Juliane Guichaoua, Prince de Bretagne:

“Despite the increase in energy costs, we are still following our initial production schedule”

For more than 40 years, Prince de Bretagne has specialized in the production of many tomato varieties: round, old and small fruit.

“We have 80 producers of tomatoes, spread out through Brittany on family farms. All our tomatoes are hand-picked when they are fully mature to ensure optimal quality. In order to guarantee maximum freshness, they are shipped on the same day to our clients. Of course, our offer includes classic varieties like the round, cluster or cocktail tomatoes. But we also have some signature products such as our tray Saveurs d’Antan and the variety Ananas d’Antan for which we have exclusive rights,” explains Juliane Guichaoua, product manager at Prince de Bretagne. 

The entire tomato production of Prince de Bretagne is certified Global Gap, and part of it is sold as “grown without pesticides”. There was some anxiety early in the campaign due to the drastic increase in energy costs, but the cooperative wants to reassure about its progress. “We are following the initial production plan and maintaining stability in our segments. It is important that our clients know that we are keeping to our production goals.”

Innovations in packaging
This year, the cooperative is innovating with a complete range of 100% cardboard packaging. “Since last September, we were already selling two references in cardboard trays of 250g and 750g. This year, we are completing our range with three new formats available from the month of April: 350g, 500g, and 1kg. This packaging has been carefully designed in order to give maximum visibility to the product. We wanted to create packaging that is solid, with openings, as well as virtuous for the consumer and the planet. The cardboard, which is 100% recyclable, is also FSC certified and the inks used are non-mineral.”

Also regarding packaging, Prince de Bretagne has progressed from the baby package of 1kg, used for small fruit, to cellulose nets. “This packaging is solid and the tomatoes cannot fall out. We will also propose this innovation for the nets of round tomatoes in the 1kg format.”

And in order to support its tomato range, the cooperative is launching a powerful communication plan that will take place during the summer season, which is the best period for tomato consumption. “The goal is to promote the historical know-how of our producers who will appear in advertisements broadcast on national TV channels, starting in July.”

For more information:
Juliane Guichaoua
Prince de Bretagne
juliane.guichaoua@princedebretagne.com


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