"If there ever was a season to succeed, this is it," explains Nicolas Paille, director of the Noirmoutier Cooperative. It is a particularly symbolic campaign as it coincides with the Cooperative's 80th anniversary. "Although we are still in the early stages, this 2025 campaign looks promising. We are delighted because we have a good Sirtéma offer this year. We were worried about getting a wet winter like last year, but the wind dried out the soil, so we were able to plant in good conditions. Our fields look good, and we have benefited from a favorable climate for potatoes. More potatoes are being grubbed up every day, so the volumes available are also higher. We expect to have a larger supply from now until the beginning of July, with production ultimately up by 10 to 15% (including the production on the Ré island). As for quality, this harvest promises to be a vintage one to match our 80th anniversary! Gustatively speaking, the product is excellent."
© La Noirmoutier
Sales pick up in the run-up to Easter
In terms of marketing, everything looks good as well. "Sales have picked up in the run-up to Easter, the most important time for the Noirmoutier potato. This is the time of year when retailers want Noirmoutier potatoes on their shelves, which is one of April's star products. There is a real interest in our products and we are delighted. The Sirtéma will be available until April 20-25th, followed by the Lady Christ'l until the end of June, and then the Maïwen variety."
© La Noirmoutier
A growing range of Red Label and ZPR products
Another special feature of this year's campaign is the wider range of Red Label and ZPR (Zero Pesticide Residue) products. "We already sell Red Label products, and from the beginning of May we will be extending the ZPR range to all our supermarket references. All the chains have responded, and we are expecting strong growth this year, with the hope of doubling ZPR sales."
© La Noirmoutier
A special place of honor for the Cooperative's 80th anniversary
To celebrate its 80th anniversary in style, the Noirmoutier Cooperative will be present for 4 days at Taste of Paris, one of the annual gatherings of Michelin-starred chefs in France. "The Lady Christ'l will be in the spotlight, cooked by two chefs from the Ré island, as well as Mathieu Pérou, starred chef at the Manoir de La Régate in Nantes. Recipe ideas will also be posted on social networks. The event will be highlighted by a series of advertising campaigns and a poster campaign in the Paris metro. For the occasion, we will also be enlisting the help of well-known influencer Whoogy, intending to attract a younger clientele."
For more information:
Nicolas Paille
Coop de Noirmoutier
Phone: +33 (0)2 51 35 76 76
npaille@coopnoirmoutier.com
www.lanoirmoutier.com