"For us at Fleuron d'Anjou, the arrival of asparagus and radishes marks the beginning of spring," explains Brahim El Hasnaoui, sales manager of the company.
© Fleuron d'Anjou White asparagus: Almost 3 weeks later than last year
This year, the cold and rainy weather has delayed the season, both in terms of ridging and picking. In 2024, the first asparagus shoots appeared on March 1st, whereas this year, they arrived on March 21st. "Despite protective techniques (tarps and greenhouses), this year's colder winter delayed the campaign by almost 3 weeks." While some people are concerned about this delay, Brahim El Hasnaoui does not find it unusual at all. "We tend to forget it, but it is actually the previous campaigns that were abnormally early. This year's colder temperatures are finally much more consistent for our region."
© Fleuron d'Anjou As usual, it is the Easter weekend that should set the pace for the season, but with a major difference this year. "Last year, Easter fell on April 1st, which put a lot of pressure on the product to be present and in volume. This year, Easter falls on April 20th, so we are a lot calmer." Another highlight of the campaign is Pentecost. "Once again this year, the calendar is well positioned, as it will fall on June 8th, compared to May 19th last year." In terms of marketing, everything looks good. "Supermarkets are helping us by favoring the French origin, so there is less competition from imports. In-store promotions have been scheduled, and some have already started."
Consumed almost exclusively during the Easter season, "white asparagus still suffers from an overly gastronomic image reserved for a privileged audience (aged 45 and over) and therefore unsuitable for everyday use. Younger generations tend to prefer green asparagus because they are easier to use." While striving to democratize its flagship product, Fleuron d'Anjou is also banking on the growing green asparagus range: 150 tons will be sold this year, compared with 100 tons last year. White asparagus volumes remain stable. "We are still working on developing the cultivation area for white asparagus, but for the time being, the tonnage remains the same."
© Fleuron d'Anjou
Bagged radishes on the shelves
© Fleuron d'Anjou
Another of Fleuron d'Anjou's flagship products is the bundled radish, which has already arrived on the shelves. "Large volumes have been available for about ten days now." Although the current cloudy weather "is not encouraging raw vegetable consumption, the season should be good, as sunnier forecast is announced for the coming days." While raw vegetables are best enjoyed in the summer, radishes are a true spring product. "Sales drop off during the summer period because of the arrival of summer products and also because the foliage does not hold well in the heat. Alongside the traditional radish bundles, the cooperative expanded its range a few years ago with the 0.99 euro [1.07 USD] bagged radish. "We offer two versions: the pink radish and the red radish, which is sweeter and less pungent." This product is becoming increasingly popular, both for its price and its format. "The bags are making headway on the shelves, because small portions of raw vegetables at less than 1 euro (1.08 USD), available all year round, remain a very attractive product for consumers."
© Fleuron d'Anjou
For more information:
Brahim El Hasnaoui
Fleuron d'Anjou
Phone: +33(0) 241 530 480
Fax: +33(0) 241 536 712
fleurondanjou.fr