Brand awareness has increased tremendously since the project to grow and market the Juliet apple was first conceived over a decade ago. Now the apple brand is grown by over 120 growers in France and is fast becoming a well-received organic apple in three continents. “Consumers are really looking out for their health nowadays,” Daniel Corbel from Cardell Export said, “and they want apples with no chemicals.” This means a growth in organic produce in general. Additionally, club varieties are becoming more important around the world, and the confluence of awareness of organics on the demand side and a need for club varieties on the supply side has contributed to the success of the Juliet apple.
Year round availability and growth
The Juliet variety produces low levels of ethylene and is not very susceptible to browning, which makes the apple easy to store for about a year and ship across long distances. “Because we know it can be stored well, we can keep production in France and ship it throughout North America, Europe, the Middle East and Asia,” Daniel explained. “And we've been selling a lot in the Far East Asia. We sold out quickly when we shipped to Asia, so there's lots of potential there.” He noted that his son, Pascal, was recently in Vietnam and saw apples that were put in storage still available from the previous harvest. He thinks that's a proof to both the longevity of the apple as well as its popularity overseas.
“We sold 4,000 tons of fresh apples last year, and of that 1,000 tons went to export markets, particularly Southeast Asia,” Daniel explained. “This year, we'll increase sales by about 1,500 tons, and that will allow us to increase export sales by about 25 or 30 percent. Those export markets always want more, so I'm sure we'll be short again this year.” Iceland is surprisingly another promising market, where organic apples are commanding in general double price over conventional varieties, some markets are even higher.
Since the variety sold out quickly, they never reached complete year round availability, so the group decided to increase planting. There are currently 350 hectares in production that are expected to produce 8,500 tons of apples this year. Planted trees are expected to reach 500 hectares in 2020, and production is expected to reach 11,000 tons in 2018.
“Each retailer wants to have club varieties that supplement their regular varieties, and they want to offer the most popular and exclusive apples,” Daniel said. “We've seen tremendous and extraordinary growth, and we hope to make the Juliet as popular as an apple like the Pinklady.”
Harvesting is expected to commence around the middle of October and finish up in November. The French market will receive the first shipments and then most Western European countries will have Juliet apples three or four days after the apples are picked. Asian markets will receive Juliet apples about a month after harvesting begins, though a few select customers in Asia and the Middle East typically request air shipments because they want to sell the apples as early in the season as possible.
Advantages for grower, shipper and consumer
The organic aspect of the apple also can't be understated. Benoit Escande, Vice President of Les Amis de Juliet, the association that acquired the variety and organizes production of the Juliet apple, explained that his father recognized the positive qualities of having an apple that is good for growers, shippers and, ultimately, consumers.
“This was done for the sake of consumers and the environment,” he noted, and growers have jumped on board.
The apple, which was developed in the late 90’s by a trio of U.S. research institutions, is red, striped and slightly oblate, which differentiates it from other varieties. It is naturally resistant to scab and oidium, which are the main tree diseases. “Its smooth, shiny skin also makes it stand out, and the crisp texture, juicy flesh and full flavor are all assets when it comes to getting consumers to buy.”
“I had several varieties of apples before I discovered the Juliet,” noted Jean-Claude Henriquet, one of the over 120 French growers who are responsible for production of the Juliet apple. “But after the Juliet I converted all of my farm to organic production.” One of the reasons growers like the variety is because it is well suited to the French climates where it's grown.
For more information:
Daniel Corbel
Les Amis de Juliet
dcorbel@cardell.fr
www.cardell.fr