French cherry producers are to undergo restructuring in a bid to compete against cheaper Turkish imports.
Industry representative Jean Pierre Giacomazzi said key to the move was the switch to smaller-sized trees to reduce picking costs.
France has the highest level of costs in Europe, double that of Turkey, he confirmed.
It is also placing its faith in new bold dark varieties such as the US bred Summit and its own contribution Garnett.
Overall production this year, as with other stone fruit, is far larger than 2003, when crops were hit by weather damage. Giacommazi said the latest
estimate showed a 29% rise in cherry production to 52,300 tonnes which would mean the UK will receive more fruit.
The news came at the launch of the French Summerfruit campaign which also embraces
apricots, peaches, nectarines, melons and summer pears.
Summerfruits committee chairman Daniel Obadia said: “The market is in sharp contrast to last year, although the season is running about a fortnight late. There are 32% more apricots, and peaches and nectarines are 18% higher.”
Summer pears, where the season starts in mid-July, are yet to be assessed, although Michel Fabre, president of the pear committee, estimated Guyots would reach 55,000 tonnes and Williams 80,000 tonnes.
He said the industry had resurged since the 80s although it was now under pressure from Portugese pear production.
Promotions will be a focus with an increased spend on the French Summerfruit campaign.
Radio will feature with on-air campaigns and younger women will be targeted with offers and competitions in consumer press and fitness magazines.
David Shapley
Industry representative Jean Pierre Giacomazzi said key to the move was the switch to smaller-sized trees to reduce picking costs.
France has the highest level of costs in Europe, double that of Turkey, he confirmed.
It is also placing its faith in new bold dark varieties such as the US bred Summit and its own contribution Garnett.
Overall production this year, as with other stone fruit, is far larger than 2003, when crops were hit by weather damage. Giacommazi said the latest
estimate showed a 29% rise in cherry production to 52,300 tonnes which would mean the UK will receive more fruit.
The news came at the launch of the French Summerfruit campaign which also embraces
apricots, peaches, nectarines, melons and summer pears.
Summerfruits committee chairman Daniel Obadia said: “The market is in sharp contrast to last year, although the season is running about a fortnight late. There are 32% more apricots, and peaches and nectarines are 18% higher.”
Summer pears, where the season starts in mid-July, are yet to be assessed, although Michel Fabre, president of the pear committee, estimated Guyots would reach 55,000 tonnes and Williams 80,000 tonnes.
He said the industry had resurged since the 80s although it was now under pressure from Portugese pear production.
Promotions will be a focus with an increased spend on the French Summerfruit campaign.
Radio will feature with on-air campaigns and younger women will be targeted with offers and competitions in consumer press and fitness magazines.
David Shapley
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