Pom'Evasion is starting the 2024/2025 season with high hopes for the historic local Ariane apple. According to Romain Chapelet, the company's sales director, the variety has a number of advantages, both in terms of production and marketing. "The Ariane is one of the first varieties to be launched on the market. It is also an apple with a great taste, which is why we call it 'Ariane Primeur'. In a market dominated by rather sweet varieties, the Ariane has a very good balance between sweetness and acidity. It is very popular with consumers and has a good reputation among specialized early marketers. The variety also keeps very well, which is an advantage for both clients and growers."
Romain Chapelet at Fruit Attraction
A resilient and productive variety
While the Ariane is popular with consumers, this two-tone apple has also won the heart of producers. "Technically speaking, it is a variety with a number of advantages. It is resistant to scab and interesting to grow. It is not very sensitive to rotations, and provides stable income for growers. Since agro-ecology is at the heart of orchard management for all of the Pom'Evasion producers, it is more resilient to climate hazards than other varieties. It can therefore easily be grown organically and has the capacity to meet the challenges of the future."
A regional variety
Known for its strong local roots, Pom'Evasion is particularly fond of this historic variety, which is grown in the orchards of its producers, "It is an apple developed by INRAE in Angers and grown in the Loire Valley. We are keen to promote the diversity of our region and defend its colours, which the Ariane is an integral part of. We have a real desire to reconnect consumers in western France with this regional apple by introducing them to its history and the way it is produced." Ariane producers are taking part in the international event "Le Mondial du Lion", which will be held from October 17th to 20th at Le Lion d'Angers, where the variety will be available to the public for free tasting.
Promotion spread over 4 highlights of the season
Ariane producers have put a lot of effort this year in order to help consumers rediscover this variety. "We are launching the season with a major advertising campaign for Ariane Primeur, aimed at highlighting its taste and quality. This will be followed in mid-November by our long-standing support (15th year) of the AFM Téléthon, with producers pledging to donate €0.10 [0.11 USD] per kilo of Ariane sold between November and January to this association, which was founded in Angers in 1958.
"Then, in order to support household purchasing power while meeting size constraints, Ariane producers have decided that they will offer certain references at an attractive price in January."
Finally, this 100% French variety will be showcased for a day at the Paris International Agricultural Show at the Ecoresponsible Orchards booth. "This really is an apple that deserves to be discovered and tasted. Its many assets make it a must-have in the fruit and vegetable aisle."
For more information:
Romain Chapelet
Pom'Evasion
[email protected]