A panel discussion was held during about the morning presentations at the European Vegetable Strategies in Brussels. The topic was what influence the current and future demand has on the European vegetable sector. The speakers during the session were Filip Fontaine of BelOrta, Enrique de los Rios of the Spanish company Unica and Andrew Burgess of Produce World.
Closer collaboration with retail
Filip Fontaine emphasised that it is important to communicate with consumers. "We as BelOrta have a new product every two weeks this year. This is mainly the case for tomatoes. Because the prices aren't brilliant we have to look for new products to provide added value. Of course, the product assortment then grows, but we can explain that to the consumer." He indicated that growers are still facing difficulties, but the BelOrta offers a lot of support. "Contact with retailers is also very important, to make clear price arrangements. Communication with retail will be more central for us for the next while and we will mainly work more intensively on the message that they are sending the consumer. We will also research the market and find out what trends can be discovered. BelOrta doesn't just want to be a vegetable supplier, we want to become a market specialist."
Difficult to put a brand in the market
Andrew Burgess of Produce World agreed with this. "We shouldn't wait and see whether retailers will communicate, they can't focus on each separate product. "Growers have to work at it themselves and invest in marketing and communication." He believes it is hard for growers to put a brand in the market. "Almost everything is sold under a private label. It is a challenge to bring out a new brand. But we certainly will and we are investing in communication, quality and new products."
Filip Fontaine (BelOrta), Enrique de los Rios (Unica) and Andrew Burgess (Produce World)
Chances in the middle segment
Enrique de los Rios of Unica confirmed that it is difficult to bring out a new brand between private labels. "There is a lot of competition. But I can see chances to put new brands in the middle segment of the market. There are larger volumes here than in the premium or discount market. You will definitely get in there is a clear market strategy, although price remains important with this segment. It is important to get to know the market well first and then to serve it well. The market decides what happens in the end."