Agen Prunes Bureau national Interprofessionnel du Pruneau French

Agen Prunes Bureau national Interprofessionnel du Pruneau (French Prune Board) Directorate for competition policy, consumer affairs and fraud control - DGCCRF Ministère de l’Economie des Finances et de l’Industrie – FRANCE – Marie-Isabelle TRIVESCREMIEUX

France and the prune Ø Annual production of 45, 000 T (15, 000 T exported) Ø European market leader and in third place worldwide Ø 1, 400 prune growers (99% in growers’ organisations) representing 13, 200 hectares, 32 processing firms DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 2

The prune down through the ages DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 3

Sales of French prunes (3 -year average) DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 4

Agen prunes Ø Agen prunes have been awarded a PGI (Protected Geographical Indication) quality label. The PGI zone of Agen prunes (96 % of French prune production) takes in the communes of two regions: • Aquitaine (89%): Lot-et-Garonne, Dordogne, Gironde • Midi-Pyrénées (11%): Lot, Gers, Tarn-et-Garonne DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 5

The prune industry A major boost: The industry’s inter-professional organisation Ø The French Prune Board (BIP) was established in 1963 Ø Its responsibilities: to represent the industry, to draw up and apply the inter-professional agreement, to standardise products, management and inspection, technical and technological development and to promote the prune. DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 6

The industry’s organisation (since 2009) Trade Association (Chambre Syndicale) private processing firms AOPN: growers’ organisations BIP FELCOOP: cooperative processing firms Principle of unanimity DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 7

Functioning: Management Committee Growers’ organisation 8 members 1 vote Cooperative processing firms Private processing firms 8 members 1 vote The BIP’s MC Each college agrees before an inter-professional decision is taken. The 3 colleges must then agree unanimously. DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 8

A tense economic climate Ø European Union financial support for the prune industry has been regularly scaled down with total disengagement scheduled for 2013. Ø Production costs are constantly rising: drying (40% of expenses) in particular, takes the brunt of energy price hikes. Ø Tough international competition, especially from countries with low production costs (Chile, Argentina). Ø Lower consumption since the 2008 financial crisis coupled with lower sale prices. DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 9

The industry’s reactions Ø Improving competitiveness by cutting production costs (orchards and drying). Ø Better quality owing to the modernisation of production techniques and the awarding of the PGI. Protecting this high quality (work ongoing with the SCL – Labo 33), together with an inter-professional communication strategy. Ø Highlighting the nutritional values of Agen prunes. Ø Diversifying markets by innovation. DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 1 0

A guarantee of authenticity, nutritional benefits Two spearheads of the industry’s protection and win-back plan: Ø Ensuring traceability of the geographical origins of prunes to prevent any fraud on Agen prunes. Ø Proving the beneficial effects of Agen prunes on certain chronic or metabolic diseases in line with major public health concerns. DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 1 1

Determination of geographical origin to guarantee authenticity Ø Active collaboration since 1982 with the Inter-Regional Laboratory of the General Directorate for Competition Policy, Consumer Affairs and Fraud Control (DGCCRF) Talence, followed by SCL – Labo 33 v Building a database containing analytical results on prunes with different origins: France, USA, Chile, Argentina. v Searching for distinguishing features: organic acids, minerals, heavy metals, rare metals. The reliability of these traditional analytical techniques and statistical tools is thought to be 95%. DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 1 2

Determination of geographical origin to guarantee authenticity For the last 3 years, the SCL has been conducting new research based on cutting-edge techniques: v Ultra-weak radioactivity measurement: joint study by the SCL-BIP -Université de Bordeaux-CENBG (PRISNA platform). v Isotopic analysis by IRMS (Isotope-ratio mass spectrometry) together with the BIP. v Analysis by NMR (Nuclear Magnetic Resonance) spectroscopy. The SCL’s and BIP’s own work, using these techniques, is currently ongoing and should soon allow for 100% detection reliability. DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 1 3

The prune’s nutritional benefits Prune composition Glucides 61, 5 % Protéines 2, 0 % Lipides 0, 3 % Minéraux 1, 2 % Eau 35, 0 % DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 1 4

Prunes and health Ø Monosaccharides (glucose and fructose) together with sorbitol and fibre Ø A mid-range glycemic index (52) and slow carbohydrate absorption Ø Prunes are very rich in minerals, in particular, in potassium (31% of RDI). Many vitamins, in particular, vitamin B 1 (43% of RDI) , B 2, B 5, B 6 and beta-carotene DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 15

Prunes and health Ø Distinguishing feature of prunes: high phenolic acid and polyphenol contents which have a antioxidant effect DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 16

Prun’Active© Projet The launch, in September 2008, of a new 49 -month project called Prun’Active©. The aim is to scientifically identify the impact of Agen Prunes on the prevention of metabolic diseases. The total cost of the project, backed by the State (Single Inter -Ministerial Fund – FUI) and the Aquitaine Region, is € 3. 3 million. DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 17

PrunÔProtect Projet Preparation of a new 2 -year project called PrunÔProtect Innovative formulations for Agen Prunes for the nutrition and health markets. The total cost of the project, supported by the Midi-Pyrénées and Aquitaine Regions, is € 872, 000. DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011 18

Thank you for your attention DGCCRF - Marie-Isabelle TRIVES-CREMIEUX FRANCE –– Moldavie 11/10/2011