While in France only 17 % of the blueberries consumed come from domestic cultivation, Auchan aims to close the gap by launching the “Myrtille de Sologne” supply chain.
The French retail group has signed a three‑year contract with farmers in the Loire Valley, guaranteeing them support during peaks in demand and remuneration linked to production costs.
A booming market
Since 2017, blueberry consumption in France has grown six‑fold, fuelled by the reputation of this “super‑food” rich in vitamins B, C and E and antioxidants with anti‑inflammatory effects.
However, domestic supply struggles to keep up, leaving ample room for imports. “We wanted to offer our customers an exceptional fruit grown without synthetic pesticides, while at the same time supporting local producers,” explains Mélanie Dubois, head of fresh‑food supply chains at Auchan.
Fruit ID card
The Sologne blueberry is recognisable by its deep‑blue colour, crunchy flesh and delicately sweet‑and‑tart flavour. Harvesting is done by hand on a family‑run estate that has been cultivating small plots around Orléans for three generations.
An agro‑ecological model
The charter of intent signed between Auchan and the producers provides for:
Soil conservation with organic fertilisers and grassy strips.
Drip irrigation and mulching to reduce evaporation.
Natural pollination to safeguard biodiversity.
100 % recyclable and compostable packaging.
“The partnership allows us to plan investments better and face production peaks with peace of mind,” says Julien Martin, farmer and spokesperson for the local cooperative.
Outlook
The shelves of Auchan stores will stock Myrtille de Sologne throughout the summer season. The retailer intends to extend the initiative to other regions by 2027, with the goal of doubling the share of “made‑in‑France” blueberries on the domestic market.
For consumers, this is a new opportunity to choose products that are both tasty and responsible.
