.
When it comes to promotions, the brand's focus is on online marketing, with numerous influencers from different countries addressing the fruit's qualities and showing its versatility in the kitchen. They have also worked on marketing programs in the retail and taken part in a road show in which Italian consumers were given the opportunity to taste the product.
For more information: www.metis-fruits.com