Long live the Made in France apple!

29 September 2023

For the first time, I decided to take part on 31 August in the event organised every year by the ANPP to launch the 2023-2024 apple and pear campaign. This major event brought together nearly 200 decision-makers and players in the industry, from producers to distributors.

Why are you taking part? I’ve been at the helm of Lagache for 3 years now, and I’ve been struck by the apple. With supply outstripping demand, I felt there was a lack of dynamism, a kind of inertia. When that happens, I need to understand, so I go and meet the experts, and good for me!

I was blown away to discover the immense professionalism, energy and responsible commitment of the producers. They’re passionate about what they do, and they’ve managed to pass on their immense pride: their orchards now produce French apples that taste great and are available in large quantities. No secret: it doesn’t just happen!

I came back enthusiastic, not only aware and convinced that the industry is taking its destiny in its own hands, but above all determined to become a key ambassador for quality French apples – and so much the better if the quantity is there!

I took our sales team on board with a clear objective: to make a commitment to our customers to implement a strategy aimed at offering high-quality apples, while promoting production from eco-responsible or HVE orchards. What’s more, this is perfectly in line with what drives us every day: to be ambassadors for sustainable, responsible food happiness.

At Lagache, we’ll never look at apples in the same way again!

As for pears, which are in short supply compared with demand, I can’t wait to find out more at a forthcoming campaign launch!…