First planted in 2000, the Juliet apple, produced organically and exclusively in France, has managed to position itself in the conventional apple segment. The variety has grown well, with approximately 700 hectares of orchards now planted. Vincent Lehallier, director of the Les Amis de Juliet association provides an update, as the new season gets underway.
The Juliet is produced in 4 production areas: Provence (its historical territory), the Rhône Valley, the southwest and the Centre-Val-de-Loire. Sold mainly on the French market (60%), Juliet apples are also present on the European market (10%*) and on the export market (30%**), thanks to its good shelf-life, which allows it to travel long distances.
** based on marketing data from the previous campaign
Higher volumes than last year
Currently produced by almost 190 growers, "the Juliet is entering a phase of stabilization this year, in terms of surface area (after 3 phases of planting from 2020 to 2022, with an increase of 100 hectares/year). For this season, "according to initial feedback from growers, which has yet to be confirmed, we should reach 20,000 tons," explains Vincent Lehallier. "Some 13,000 tons will be sold fresh, since 1 third is sold on the processing market." As for this year's production, "there have been no health problems with the first harvests so far. Colour, sugar content and sizes are satisfactory." The rare frosts and excess water in some basins have had no impact on the 2024/2025 production so far.
Towards a return to organic production?
The first station departures are scheduled for October 15th, and the outlook for the campaign looks pretty good, according to Vincent. "With the increase in volumes this year, we are indeed hoping for a certain dynamism in sales. The organic market seems to be picking up again, which is quite positive. Supermarket chains are maintaining their lines, so we still have prospects for growth."
New campaign = new visuals
The Juliet is getting a makeover this year. A new visual will gradually appear on the trays. "The visuals have been the same since the Juliet's inception, so we wanted to refocus the logo for greater visibility." During this new campaign, the Juliet variety will be present at various trade shows, including the Paris International Agricultural Show (Salon de l'Agriculture, in February-March 2025), accompanied by its producers.
For more information:
Vincent Lehallier (director)
Amis de Juliet®/Juliet Sarl
594 Porte du Quercy – 47500 Montayral
Phone: +33(0)5 53 75 14 53
Mobile: +33(0)6 09 31 17 86
[email protected]
www.pomme-juliet.bio