Belgium: StarMeal focuses on France, Netherlands and Germany
His fresh produce company StarMeal became a huge success. “I started making 200 healthy meals a day. I wanted to market these under an appealing brand. Someone who eats our products, I figured, should feel like a star. The StarMeal concept fits perfectly into this idea and therefore I purchased the label. There was just a tremendous growth visible in private label products, everybody was into it. That is why I wanted to distinguish myself. So with four employees, we began to experiment with different flavours, trying to make the best salads in the country. Eventually we attended a famous festival in Belgium, one that usually only offered fast foods. People responded very well to the fact that we sold fresh salads. After that, retailers started calling and the rest is history.”
In 2007, the University of Leuven confirmed the company’s claims: their salads were indeed the healthiest in Belgium. Word-to-mouth did wonders for the company, which was able to rise to fame quickly. Internationally however, things proved more difficult.
“In the Netherlands, we didn’t do so well,” says Lieven. “But we keep going. We focus increasingly on international markets. Right now that means the Netherlands, France and Germany. In the Netherlands, we have chosen the Jumbo supermarkets as our prime outlet. We felt an immediate rapport. Starting April, our products are to be found on their shelves. France is also doing very well. Our turnover there is about 35%. They want pure quality and responded enthusiastically when someone was able to deliver quality products with taste. It fits perfectly in the French culture. From 2014, we want to focus on Germany.” Lieven emphasizes that they have become more selective in terms of customers over the years. "We really have to think carefully about who we choose as our partners. Everything must be done gradually and not too fast. We have become more selective over the years."
www.starmeal.be
