"Bizarre that this was never in stores before," is the reaction from consumers to the new concept by Lathouwers. This company introduced a Belgian endive salad to the market at the end of June 2015. "Belgian endive is seen by many as a winter vegetable, and we want to present it in a new way. Belgian endive is delicious in summer as a salad," Johan Stevens of Lathouwers says enthusiastically. "Conveying that message to the consumer is one of our biggest challenges. We sell Belgian endive and potatoes. These products often have a quiet period in the summer months, and we want to change that."
Available at Colruyt
"The concept sounds simple, but it has definitely taken a lot of preparation, time and investments," he goes on to say. "The product is currently available at Colruyt, and the responses are very positive. We are very curious to see how this will develop further, but we have a good feeling about it. In the short term, we want to supply to multiple stores, and in future possibly to other retailers as well."
Belgian endive stays white
Until now, cut Belgian endive was never available in Belgium or the Netherlands. "Even though demand for cut products is increasing. We looked into the question why Belgian endive salad didn't exist yet. Together with the people at Verstegen Belgium, we reached a solution. The product can retain its white colour for at least seven days now. The Belgian endive is cut and packaged in our production department. By processing the product quickly, we can prevent oxidation. That way, the product retains its original state longer. So it is definitely possible."
Refined
The Belgian endive sector has gone through a difficult time. "That's also why we wanted to start presenting it as a summer vegetable. These days, the consumer is also increasingly looking for convenience, and more processed products. We wanted to respond to these trends by offering the product in a refined and new manner. Cooking should be fast, tasty and healthy, and we want to contribute to that."
Deli D'or is is a Lathouwers & Co BVBA brand
For more information:
Lathouwers & Co BVBA
Veilinglaan 39, Wolvertem (Meise)
Tel: +32(0)52/39.79.00
www.delidor.eu
info@delidor.eu