Brahim El Hasnaoui, Sales Director at Fleuron d'Anjou Cooperative, gives an update on the butternut, pumpkin, and spaghetti squash market.
Is Butternut Set to Dethrone Pumpkin?
Within its squash range, Fleuron d'Anjou features two flagship products: pumpkin and butternut (with 400,000 units sold annually for each), along with spaghetti squash (50,000 units annually). While pumpkin used to dominate the range, butternut has steadily risen to the top. The reason? Its flavor. "Butternut never disappoints, unlike pumpkin, which can vary greatly depending on the variety and the region," explains Brahim. Butternut's higher fat content gives it an edge over pumpkin, which has a larger internal cavity. The flesh of the butternut is also more appealing to consumers, as many recipes use the entire product.
"Challenging Weather Conditions from Planting to Harvest"
Fleuron d'Anjou's butternut squash hit the market in mid-August, "as soon as the first crops were ready because we aim to be present as soon as the autumn season begins." Size-wise, the harvest is quite uniform due to the lack of "extreme heat during the critical growth periods." However, Brahim remains cautious about overall volumes: "Everything will depend on how well the product holds up, as weather conditions have been complicated, from storms to heavy rains, impacting the durability of the crop. We're usually on the market until January, so we're working to dry the product properly and store it in optimal conditions to keep it fresh until then."
Strong sales and smaller sizes
Currently at the peak of the season, sales are dynamic, thanks to weekly promotions in supermarkets. "Demand is strong, and the products are selling steadily," says Brahim. The recent heatwave hasn't affected sales, as "at this time of year, consumers still turn to seasonal products, regardless of rising temperatures." La Semaine du Goût (Taste Week) - the 35th edition running from October 14-20, 2024, across France - is also giving sales a boost, with events in school cafeterias and restaurants promoting variety and innovation in our diets. Another sales driver will be Halloween, which should further increase demand. As for pricing, Brahim notes that "the market is fairly tight this year. Retailers are favoring smaller sizes to reduce costs and offer lower shelf prices."
Photo: © Fleuron d'Anjou
For more information:
Brahim El Hasnaoui
Fleuron d'Anjou
Tel: +33(0) 241 530 480
Fax: +33(0) 241 536 712
fleurondanjou.fr