The Belgian fruit industry has often been described as a modest sector, preferring to get on with its day-to-day business without attracting too much fuss or attention. However, in recent years, the country has worked hard on being innovative and many now feel that it is time to shout about their achievements.
Research centres across the land have been hard at work and the sector has claimed a number of successes, particularly in glasshouse-grown products such as tomatoes, courgettes and peppers.
This resulted in a number of new tomato varieties being introduced in 2005. If you have never seen a brown tomato before that could soon change as, alongside the new plum cherry tomato varieties, Cherry Prunella and Mini Flavour, growers believe the Belgian Kumato is set to enjoy some attention.
These tomatoes were introduced last year under the Flandria quality label and according to Vlam, Flandria’s agricultural marketing board, production is set to scale new heights in 2006.
“Our auctions are really working to target the premium tomato market, focusing on high-quality varieties,” says Dominiek Keersebilck, Vlam’s product manager for fruit and vegetables.
Coeur de Boeuf and most recently the mini San Marzano variety are also two recent tomato additions.
But it is not just our tastebuds growers are appealing to. When choosing fresh produce, our eyes are often drawn to new variations and marketers are hoping that yellow, round courgettes and sweet pointed peppers will capture the consumer imagination.
Cauliflowers are also coming under the spotlight and purple and green types can increasingly be found on retail shelves.
More than 50 types of vegetables, amounting to over 440,000 tonnes, are marketed under the Flandria brand each year. “Producers, auctions and exporters of Flandria products make enormous efforts to live up to the highest quality standards,” says Keersebilck. “We know it’s possible to deliver a perfect, tasty product within these regulations and that is an enormous advantage for our exports.”
Germany, France and Holland represent Belgium’s largest export markets. Shipments of Belgian produce to the UK have decreased in recent years, but Keersebilck acknowledges that the market remains a significant outlet for Flandria produce.
“Auctions and exporters are willing to invest in the UK market and the Flandria auctions are quite confident they will convince English buyers of the higher quality of Flandria products,” he says. “According to some at the auctions there are still opportunities for butterhead lettuce on the UK market.”
Leading export company Vergo believes that exporters who are armed with recent innovations can achieve further growth.
“Belgian exporters are willing to use all their know-how and experience in the commercial channel to export innovative products to the UK,” says Curd Vanmarcke, Vergo’s sales manager for the UK market.
“Glasshouse grown products offer opportunities for Belgium and Flandria products have such a high quality standard that they are able to satisfy English customers. Products such as the new Flandria tomatoes, bell peppers and aubergines still have large possibilities in the UK.”
But Vanmarcke acknowledges UK consumers need convincing over the finer points. He says: “In the UK many consumers think that they have to buy a light orange tomato as a nice red tomato is overripe. This isn’t true. Flandria can deliver red-coloured tomatoes that can keep shelf life for days without becoming any softer or without losing taste. Qualified research centres test every variety of Belgian tomato on colour, taste and shelf life. Now, we need to convince the UK consumer.”
While glasshouse products represent key vegetable lines for Belgium, the country is also a significant grower of more exotic fare.
It is fair to say that chicory and salsify (which resembles an elongated black carrot) will not be on everyone’s weekly shopping list but these products do have a place in the UK market. Ask Belgium shipper Coosemans which exports an annual 50 pallets of these products to the south-east of England.
“The UK is a fair and steady market, we’ve got good customers there,” says the firm’s Rudi Coosemans. “Approximately 90 per cent of our exports are sent to the US but we believe there’s room to increase our range of shipments to the UK.”
As well as vegetables, Belgium’s fruit portfolio is also impressive. The country is best known for its top fruit, and according to BFV’s Diether Everaerts, pears are becoming more important due to increased production of the Conference variety.
Belgium is one of Europe’s largest Conference producers and recently, more than one million trees have been planted as a result of good prices.
More pears mean new quality standards according to BFV, which has introduced Sira, a new quality label. “Our label guarantees fresh, green and hard Conference pears and we feel that the UK market is ready for this new label as a lot of export companies are willing to buy Sira-quality pears,” explains Everaerts.
BFV, which recently achieved British Retail Consortium and International Food Standards accreditation, attributes the growth of Conference production to successful categorisation and segmentation.
“Growers are producing betterquality product and ideal sizes for all the different markets,” Everaerts says.
BFV is also focusing on other pear varieties in order to offer an extensive range for consumers. “Sweet Sensation and Dicolor are newvarieties, which will easily find their way to the customer in the near future,” Everaerts predicts.
When it comes to apples, BFV admits it is difficult to increase UK sales as the market prefers smaller sizes than the ones Belgium has recently been growing. Over the last three years, bigger sizes have been finding their way to the Russian markets.
However, growers are working on new varieties and some will be released later this year. “The introduction of new apple varieties has become very important in order to provide niche markets with specialities such as Belgica, Pinova, Kanzi and Greenstar,” Everaerts says.
Other fruit gaining a larger standing include cherries and production was boosted last year, following interest in newer types such as Kordia, Regina, Sweetheart and Skeena.
Advancements have also been made in strawberries. As well as the traditional Elsanta, Selva and Darselect varieties, growers are also beginning to offer Isaura and the French variety Charlotte.
“Each of the above-mentioned new varieties have been selected either for their taste, presentation, shelf life or commercial possibilities and are presented in new exclusive packaging,” Everaerts says.
Significant investments have been made in the berry sector, with Belgian blueberries and raspberries both making names for themselves in the UK.
However, higher fuel prices, which hit the fresh produce sector last year, could have an impact on future strawberry output. According to Everaerts, some growers are balking at higher costs and switching their production to non-heated glasshouses and plastic tunnels.
Meanwhile, marketers agree that there has been an increased focus on fruit quality over the last few years. Johan De Gendt, sales manager of Nicolai Fruit, believes that this strategy has led to a higher standard and better tasting fruit, resulting in better sales in non price-driven markets.
The Sint-Truiden based company exports Conference pears, Jonagored apples and is also active in berries. “We are preparing for the introduction of some relatively new apple varieties which we hope to start offering as of next season,” says De Gendt.
“Although we are expanding, the UK market currently only accounts for a small amount of sales compared to our other markets,” he explains. “However, we started up our operation towards the UK last year because people are looking for stronger quality brands, which is exactly what Nicobel, our own brand, is.”
De Gendt believes that the company’s location gives it an edge. “We are located in the heart of Haspengouw, Belgium’s main fruit producing region, so we have close contact with the growers,” he explains. “This enables us to keep a good eye on the quality of fresh fruit exported.”
Nicolai Fruit moved into its new offices, which enjoys improved cool storage facilities, last May. “Other advantages of our new premises include a state-of-the-art packing station that enables us to meet all client demands for special, even tailor made, packs with new stickers or specific designs,” De Gendt says.
Confidence is certainly running high among Belgian producers and exporters and they believe they have got the right products to make a difference.
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