INTERFEL Relaunch Campaign in Malaysia: Celebrating a Good Crop for French Apples and Growers’ Commitment to Sustainability
INTERFEL (Interbranch Association for Fresh French Fruit and Vegetables) relaunched its campaign in Malaysia after the pandemic to promote France’s global standing. INTERFEL also aims to raise awareness of the French growers’ commitment to sustainability and eco-friendly practices.
Due to the diverse climates and geographical advantages in France, the country produces large quantities of high-quality apples. Among the thousands of apple varieties worldwide, nearly 100 flourish in French orchards, with around 30 cultivated on a large scale. Some of the most commonly available varieties in Malaysia include Royal Gala, Granny Smith, Golden Delicious, Pink Lady®, Kissabel®, Pixie®, Candine®, and the Juliet®. These varieties will be available in major retailers, such as Aeon and Lotus from December 2023 – March 2024.
France’s orchards have been graced with exceptional weather during spring and summer, promising a harvest of apples that are not just colourful, but also irresistibly crisp, beautiful and delicious. Anticipate a plentiful yield, with France set to produce 1.5 million tonnes, making an 8% increase from the previous year. While the overall European harvest is expected to be smaller at 11 million tonnes, France proudly secures its place as the third largest apple producer in Europe, following Poland and Italy.
Beyond the abundance, INTERFEL is dedicated to promoting sustainability and eco-friendly practices among French growers.
For over 20 years, French apple growers have embraced an eco-responsible production process, dedicated to cultivating healthy, flavourful, and high-quality fruits. Their commitment extends beyond mere cultivation; it involves the implementation of environmentally friendly methods that preserve orchard biodiversity and maintain the economic equilibrium of fruit farms. Sustainability, for these growers, transcends the orchards. It encompasses comprehensive practices, including efficient waste management, biocontrol techniques, and thoughtful pollination methods. This holistic approach underscores their dedication to delivering exceptional fruits and safeguarding the environment for generations to come.
In a remarkable initiative, nearly 1,300 French apple growers, certified as “Eco-friendly orchards” have dedicated themselves to a noble cause to cultivate French Apples that are not only rich in taste but also environmentally friendly and healthy.
To Introduce the quality, and diversity of the French varieties, and the process of responsible farming, INTERFEL hosted a media event that took place on 15 December with a culinary demonstration led by Chef Patrick Siau, professor at Sunway University’s School of Hospitality Service Management and Malaysia Pastry Team Coach of the winning “World Pastry Champion” in the Coupe du Monde de la Pâtisserie, and recipient of the Vase de Sèvres prize, awarded by the President of the French Republic for “Best Dégustation”.
This collaboration exemplified the fusion of French agricultural excellence with culinary mastery, bringing a taste of France to Malaysia. The attendees were captivated by the quality of the French apples as they delved into the heart of the produce, farming, unique conditions that nurture the apple varieties, and commitment to sustainability and eco-friendly practices.