The value proposition of medFELIt also includes conferences on the challenges facing the sector. During 2 days, medFEL 2025 offers you a program focused on the commitment of the fruit and vegetable sector to sustainable development goals.
The 2025 conference program
In addition to the presentations by two headliners, there will be excellent conferences and roundtables. Discover the first scheduled conferences now.
WEDNESDAY APRIL 23, 2025
10:00 AM – European apricot harvest forecast
🇮🇹 🇪🇸 🇫🇷 Simultaneous translation Italian, Spanish and French
Animated by Eric Hostalnou, Head of Fruit & Vegetable Department, Chamber of Agriculture of the Pyrénées-Orientales
With Bruno DARNAUD, PDO Peaches and Apricots France, Tomas BOSI, CSO Italy, Georges KANTZIOS, ASEPOP Greece cooperative and Javier Basols from the federation of Spanish agricultural cooperatives
10:45 AM – Melon planting forecast
Animated by Olivier Masbou, Associate Journalist – Socopag Press Agency
With Myriam MartineauPresident of the Interprofessional Melon Association, Jérôme JausseranVice-President and Rémi JavernaudCoordinator of the Interprofessional Melon Association
11:30 a.m. – Inauguration of medFEL 2025
14:30 PM – Transformation: promoting the "Made in France" label on processed fruits and vegetables
Animated by Florence Rabut, specialist journalist and avec:
- Gérard Gillet, director of Saint-Mamet Distribution
- Daniel Gaillard, Associate Deputy Director of the Comptoir Rhodanien
- Samuel GENESTPlant Manager at Solarys – Agromousquetaires
- Julia Lorin BazileBuyer of local ingredients for Blédina/Danone France
- Julia Delente, Head of Regenerative Agriculture at Danone and
- Guillemette Boiron, Director of Supply Chains and Sustainable Development at Vergers Boiron
It's a well-established trend: the share of processed products in food purchases is increasing, driven by evolving consumer behavior and lifestyles. Fruits and vegetables are no exception, and some companies are investing in and integrating processing or developing partnerships into their business models. The challenge is shifting: manufacturers primarily need to secure their sourcing, assuming it will continue to grow in the coming years. So how can they meet these additional volume needs? What new value-added opportunities exist for fruits and vegetables? How can we rethink the development of high-performing fruit and vegetable supply chains dedicated to the industry, with a focus on French origin?
16:30-18:00 PM – The Great Debate: Are fruits and vegetables expensive?
Animated by Florence Rabut, specialist journalist and Olivier Masbou, associate journalist – Socopag Press Agency
With Marie-Amandine Stevenin, President of UFC-Que Choisir and Christel TeyssedreGreengrocer in Prayssac (Lot), President of Saveurs Commerce
"Fruit and vegetable prices are skyrocketing": the topic of fruit and vegetable prices regularly makes headlines. But what are we talking about? What would be the "fair price" for a kilo of tomatoes or apples? Can we even talk about fruit and vegetable prices when a single shelf or stall offers around fifty different products? Furthermore, seasonality, climate, and the abundance or scarcity of a harvest cause prices to fluctuate, sometimes daily. We need to provide consumers with benchmarks, to give "meaning" to fruit and vegetable prices.
THURSDAY 24 APRIL 2025
10am – Fruits and vegetables: does communication support consumption?
Animated by Olivier Masbou, associate journalist – Socopag Press Agency
With Anouk Plantevin, Social Media and Influence Manager at Wonderful, Nicolas Gandrillon from the agency Les Gros Mots, and Olivier Lemouzy, President delegate of the Communication Commission ofInterfel
Whether it comes from industry sectors, professional organizations, or businesses, communication about fruits and vegetables is abundant, sometimes disorganized. But is it effective in a context of consumption that is at best stagnant, sometimes declining? Television, radio, print media, social networks: which media should be prioritized? Finally, does the industry have communication budgets that match its ambitions?
11:00 AM – Organic Sector: What is the impact of new distribution concepts?
Animated by Dany La Noé Interbio and Florence Rabut, specialist journalist
With Bertrand Chaveron, president of Bio Frais, Julien Tanter, Director of the Naturalia Network, Jean Pratx, producer, Véronique's organic orchards and Charly LassalleCo-founder of the Alentours bio store, member of Accord bio
In the turmoil of recent years, marked by a crisis in the organic food market, with declining consumption volumes and fewer transactions, food retailers have reacted strongly: general retailers have reduced their product ranges, while brand repositioning and the launch of new concepts more aligned with evolving consumer needs in specialized organic retail have led to significant changes. And it seems to be paying off! Some retailers appear to be returning to growth after the crisis. What are these promising new concepts? What are the keys to success for this renewed growth? What commitments and ambitions are being reaffirmed for the future?
14:00 PM – Plum harvest forecast
Animated by Olivier Masbou, associate journalist – Socopag Press Agency
With Joel Boyer et Jérôme Capel, co-presidents of the AOPN Prune, accompanied by André Graglia, director of AOPN Prune
15:00 PM – The Jungle of Labels: Obligation or Genuine Value Added?
Animated by Florence Rabut, specialist journalist
With Marc-Henri Blarel, Manager of Fruits de Valeur, specialist consultant, Cécilia Céleyrette, Deputy Director of Sector Strategy, Interfel and Philippe Fort, Sales and Marketing Director, Rougeline
Private labels, quality assurance schemes (PDO/AOC, Label Rouge, PGI, etc.), specific specifications, High Environmental Value (HVE), organic and its various segments, scores (Nutriscore, Planetscore, etc.): the list of promises and guarantees regarding the origin or quality of food products is long. In this proliferation, sometimes with the feeling of being endlessly bombarded with new criteria, how can companies committed to sustainability create further differentiation and added value without overwhelming consumers? How can consumer preference be guided towards genuinely more ethical products and supply chains? Looking ahead, what avenues exist for improving consumer information?
