“There is a shortage of raspberries”

Fruits Rouges & Co started its raspberry campaign with local growers twenty days ago. The French raspberry campaign was highly anticipated, as this little red fruit has now become part of the eating habits of the French. "As a marketer specialized in red fruits, our vocation is to popularize raspberry consumption and democratize its presence on the shelves. We have worked hard to achieve this in recent years, and today, raspberries can be enjoyed all year round. As with other references, when the French production arrives on the market, consumers want to buy the French products," explains Stéphane Decourcelle, head of the fresh fruit branch at Fruits Rouges & Co.

Slow start to the season
Despite clear consumer expectations, the start of the season has been difficult. "In my 30 years in the business, I have rarely experienced such a slow start to the season in northern France. This very slow start is due to an overabundance of Spanish and Moroccan products on the market, and the recent hot spell in production that has put the brakes on the raspberry crop. Temperatures have also been unseasonably low, hampering fruit development. As a result, supply is currently rather limited, which may have an impact on the volume commitments we have made to our clients. We are therefore suffering from a volume deficit, which could lead to a lack of products as the 14th of July holiday approaches."

Stable French production
Producing sufficient quantities of raspberries to supply the French market is a major challenge that Fruits Rouges & Co strives to meet every year. "In France, production does not meet the market demand. In the past, prices were not sufficiently remunerative in relation to the financial and other efforts made by growers. Another factor limiting the development of production is labor. Raspberries are very labor-intensive, accounting for 70% of their cost. This puts French raspberries at a disadvantage compared to their Portuguese, Spanish and Moroccan counterparts, where labor costs are much lower. As a result, there has been little change in planting areas, but we work hard and manage to maintain a level of remuneration to the grower every year. At the start of the season, we are pleased with the prices, which are quite remunerative for our producers."