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/ INTERFEL Relaunch Campaign in Singapore: Celebrating a Good Crop for French Apples and Growers’ Commitment to Sustainability

INTERFEL Relaunch Campaign in Singapore: Celebrating a Good Crop for French Apples and Growers’ Commitment to Sustainability

Terroir and SpiceNovember 24 2023 13:50

This fall, INTERFEL (Interbranch Association for Fresh French Fruit and Vegetables) relaunched its campaign in Singapore post-pandemic, aiming to enhance France’s global standing through a focus on sustainability and eco-friendly practices. To inaugurate the campaign, INTERFEL hosted a media event on November 23, featuring Alicia Wong, renowned Executive Pastry Chef and Chef owner of Nesuto Singapore, highlighting the synergy of French agricultural expertise and culinary mastery. For consumers, a roadshow at i12 Katong from November 24-26 offers a chance to taste these French delights and learn about eco-friendly French apple orchards.

(Singapore, 23 November, 2023)

This Fall, INTERFEL (Interbranch Association for Fresh French Fruit and Vegetables) relaunched its campaign in Singapore 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 Singapore 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 FairPrice and Cold Storage from late October 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, thoughtful pollination methods and more. This holistic approach underscores their dedication to not only delivering exceptional fruits but also 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 authenticity of their produce, diversity of the French varieties, and the process of responsible farming, INTERFEL hosted a media event that took place on 23 November, where Alicia Wong, renowned Executive Pastry Chef and Chef owner of Nesuto Singapore, demonstrated the friendliness of French apples through a pastry demonstration workshop.

This collaboration exemplified the fusion of French agricultural excellence with culinary mastery, bringing a taste of France to the heart of Singapore through classic favourite Tarte Tatin and Apple Galette. Chef Alicia embraces INTERFEL eco-friendly effort, and focuses on bringing sustainable cooking to the table, demonstrating how to repurpose apple skins and cores to create beautiful pastries. The attendees were captivated by the expertise of the French delegates 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.

Aside from the culinary demonstration, from November 24th to 26th 2023 customers can taste the wonders of French Apples for a limited time at i12 Katong, Singapore. INTERFEL will be doing a roadshow featuring French apples, spin and win lucky wheels, and fresh apple tastings. Do not miss this out!

Interfel Roadshow

i12 Katong112 E Coast Rd, Singapore 428802

24 - 26 November 2023, 11am - 8pm

#enjoyitsfromeurope

#frenchapples

#fruitvegfromfrance

Instagram and Twitter: @FruitVegFromFR

About Terroir and Spice

ABOUT INTERFEL Interfel, the Fresh Fruits and Vegetables Interprofession was established in 1976 and represents all aspects of the fresh fruit and vegetable sector, including production, cooperation, shipping, import, export, wholesale trade, distribution, and collective catering. As a private law organisation, Interfel has been recognized as a national agricultural interprofessional association by French rural law and the European Union since November 21, 1996, within the framework of the Single Common Market Organization (OCM). The 15 members of Interfel are the national representative associations of the various professions in the sector. An interprofession advocates for the interests of the professionals it represents and provides advice to its members. With 75,000 companies and 450,000 direct jobs, including 250,000 seasonal workers, all trades in the sector are represented (source: Interfel, Sept. 2015). Interfel is a platform for interprofessional dialogue, aiming to promote the sector and its professions and encourage the consumption of fresh fruit and vegetables. Its missions include understanding consumers and markets and adapting the supply of fresh fruits and vegetables to demand, discussing interprofessional agreements with public authorities, defining the sector's strategic orientations in research and experimentation, promoting and defending the sector on the national and international market, and implementing communication actions, including information and advertising.

Contact

For media enquiries, please contact: Claresta Harlis claresta.harlis@terroirns.com Terroir and Spice