“Year after year, Metis® becomes more widely accepted and its demand increases”

The Metis interspecific season is in full swing, with the prospect of reaching close to 9,000 tons until the end of October. The staggered cultivation in three European countries (Spain, Italy and France) makes it possible to keep the markets supplied and have a long campaign, backed with the experience and collaborative work of important companies such as Gran Fruta Zani, Blue Whale, Minguzzi or Royal.

Given the good weather conditions recorded in Badajoz and the Guadalquivir Valley, as well as the extraordinary flowering, prospects point to good production volumes and an exceptional quality, according to Tanguy Debiesse, commercial director of Royal. "Year after year, Metis® becomes more widely accepted and the demand for this unique product increases, so Royal expects to be one of the first to market it in 2022."

"Metis®, which has revolutionized the plum segment, is facing a new summer season, this time since late May. The goal is to continue generating value in the retail by offering a product with intense flavor, varieties with different organoleptic qualities and, above all, consistency in terms of quality throughout the season," says Camille Herouard, Metis® brand manager.

The varieties belonging to the Oxy Solar family, dark on the outside and reddish on the inside, will be the first to arrive on the shelves of various European retailers in the coming days. The rest of the 4 varieties that make up Metis®, plus the recently launched Sunny Day, will be gradually incorporated, making it possible to offer different color and flavor alternatives to consumers who are already familiar with this product and are able to distinguish it from other traditional plums.

Royal, whose strategy is basically innovation-oriented, was one of the pioneers in the production of new generation plums. It worked for years with the varietal program of Glen Bradford, who developed Metis® in California more than 20 years ago. The cultivation area has been gradually increasing, with a growth of approximately 50%, and more and more markets have been reached, including the United Kingdom, Germany, the Nordic countries and China, where Metis® has been growing a lot due to the appreciation that Asian consumers have for the fruit, and especially for the most exotic one: Safari Star.

"The Metis® range has played a key role in the success among consumers because of its colors, flavors, nuances and natural antioxidant contents. The Safari Star, Oxy Solar, Dark Moon, Sunset Sky and Sunny Day are back with great strength this year, which shows our commitment to the variety," says Camille Herouard.  

Besides the volume exported, Metis® will once again be marketed in Spain. It will be available in different chains across the country, and the prospect is to achieve a growth of around 20% compared to the previous year.

European marketing campaign
Backing retailers is one of the group's essential objectives and, to this end, a strong communication campaign has been designed based on 3 axes:

*Online promotions featuring various influencers, who will develop content for the brand and help untap Metis®'s potential.

*Trade marketing to give the brand a boost and arrange various promotions, making the brand more visible in supermarkets through POS materials. Tastings will also be carried out at the points of sale to demonstrate the core values offered by Metis®.

*Online Mix to Win game, offering consumers the chance to learn about the different varieties and their particular characteristics. Those who correctly complete the game will have the chance to win fantastic prizes, such as a dinner by starlight, or an astronomy night to learn a little more about the universe and share a great moment together.

 

For more information:
Camille Herouard
Metis® Brand Manager
Plumtastic Europe
T: +33(0)4 90 16 46 13
camille.herouard@star-fruits.com 
metis-fruits.com


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