At the beginning of the 2023 asparagus season, Astrid Etèvenaux - director of the French Association of Asparagus Producers - gives an update on the harvest forecasts, the evolution of surface areas, consumption and the communication plan put in place to support the development of asparagus consumption in France.
©AOPn Asperges de France
A 5% increase in surface areas mainly due to the arrival of a new member within the association
With Lebourg’s new membership, a major asparagus producer in the Gironde basin who plans to harvest 300 tons this year on nearly 50 ha, the association of producers has increased its surface area by 5% for a total of 1,250 ha. A family business which the association is pleased to count among its 8 members spread over the southwest, southeast of France and the central Loire Valley region. According to Christophe Paillaugue, president of the French Association of Asparagus Producers (AOPn) Asperges de France, “the association is pleased to welcome the Lebourg family to its collective. Their arrival represents a precious support to reinforce the promotion of French asparagus. In the seasonal shopping baskets of 30% of the French, our production is characterized by a real potential for development because of its many assets.”
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2023 production predicted to reach 6,200 tons
With this increase in surface area, the 2023 production is predicted to reach 6,200 tons, which is 4% more than last year and 13% more than the actual tonnage obtained. “In 2022, we had to shorten the season because of the low consumption levels. The asparagus suffered from a lack of promotional actions in stores, with retail prices that were also too high at the height of the season compared to shipping prices that had dropped. These outrageous prices naturally slowed down consumption, which was already impacted by the competition from summer products due to the high spring temperatures. This situation led to a lack of rotation of the asparagus, whose appearance became fibrous and dry, putting yet another brake on sales. All of this is highly regrettable given last year's good production potential.”
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French production estimated at 25,000 tons
The French asparagus production is estimated at 25,000 tons, according to the official figures from Agreste for 2021, which is 25% more than the data communicated until now. “We recently learned that the asparagus was not among the crops which benefited from a specific census in 2020. This is unfortunate because the production is already very fragmented, with many small independent producers, so there is a real problem to accurately assess the production at the national level.”
The French green asparagus still needs to find its place on the French market
Green asparagus represents 6% of the association’s production predicted for 2023 (the southwest of France producing 82% of mainly white asparagus). With strong competition from imported products, French green asparagus have yet to make a place for themselves on the French market. “Green asparagus are more expensive to produce. They require more care since they grow outside. They are more prone to bad weather and pests, so they should be valued even more. But in terms of consumption and sales habits, we find many imported products on the shelves at much lower prices. There is a lot of communication work to be done when it comes to the marketing of French green asparagus in order to shake up the habits, especially since there is so much potential, and asparagus are also attracting more and more young consumers.”
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8% increase in organic asparagus predicted for 2023
Asparagus are not immune to the reality that has hit the organic sector. “Last year, more than 52% of our organic asparagus were eventually downgraded and sold as conventional.
This year, in terms of production, we expect an 8% increase in organic asparagus for 2023, compared to the 2022 predictions. This increase is due to the end of three years of conversion of a certain number of plots. Given the context, this figure will not increase in the coming years. It is even likely to decrease. This is really unfortunate for the producers who have been waiting three years to reap the fruit of their efforts.”
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Low consumption in 2022
Last year, all Kantar indicators dropped regarding asparagus consumption, except for the average shopping basket which increased very slightly, unlike the two previous years. “2020 and 2021 were great years in terms of consumption. Retailers really supported the sector by promoting the product and the French origin. We therefore exceeded the 30% of customer size, consumers which we unfortunately lost in 2022. We are now counting on the downstream actors to help us with this new campaign.”
A clear and precise message for an effective and impactful campaign
This year, the association wanted to set up an impactful communication plan to revive asparagus consumption. “The objective is to decompartmentalize the targets in order to reach a maximum number of consumers. We are working with a press agency to spread a key message, targeting the French origin, as well as transparency and authenticity. We want to work on education, image and visibility. Buying French asparagus must become self-evident for consumers. We want to increase consumption by inspiring new uses while getting rid of the prejudice according to which asparagus are difficult to cook. To do this, we develop new recipes every year to make the French want to cook asparagus.”
The association of producers will therefore rely on a unique and clear campaign centered around a spring theme. “The idea is to have the same red thread, consistency and harmony throughout the campaign. We want to celebrate spring, and not just Easter, with French asparagus. With catchy words such as ‘Savour the spring’, ‘Harvest the spring’ or ‘Taste the spring’, we will provide some figures about our production, as well as educational information. We have reorganized our website for better accessibility to recipes and data in general. We are also going to broadcast short gourmet videos on 6 themes such as asparagus and macaroni gratin for kids, healthy recipes, asparagus as aperitif or how to preserve asparagus for consumption outside of the season. Finally, we will also organize contests to try to win nice Asperges de France goodies such as picnic cloths, wooden boards, lunch boxes or a beautiful book combining recipes and testimonials from producers.
©AOPn Asperges de France
Paris International Agricultural Show 2023
Asperges de France will also be present at the 2023 Paris International Agricultural Show, at the Interfel booth on the afternoon of the 28th of February. “We don't want to lose an opportunity to promote French asparagus to the consumer. A chef will be present to propose different dishes made with freshly-picked asparagus.”
For more information:
Astrid Etèvenaux
AOP Nationale Asperges de France
[email protected]
www.asperges-de-france.fr