Enya Vermuë, Agrivaloire
White asparagus peeler to increase consumption in France
Agrivaloire has been operating in the asparagus sector for 35 years, with expertise handed down from generation to generation. Founded by the parents of Enya Vermuë, who now runs the company, Agrivaloire initially built its reputation on the sale of asparagus plants before expanding its business in response to a growing problem: the lack of manpower in farms. “We gradually developed partnerships with European manufacturers that could provide machines to help growers,” explains Enya Vermuë. Thanks to her father’s Dutch origins and his many contacts in Belgium, the Netherlands, and Germany, Agrivaloire now plays an essential intermediary role between foreign suppliers and the French market and provides after-sales service.
Enya Vermuë at IAD 2025, presenting the Peelmaster Mini peeler from Tenrit Foodtec
A must-have machine in Germany, a novelty in France
Agrivaloire will be exhibiting a number of machines from its partners at the IAD-IBD, including various models of asparagus peelers. “This machine has been around for more than 25 years in Germany, but is still seen as an innovation in France,” explains Enya Vermuë. Coincidentally, the consumption of white asparagus in Germany is much higher than in France.
“At the time, a study highlighted the fact that in Germany, the time spent preparing meals was much shorter than in France: 25-30 minutes compared with 1h30. Using this machine saves precious preparation time. Today, the French have also reduced the time spent preparing meals to around 30 minutes. Habits have changed, and perhaps it is time to adapt our tools to this new lifestyle.”
According to a study published by CTIFL in 2025 on the perception of asparagus, 56% of non-consumers say it takes too long to prepare asparagus, and 45% say they do not know how to cook it. Peeling, in particular, is seen as an awkward, technical, discouraging stage for younger consumers. The asparagus peeler could therefore respond to a societal change in the French market, as it did in Germany, by simplifying preparation and making asparagus consumption more accessible. According to Enya Vermuë, this tool could even be “a lever for boosting consumption of white asparagus in France.”
Asparagus peeler: the industrial model presented at the IAD show
Three models to suit all needs
At the show, Agrivaloire presented three models that meet very different needs. The first, an industrial model, is the historic version, with its many settings and options. The second, a self-service model designed to be installed directly next to the asparagus section in supermarkets, attracted a great deal of interest. “As well as being extremely practical, it is a fun way to liven up the aisle: it is the star of the display!”
Finally, Tenrit Foodtec’s Peelmaster Mini is a compact version, launched last year, aimed at small shops and convenience stores. “The Peelmaster Mini peels 1 kg of asparagus in 20 seconds. There are no buttons or settings. The asparagus is inserted on one side and comes out perfectly peeled on the other. It will be available on the French market for rent or purchase from 2026.” These last two versions stand out for their ease of use.
A good response from the French market
While the French market was still cautious two years ago, attitudes are changing. “Last year, we leased six machines and sold three models. For a launch, that is already very encouraging.” This year, the number of contacts and demonstrations at the show confirms the growing interest in this type of equipment.
By making it easier to prepare asparagus, Agrivaloire hopes to stimulate French consumption, which is still modest compared to that of its European neighbors. This approach is fully in line with the company’s mission: to support the asparagus sector by innovating and making life easier for producers and consumers alike.
For more information:
Enya Vermuë
Agrivaloire
enya.vermue@agrivaloire.fr
