Hoogstraten is more than a strawberry auction

Hoogstraten Auction is known as the 'strawberry auction'. But in recent years new types of fruit have been added. "We are always looking for products that fit into our assortment," says Natalie Snijers. "We presented the kiwi berry a number of years ago and we had cherries for the first time this season. We now also offer blueberries and may add more soft fruit varieties over the next few years."

Cherry season
The first cherry season was satisfactory. "In total, we were able to offer around 5,000 kilos of various common varieties including Kordia, Berlise, Samba and Sabrina. The median price was five Euro per kilo, which is a good price. As far as volume is concerned it is a humble start, but the trend has been set. We started with one grower, but now two other Hoogstraten Auction producers have started planting cherries under protection. We believe it's important that everything is covered. It's a must in cherries if you want to harvest a high quality product. The cherries were sold 'loose' in boxes this year. We might introduce a fun consumer packaging for next year."

Kiwi berries
Hoogstraten expects the first kiwi berries at the start of September. "Last year we had around 70 tonnes and now the production (including industry) is estimated around 110 tonnes." She indicates that the kiwi berry cultivation is quite slow. "Trees only start to give a bit of production after the third year and don't have a full output until they are six. There were plantings up to last year, so we are getting more production systematically each year."

German demand is growing
The kiwi berries are sold to all Belgian retailers. "We have also been supplying to Germany for a number of years and they are becoming an increasingly important partner. The demand for kiwi berries is growing quickly there." When asked if the production covers the demand when it is good, she is positive. "Everyone knows that the kiwi berry is only available for a short period and this makes it unique. It is also a relatively expensive product." With the special shaker packaging, Hoogstraten is playing into snacking and convenience. "There is an enthusiastic response to this. The moment of consumption is important. We have to inform the consumer that not all berries can be eaten at the same time. Normally, with strawberries or blueberries, this is the case."

The kiwi berry comes from 20 hectares and 25 growers. Hoogstraten collects the product from various cooperations: CLTV Zundert (NL), BelOrta, Fruit auction Zuid-Limburg (NL), REO Auction, Haspengouw Auction and of course, Hoogstraten Auction.

For more information:
Natalie Snijers
Veiling Hoogstraten
Loenhoutseweg 59
Hoogstraten - Belgium
Tel: +32 3 3400233
Fax: +32 3 3147844
www.hoogstraten.eu