Enhancing the value of local fruits: the example of the "Pomme des Alpes"

Abstract

Using the example of the apples grown in the southern French Alps, this paper describes the measures taken by agricultural entreprises within a particular area to promote fruit. An investigation amongst apple growers and their customers produced a positive image of the "Pomme des Alpes" within the industry and identified ways in which this produce could be improved to meet market requirements. The investigation showed that the measures taken to promote this produce came up against technical, commercial, organisational and psychological obstacles. The authors show that it is not enough for the produce to originate from an area that is well-known the agricultural enterprises should form an organisation to draw up a specification and must be able to guarantee the origin and quality of their produce.