This programme has been organised by the Ministry and the Secretary of State and External Commerce of France.
More than 50% of the volume commercialised by the French firm is destined for exportation, where the firm is present in more than 31 countries in the whole world. It is worth highlighting, regarding the level of large exportation, that in the year 1993 Prim’land had already taken on the markets of Taiwan, Singapore and Hong Kong. The Oscar brand constitutes the first European kiwi fruit to be commercialised in Asia. Five years later, the French company moved forward to Brazil, The United States and Argentina. And, in 2006, it reached the markets of China and India.
Much nearer, as regards both time and distance, the exportations to the Spanish market are to be found, which started in 1987. At the beginning of the 80s, overseas sales were aimed only at Germany, the only European country which knew of this fruit.
Due to its nearness, Europe represented the largest buyer from the company Labatut during the 2010-2011 season, with a total amount of 6,768,842 kilos, followed by the Asian market which absorbed almost 3 million kilos. The Oceania markets bought 861,000 kilos, North America 219,690 kilos and Africa and South America accounted for purchases of 33,264 and 18,000 kilos respectively.
At present, there are 749.47 hectares in production, of which 82% correspond to the Hayward variety, followed by Summerkiwi, with 3,373, which represents 12%. With a lower volume we have Jintao, with 4%, Soreli and Arguta with 1%.
Prim’land was one of the pioneering companies in France in tending towards the Summerkiwi variety and began its project in 2003. The firm manages the licence for the plantation and commercialisation of this variety for its subsidiary Sofruileg. Today, the project has matured and has reached a figure of 1,280 tonnes harvested in 2011. The commercial success of Summerkiwi is based, among other aspects, on the fact that it is a product that reaches the market at the beginning of the campaign.
As an innovation, a project with the Nergi kiwi, a fruit the size of an olive, was started in 2005. The forecasts indicate that in 2012 there will be 40 hectares planted, which would double the 20 that there are at present. Moreover, at the moment a specific marketing plan is being managed for this kiwi fruit.
Careful with the environment
An important measure of the “Grenelle of the Environment” consists of informing the consumer about the environmental impact of the most consumed products. The final objective is to take the opportunity presented to the consumer to become aware of the environmental consequences of his/her purchase, as well as encouraging the companies to improve their produce, from the environmental point of view. In France a project is being carried out at national level which involves various kinds of firms, around 160 in total. Among them Pomona TerreAzul, in association with Prim’land has contributed its experience in kiwi fruits.
The environmental indicators have been chosen bearing in mind the life cycle of the products and their main impacts, as well as a multi-criteria approximation on the exhausting of resources and pollution of the air, water and soil.
For the food-related group which the kiwi fruit belongs to, 3 criteria have been taken into account: climate change, the water that is consumed and the affectation as regards biodiversity.
For each product, the main scenarios have been formed bearing in mind the origin, transport and way of production.
In partnership with Pomona TerrAzur, Prim’land has publicised the first results that have been studied for the kiwi fruit:
-Climatic change: 0.082 kg of CO2 (which is 32sg of conduction in the city).
-Impact on water: 5.1 litres or the equivalent of 12 seconds under the shower.
-Biodiversity: 0.112 m² of the urban area (which represents 2 A4 pages).
In comparison, with other fruits and vegetables the average is between 50 and 100g of CO2 for every 100 grammes of products (not including greenhouse produce, 400g of CO2) and 12 litres of water used on average. Fruit juice is at 150g of CO2 and milk-based desserts are at 300g of CO2.
The firm possesses four fruit and vegetable centres within French territory. The largest of them is situated in the locality of Lbatut, with a stock capacity that almost reaches 30,000m³. In Amou there are two main centres, one for kiwi fruit with a capacity of 2,000 tonnes and the other for apples with a capacity of 3,000 tonnes. Finally, Souprosse holds the smallest warehouse.