Once again this year, Select Fruit - Pom'Evasion's export subsidiary - will be exhibiting alongside Cofruid'Oc at Fruit Attraction in Madrid. This co-exhibition testifies to a fruitful partnership between two companies that have decided to pool their skills and complement each other on a regional level. "We have a lot of synergy with Cofruid'Oc, so it is only natural that we should be exhibiting together again for this 2025 edition."
Cofruid'Oc is our marketer for the Pink Lady® variety, which was the reason for our first collaboration. Our two companies operate in different production areas, which means we can grow complementary varieties. For example, we produce Jazz®, the Cofruid'Oc of Story Inored, sold under the Legend® brand. Our "Tasty and Select" alliance enables us to offer a very wide range of varieties for both conventional and organic production. We can meet all of our clients' expectations," explains Delphine Robin, export manager at Select Fruit.
© Select Fruit
Fruit Attraction: a great opportunity to meet producers from the alliance
For those involved in the apple sector, the Fruit Attraction trade fair fits into an ideal calendar. "The event takes place at a key moment, corresponding to the start of the campaign. It is an opportunity for us to meet our clients, but also for our growers to come and talk to visitors. This is one of our strengths. We are very close to our producers, who are very involved in the company. In a way, we feed ourselves daily, which is why their presence at the event is so obvious. They really enjoy coming, because Fruit Attraction is an opportunity for them to come and talk about their harvests, their practices, the agro-ecological approach to which they are strongly committed, and the problems they encounter in the field."
Conquering the export market and Northern Europe
While Select Fruit's preferred market has always been the UK, the company has begun to explore new markets in recent years. "Our number 1 market is still the UK, of course. It is a market where we have acquired real know-how over 30 years of experience. There is a strong complementarity with the French market, and we have the capacity to pack at source according to our clients' needs, while respecting their very high quality requirements. Over the past few years, we have begun to diversify, targeting Northern Europe and major export markets. So Fruit Attraction will also be an opportunity for us to meet prospects and new clients from Latin America and Asia."
© Select Fruit
Diversification into conventional pear exports
In addition to this desire to extend its activities to other, more distant markets, Select Fruit is also beginning to diversify into pears. "We already produced organic pears for the French market. This year, we are launching our first production of conventional pears, with the Xénia® and Angys® varieties. We aim to develop real expertise in pears for export by refining and packing them in our stations, as we do with apples. Our pear producers will also be present at Fruit Attraction, so it is a great opportunity to come and meet us to discuss future developments."
For more information:
Delphine Robin
Select Fruit
[email protected]