Lovita®, the heart-shaped red-fleshed plum, entered its 6th marketing season on September 1st, 2025, with particularly favorable market conditions. Positioned in the late market, Lovita benefits from an ideal window of opportunity this year, as production in other European countries was severely affected by bad weather during the flowering period in the spring.
A growing harvest
"For 2025, the French harvest is expected to reach 1,500 tons, mainly from the Tarn-et-Garonne and Provence regions, while Spain is expected to produce 450 tons," reports Monika Kujundzic, communications manager at French Fruit Lovers. Lovita will therefore be sold in France and several other European countries from September to November, confirming its position as a late-season favorite.
© French Fruit Lovers
Ideal weather conditions for fruit quality
In France, the summer weather conditions produced very sweet fruits of good size, making this unique plum with intense red flesh and well-balanced flavors even more attractive to the palate.
A variety that is easy to grow and adapted to changing climatic conditions
In a climate that is changing all the time, the Lovita variety has confirmed its agronomic advantages. "First and foremost, it is an interesting variety because it is resistant to heat and weather hazards. Additionally, it requires very little pruning, so maintenance is simplified. It can also be harvested in a single pass, a real advantage when harvesting early. These qualities make Lovita a hardy, profitable, and sustainable plum, perfectly suited to growers' expectations."
Lucie Cachard, a producer at the GAEC de Sainte-Eulalie, is "very pleased to have planted the Lovita variety. It is a plum that is easy to grow, hardy, and, above all, well-priced thanks to a supply chain that respects producers. It is a real guarantee of peace of mind and quality for our farm."
An advertising campaign to encourage young people to eat better
"Beyond its taste qualities, Lovita is also a fruit rich in benefits. With its vitamins, fiber, and antioxidants, it contributes to a balanced diet and daily well-being." Aware of the importance of raising awareness among the younger generation, the sector is launching a communication campaign in 2025 dedicated to young consumers, to encourage them to eat better and make Lovita part of their daily routine. "It is a way of showing that balance and indulgence can go hand in hand."
Lovita will be present at Fruit Attraction in Madrid
The Lovita chain will be present at Fruit Attraction in Madrid, from September 30th to October 2nd, 2025 (booth 6A06), to present the new harvest and meet its international partners.
For more information:
Monika Kujundzic
French Fruit Lovers
2788 route de la Mégère
82200 Moissac - France
Phone: +33 (0)5 63 04 01 06
Cell. : +33 (0) 6 62 02 77 15
[email protected]
www.lovita-plum.com