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Eric Godard Durand, Agence Laparra:

“French consumers love heirloom tomatoes”

Black krim, oxheart, and pineapple tomatoes: blue, pink, green, in all shapes and sizes. The Laparra Agency started its campaign of heirloom tomatoes in February. The company has been working in this range for several years already, producing them in the Rhone Valley and Provence region.

“Later, we will add productions from Brittany and then from other regions. We will also start with varieties of tasty cherry tomatoes that will come from everywhere in France, even from producers in the greater Paris region. This will bring both quality and volume.” The heirloom tomatoes will be available until “September, or even October, depending on the weather, with a consumption peak in May, June, and July.” These tomatoes have also seduced the producers. “Many have turned to these varieties because they have become trendy again in recent years. Some even replaced their structures designed for cluster tomatoes with heirloom tomatoes, which sometimes require less modern facilities.”

Prices are always high early in the season
“At the beginning of the season, these types of tomatoes are very popular among consumers, and the small volumes available make prices very high. Then, prices generally regulate themselves as the season progresses and with the arrival of larger volumes.”

Uncertainty still present, even for mass-consumption products
“We always pay attention to the weather, which makes consumption go up or down. But tomatoes are still a mass-consumption product, and we even sell tomatoes in the winter. The past seasons have been rather good, but we always worry about the upcoming season. The current context is very particular, and it is difficult to make predictions about prices during the season. We know that the producers need better remuneration, but we always depend on consumption because it is what helps us value the products better or not.”  

For more information: 
Agence Laparra 

62a rue de Montpellier 
CP 50369 
94622 Rungis
Tel.: +33 1 46 86 40 32 
Mob.: +33 6 09 22 20 84
Fax: +33 1 46 87 92 94
[email protected] 

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