At Fruit Logistica, the REO Auction introduced its new leek packaging. There were several reasons for the introduction of the new box, including the buse of the Flandria brand. Paul Demyttenaere, CEO of the REO Auction, explains the reasons behind this new packaging. He emphasizes it was their responsibility as market leaders in leek to give direction.
"For leek, we have a difficult year behind us. As REO Auction, we are the point of reference on the European market with Flandria leek, both when it comes to quality and price. As market leader in Europe, you have to have the courage to take initiatives to turn the tide. During the past season, we noticed there were quite a few rivals ready to abuse the quality brand Flandria. They did this by reusing packaging (boxes), marketing lower quality produce in this recycled packaging at rock-bottom prices."
The idea behind the new packaging
So the REO Auction had to take action. "Making the packaging weaker to prevent reuse was not an option, because you'd run the risk that your quality product doesn't reach your customer in a proper manner. The challenge was a box where the brand wouldn't be dragged along with reuse. That was our starting point. Therefore we opted to put a sleeve in the middle of the box. The brand is also visible on the side, because of the special gaps in the box. The sleeve was developed in such a way that reuse isn't possible."
Quality demands
The other reasons for the introduction of new packaging is that the REO Auction wants to market Flandria even more prominently. "When it comes to quality, we also addressed several matters in close conjunction with our producers. As a West Flemish leek region, we want to keep distinguishing ourselves on the European market. Late last year, the decision was made to exclude certain summer varieties in the autumn. Shelf life tests at LAVA and the Flemish testing grounds showed that these leek varieties keep growing until they're in the final packaging. The REO Auction won't offer these leeks under Flandria quality anymore. We want to supply the same quality year-round: dark green and a bit slimmer. This is a better bet for us for the future than making a general call to grow fewer hectares of leeks. The objective for us remains getting the quality the consumer wants."
Paul is disappointed that these measures aren't supported by LAVA. "I am disappointed that under the difficult market circumstances we have seen, the collective Flemish auctions couldn't come to an unambiguous quality decision. This shouldn't prevent us as REO Auction to take our own responsibility though. On the export market, the introduction of our new box means, in any case, that as REO Auction we can propagate our message both when it comes to quality and packaging."
Responses positive
The packaging was introduced at Fruit Logistica. "The responses were very positive. At the moment, the new packaging is being tested in Spain. If these tests are successful, we will officially launch this new box globally mid-March. That's also a way we want to thwart cheaters. From the estimations of our actions against the abuse of Flandria packaging on the European market, we can already say that this cost the entire leek sector in Europe 5 to 7 cents per kg of supplied leek during the past season. This cannot be accepted by anyone! The entire sector is interested in malicious growers and traders being dealt with."
Responses positive
The packaging was introduced at Fruit Logistica. "The responses were very positive. At the moment, the new packaging is being tested in Spain. If these tests are successful, we will officially launch this new box globally mid-March. That's also a way we want to thwart cheaters. From the estimations of our actions against the abuse of Flandria packaging on the European market, we can already say that this cost the entire leek sector in Europe 5 to 7 cents per kg of supplied leek during the past season. This cannot be accepted by anyone! The entire sector is interested in malicious growers and traders being dealt with."
For more information:
REO Veiling
Oostnieuwkerksesteenweg 101
8800 Roeselare - Belgium
+32 51 23 12 11
www.reo.be
info@reo.be