French apples set to shine in GCC with new EU campaign

Manal Saleh

The European Union, in partnership with Interfel (the French Fresh Fruit and Vegetable Interbranch Association), will target the UAE, Saudi Arabia, Qatar and Kuwait in a new campaign extolling the taste, texture and nutritional value of apples from the continent

Dubai, United Arab Emirates, 14 October 2025: European apples are set to take centre stage in the GCC through the launch of a new three-year promotional programme highlighting their exceptional quality, wide variety, and year-round availability.

Building on the success of previous initiatives, which have seen European, particularly French apples, gain a solid reputation among retailers, hotels, chefs, and health-conscious consumers across the GCC, the new campaign is set to capitalise on the harvest of apples from France, which saw a year-on-year increase of 4% to 1.485 million tonnes in 2025.

From classics such as the Gala, Granny Smith, Juliet, Golden, Red, Rubis Gold, Pink Lady, Story by Inored, Candine, Joya and Kissabel, the campaign will shine a spotlight on French-grown apples, celebrating the exceptional quality and diversity of varieties cultivated in France. Their broad appeal has made them a go-to choice for shoppers across the Middle East, who value produce that combines taste, health benefits, and consistency.

The popularity extends beyond households, with leading retailers, hotels, and restaurants across the region continuing to showcase French apples on their shelves and menus. The commitment to eco-responsible farming, a hallmark of French orchards for 25 years, has resonated with today’s consumers, who are increasingly seeking out sustainably grown, ethically produced food.

Daniel Sauvaitre, a fruit grower from Charente and president of the French Fruits and Vegetables Trade Association Interfel, said: “We are delighted to launch this new three-year campaign, which builds on years of successful collaboration with our partners in the GCC. European apples continue to resonate with local consumers because of their exceptional taste, nutritional value, and the eco-friendly orchards from which they are grown.

The new campaign will feature French apples more prominently, with an ambitious programme of 360 in-store tasting sessions planned in partnership with several major retailers in the UAE, Saudi Arabia, Qatar, and Kuwait. These sessions aim to help consumers experience the taste, texture, and freshness of European apples firsthand.

In addition to in-store tastings, the campaign will showcase French apples through a series of live cooking events across Qatar, Kuwait, Saudi Arabia, and the UAE. Local chefs and influencers will be invited to underscore the versatility of European apples in exciting, healthy recipes, from quick midweek snacks to gourmet desserts, highlighting how these apples can be easily incorporated into everyday meals and special occasions.

Training sessions for chefs, retail professionals, and industry stakeholders will also continue, ensuring that those on the front line of food service have the knowledge and confidence to recommend the best apple varieties to their customers. More than 250 professionals have already benefited from these workshops over the past three years, with the new programme set to expand this knowledge-sharing initiative even further.

French apples will also have a strong presence at major food industry events, including Gulfood, one of the world’s largest and most influential food trade shows. There, Interfel will have the opportunity to connect with buyers and distributors, reinforcing trade relationships and highlighting the sector’s commitment to sustainable production and consistent quality.

“By expanding our tasting sessions, live events, and professional training programmes, we aim to create even more moments for people to discover and enjoy the diversity of our apples, from classic favourites to exciting club varieties, and to strengthen the connection between our orchards in France and the tables of families across the Gulf,” added Daniel Sauvaitre.

With its combination of ambitious activations, live experiences, and professional engagement, the new campaign will deliver another fruitful season for European apples in the GCC and build on the reputation of the region’s favourite healthy snack and culinary ingredient.

ENDS