After two poor seasons, the volumes of French endives are finally higher this year. Pierre Varlet, director of the producers' association Endives de France (APEF), gives an update on the season.
"The roots have been showing their full potential since the beginning of December"
The 2024/2025 endive season looks more positive in terms of volumes. After a complicated 2023/2024 season, particularly in terms of grubbing-up, this year's production seems to have recovered. "The start of the season was similar to the two previous seasons, with fairly disappointing yields in the growing room that were not in line with normal yields. This resulted in smaller endives and a shortage of supply. But thanks to a good mobilisation of reserves in the field and chilling of the roots, they have been able to express their full potential since the beginning of December, with more normal yields," explains Pierre Varlet, director of APEF. This increase has had repercussions on prices, which have dropped. "We have gone from 60 to 80 kilos/tray on average, which has temporarily destabilized the market with a drop in endive prices. For the past month, prices have been more competitive."
French endives on the radio from January 9th to 19th
In order to support this return of a supply more in line with France's potential, endives will be presented on French radios Fun Radio, RTL2, M radio and at selected times on RTL, from January 9th to 19th. "The aim of this radio campaign is to put endives on the minds of our loyal consumers, and to recruit new ones, especially among the younger generation. January is the biggest consumption month, and a strong presence on the shelves combined with this radio campaign should remind consumers that endives are the healthiest vegetable at the start of the year, as they are ready to use and can be consumed in so many ways. Above all, endives are the 3rd most consumed fresh vegetable in France from October to April."
French endives will also be featured on TV screens
This radio campaign will also be accompanied by the promotion of French endives on TV screens. Laurent Mariotte, host of "Petits Plats en équilibre" on TF1, will be cooking a caesar salad of endives with blue cheese, during several broadcasts from January 20th to March 16th on TF1 and on the group's platforms. On "TOP CHEF: La Brigade Cachée", which is broadcast on M6, the endive will be part of a "compulsory test" sequence. In this episode, the emblematic TOP CHEF contestant, Jorick Dorignac, will be using endives as an "essential" part of his dish. The broadcast will be accompanied by a presentation on the specific characteristics of endives (program to be announced).
For more information:
Pierre Varlet (director)
APEF
2, rue des Fleurs
62000 Arras
Phone: +33(0)3 21 07 89 89
[email protected]