As the fifth season of Lovita® plums approaches, growers are set to harvest 800 tonnes of heart-shaped, red-fleshed plums from the Occitanie and Provence regions of France. These will be available on shelves starting September 2. While this year's yield is slightly lower than last year's, the Lovita® plums are expected to be of exceptional value. "Last season, we produced 1,000 tonnes in France, but with smaller fruit. This year, although spring's wet weather has reduced volumes, the plums are much larger, which should enhance their appeal and price," says Monika Kujundzic, Communications Manager at French Fruit Lovers.
Photo: © French Fruit Lovers
Additional orchards are also coming into production this year. "One of the strengths of this variety is its quick transition to full production. Growers who planted two years ago are already seeing substantial harvests, so we're making significant strides in terms of volume," Kujundzic adds.
A new partner for French Lovita plums
This year's campaign also sees new developments at the European level, including a significant Spanish harvest of 300 tonnes—the first major yield for Fruites Font in Lérida province. Additionally, Lovita® welcomes a new partner in France: Coccolo, an approved distributor based in Cavaillon, Provence. Coccolo, which specializes in apples, pears, and apricots across nearly 370 hectares, began planting Lovita® in 2021. "After extensive trials in our orchards, we recognized the agronomic and taste potential of the Lovita® variety. With our advanced storage and packaging facilities, we are well-equipped to meet Lovita®'s demanding standards. We're proud to join the Lovita® network and strongly believe in its growth potential," says Franck Coccolo, manager of Coccolo. Lovita® now has five partners in France (Apifood, Boyer SAS, Vergers Cancel, Coccolo, and Le Vieux Pointet), one in Spain (Fruites Font), and one in Portugal (E. Timóteo). 
© French Fruit Lovers.
Upcoming events and trade fairs
In preparation for the new season, the Lovita® team is ramping up its back-to-school marketing efforts, with a series of events planned at the local level, especially for young athletes, as well as promotions in wholesale markets and supermarkets. The team will also run social media competitions and continue to engage with chefs and pastry artists seeking premium ingredients. Lovita® will showcase its plums at the Fruit Attraction trade fair from October 8-10 in Madrid, at stand 6C05B, Pavilion P06.
About Lovita
Lovita® is a heart-shaped plum with vibrant red flesh. Juicy and exceptionally sweet—boasting a Brix level between 17% and 22%—it maintains its taste and aesthetic appeal throughout the storage period from September to December. Lovita® is a variety selected by French Fruit Lovers, a fruit variety publisher based in Moissac, France, and founded by growers Sébastien Rispe and Benoît Escande, along with Sébastien Guy, who specializes in commercial fruit development. Lovita® is a variety bred by Ben Dor.
For more information:
Monika Kujundzic
French Fruit Lovers
2788 route de la Mégère
82200 Moissac - France
Tel: +33 (0)5 63 04 01 06
Cell: +33 (0) 6 62 02 77 15
[email protected]
www.lovita-plum.com