"REO Veiling: "Sales of cabbage will increase by more active market approach"
'Kool is Cool' working towards bigger consumption of cabbage
Cabbage at REO Veiling
In preparation of 'Kool is Cool' Agro-Expo organized, back in September, a unique series of company visits in West Flanders each month in cooperation with working group horticulture consisting of experts in Veiling REO, INGRO, INAGRO and Boerenbond. They met on 9 January with the sales and consumption of fresh cabbage plants at REO Veiling. A guided tour was organized and Commercial Director Dominiek Keersebilck gave a presentation about REO Veiling and the sales of cabbage.
During the guided tour products were delivered by growers and Dominiek explained how everything is being done. REO Veiling finds it of importance to submit questions from the market to the growers and this is, amongst other forms, communicated by means of a screen at the delivery platform. One of the growers, who submitted products this day, was Bart Roose from Veurne. He works an area of 35 HA of leeks and 25 HA of red and white cabbage. The products were supplied in various packings at the request of the client. According to Dominiek a substantial change occurred in this during the last years. "Previously every thing was still put in 'stiff EPS-cases', now there are a lot more packing possibilities. We now move round about 40 million packages per annum from 1150 active growers. The number of growers is still rather high, but it is expected that they will decrease in number during the following ten years without any less packing being delivered; they become bigger and growers become managers."
Grower Bart Roose from Veurne
Selling systems
In the area of E-mediation (Long term sales) and pre-sales (previous day sales) REO Veiling is developing them full time. 80% of the lettuce is sold through pre-sales. In the future we will invest further in modern selling systems. In addition many buyers enjoy being in the auction hall, the ambience and market bustle, which is present are exciting."
Quality control at REO-Veiling
The REO Veiling has 1150 active producers. According to Dominiek, a movement has become clear during the last few years with regards to the supply of products. "Leeks are still the most important product, but some times other products change their share annually." In addition to various figures the commercial director also discussed the importance of the supermarket, the trends in fruit and vegetables and the various export destinations. "It is striking that more sales countries have been added. Our basic markets are France and Germany, but we do notice growth in Russia, Eastern Europe and third world countries. At the moment the share of exports is 60% and this will certainly increase during the coming years."
Decreasing consumption
As far as cabbage is concerned it is clear that the consumption of the various cabbage varieties is decreasing. "Therefore, some work is required, especially locally. We see new possibilities for various cabbage varieties to the Eastern Block. REO Veiling plays its part in the decreasing consumption by taking distance from standard sales and to offer various systems, such as pre-selling and weekly mediation. Companies can also enter into seasonal arrangements and obtain products in special packaging with a specific processing methods. With white and red cabbage it is clear that there is more and more demand for smaller sizes, therefore we offer those. Products are also available under the hallmark Tomabel and Fine Fleur. We will go after an even more active market approach in order to increase fruit and vegetable consumption. From research it is clear that people want to live healthier lives and consequently there are opportunities!"
For more information:
www.agro-expo.be
www.reo.be
