The strawberry campaign is kicking off in Belgium, with the first sale of the season by BelOrta growers Colembie and Colemberry, and a day of activities planned by Hoogstraten
Belgium’s strawberry campaign is officially underway, with cooperative BelOrta receiving the first strawberries of the season from Colembie and Colemberry, courtesy of father and son producers Lieven and Robin Colembie.
“The special thing about this is that father and son each deliver the first strawberries from their own company on the same day,” BelOrta revealed, “evidence that craftsmanship and passion for top quality are passed on from generation to generation.”
The strawberries were purchased by Koen De Leeuw of Horeca Totaal (Brugge). In 2024, BelOrta sold 10,500 tonnes of strawberries.
“The most grown and popular variety is Elsanta, followed by Sonsation, Lady Emma and Karima,” the cooperative confirmed. “A delicious taste remains the most important parameter in the selection of our varieties.”
According to figures from CPS GfK Belgium, commissioned by Flanders’ Agricultural Marketing Board, VLAM, almost four out of five Belgian families bought strawberries last year.
Thanks to the careful consideration taken when choosing varieties, as well as the various cultivation techniques employed, BelOrta said its growers have succeeded in supplying strawberries for ten months of the year.
“This balanced distribution responds to consumer needs and the best market moments,” BelOrta stated. “Although the first Belgian strawberries are already available, the season reaches its peak between April and July.”
According to the cooperative, social media is creating new trends for strawberries and influencing demand, such as through a recent TikTok video, Dubai Chocolate Strawberry Cups, which went viral.
Hoogstraten marks start of season
Belgian cooperative Hoogstraten is organising a morning of activities on 26 March to celebrate the arrival of the new strawberry season.
Activities include a live on-site radio show, a preview of the campaign, and the symbolic first sale of Hoogstraten strawberries, the proceeds of which go to FoodSavers Antwerp, an initiative of the City of Antwerp that collects and redistributes surplus food, free of charge, to aid organisations.
“At Coöperatie Hoogstraten we will herald this special moment with a day full of inspiring activities,” the cooperative said. “Fien and Thibault will host their radio show live on our site. So be sure to come and soak up the atmosphere.”
