Volumes, market, segmentation and French production. Maxime Gil, managing director of Vergers Cancel, takes stock of the 2023 campaign.
Dynamic market at the start of the campaign
Compared to last year’s sluggish market, the French kiwi campaign looks more promising this year. “During the previous season, we observed a lack of dynamism, especially in the first 3 months of the year, when consumption is usually high. For the moment, all the market indicators are green. We will have the volumes and quality to supply all markets. We now hope that this momentum will last throughout the campaign,” explains Maxime Gil.
Green kiwi / © Vergers Cancel
Volumes on target
Harvested since the 6th of November, the campaign of Hayward green kiwis started a week late “because there were fewer cool nights, which encouraged sugar build-up.” In terms of volume, as announced by the BIK at the end of September 2023, the 2023/24 season should see volumes identical to those of 2022:” 45,000 tons, including 40,000 tons of Hayward kiwis. According to Maxime Gil, these volumes means that the French demand should be met.”
© Vergers Cancel
The range of Vergers Cancel includes green, yellow and red kiwis, both conventional and organic, as well as Red Label kiwis / © Vergers Cancel
Maintain planting momentum to become self-sufficient
These are relatively good volumes for French production, but they are still insufficient for consumption. “We do not produce enough kiwis in France to be self-sufficient. Ideally, the French campaign should last until the end of May without having to resort to imports.” With this in mind, Vergers Cancel has been planting over the past 5 years. “French orchards need to continue along this path if we want to maintain our autonomy and food sovereignty.”
Red kiwi crates and boxes / © Vergers Cancel
Continued communication around red kiwis
Yellow kiwis have already made their commercial breakthrough, but red kiwis are still relatively unknown to consumers, despite a few television ads. “Young orchards have recently been planted, so production should increase steadily over the next 10 years. Our challenge today is to raise awareness about this product, which has enormous taste potential.” While the European Kiwi Passion club, in charge of the variety, regularly carries out communication campaigns at the European level, “it is at the French level that we need to be active. Every year, we take part in trade fairs to meet consumers and let them taste our red kiwis, which is always a hit.”
Red kiwi tray / © Vergers Cancel
For more information:
Maxime Gil
Vergers Cancel
1 rue de l'Occitanie, ZI de Barrès 3
82100 Castelsarrasin
Phone: +33 (0)5 63 04 82 13
vergers-cancel.fr