The first Lovita® plums have arrived on French supermarket shelves this week. The campaign looks promising for this red-fleshed, heart-shaped plum in terms of volumes and quality. This year, the Lovita® team has also prepared a massive communication campaign to make this plum known to the general public.
1,300 tons for the 2023 campaign
The initial forecast had announced 1,000 tons, but 1,300 tons will actually be delivered to distributors this year. “Volumes have almost tripled compared with last year,” explains Monika Kujundzic, communication manager at French Fruit Lovers. Cultivated on almost 80 hectares, the Lovita® plum has been making good progress (350 tons in 2022) and should continue to grow exponentially over the next few years, as “some trees are just now reaching maturity and full production.”
Quality and taste
True to its promise of taste, the Lovita® benefits from a good sugar content and size again this year, thanks to the absence of weather incidents. “It is a very good year in terms of production. Our clients are very satisfied with our taste, and this year, they are coming back for more.”
Lovita® communication campaign
In order to seduce both young and old consumers, the Lovita® will be actively present in stores and on social networks. While communication has been limited so far, the Lovita® team now wants to communicate more intensely with the general public. “Events are planned every weekend at a number of French retailers,” with 4 to 5 events per week in France. On social networks, communication will focus more on the nutritional aspect of the fruit. “With this campaign, we want to promote healthy eating and communicate the benefits of this plum, which is rich in antioxidants and vitamins. Thanks to its gourmet and sweet appearance, it offers as much satisfaction as a good piece of cake.”
A Lovita® tasting will be organized on September 14th on the MIN market of Rungis and on September 15th, a chef will bring out the best of this plum in a restaurant of the French capital.
