On Wednesday June 24th the first Hoogstraten cherries were sold at Veiling Hoogstraten. Producer Joris Christiaenen introduced the first 300 kg of 'Bellise' cherries. 'Puur Aardbei' from Minderhout (with manger Jan Van Alphen) was the first company to buy the cherries; they bought them for €7/kg.
"These cherries will be sold in 'het Zuid' (a neighbourhood in Antwerp)," says Jan Van Alphen. "A perfect complement to the Hoogstraten strawberries!" Producer Joris Christiaenen started planting cherries 3 years ago (7 acres, 5 of which are in production this year). After blooming this year the plantation was completely covered with nets and plastic. In order to prevent the entire plantation from being ready at the same time, they chose to plant several different varieties. This way production can be spread out over +/- 5 weeks.
Ten acres
Ten acres
Veiling Hoogstraten expects to sell 5 tons of cherries this year. A modest beginning, but at least the trend has been set. Two other Veiling Hoogstraten producers have also started planting protected cherries (10 acres total, 5 of which are in production). Veiling Hoogstraten hopes to quickly grow into a major player in the protected cherry market in Northern Europe. Along with strawberries, kiwi-berries and other soft fruit, cherries make a nice addition to the Hoogstraten family. As of now the cherries are not being directly sold to the market, but instead they are first being mediated.
"The Hoogstraten cherries are being grown under protection. As a result, the fruit can be harvested ripe and they are immediately full of flavour. The quality is guaranteed across the board. The Hoogstraten label guarantees this. The different types of cherries ensure the supply is spread out, with the early varieties available in June and the later varieties available in July."
For more information:
Jan Engelen
Veiling Hoogstraten
Loenhoutseweg 59
Hoogstraten - België
Tel: +32 3 3400233
Fax: +32 3 3147844
www.hoogstraten.eu