From a brand created to defeat the chicory and tomato crisis to one of the largest brands for fresh vegetables in Europe. It's clear that Flandria has had a success story over 20 years. Now the brand includes over 60 products, worth over 600,000 tonnes of product.
1995: start!
An over production of chicory and tomatoes on the European market in combination with a bulk product that was hard to distinguish from competing production areas. These were the triggers for a number of Belgian auctions, united within the LAVA cooperation, to start a communal brand for chicory and tomatoes in 1995. The focus of the specifications was of a superior quality, environmental awareness, traceability and the typical character of family companies. Flandria became a forerunner on the market with specification that were both externally controlled and certified. Flandria was born and had to offer a clear divide compared to the plentiful bulk product. Through its own logo and striking look and feel the Flandria products became recognisable.
There was a special Flandria party during Fruit Logistica. At the end of the photo report there are photos of the event.
1995 - 2005: the growth years
Flandria soon evolved into a set value in the European fruit and vegetable trade. Because there is so much variation within the tomato assortment, a segmentation was immediately worked out for the tomatoes. This way customers could easily find the most suitable size. Besides the division between loose and vine tomatoes, Flandria also offered definition in shape, flavour, size and applications. The Flandria family also extended quickly, in which each product received its own specifications. An extra hygiene code was also absorbed into the specifications. It brings attention to personal hygiene, pets, buildings and maintenance.
2005 - 2015: Flandria grows up
Over the last ten years the area around Flandria has evolved strongly. This also had a large impact on Flandria's relationship compared to other systems and specifications. External specifications for the production condition were accepted, which met demands from the market. Think of the sector guide for plant products, as well as IKKB, QS and GlobalGAP. Accepting these external specification lead to better access to the international markets. Finally, the specifications were refined even more. The product specifications now also include guidelines on quality, sorting and packaging.
There was a special Flandria party during Fruit Logistica. At the end of the photo report there are photos of the event.
2012: From environmentally aware to sustainable
Flandria specification widely considered the environment from the start. This was visible in the Flandria logo, in which a green arch with a butterfly pointed to the Milieubewuste Teelt (Environmentally Conscious Cultivation). In 2012 Flandria switched to a sustainable brand, in which well being and prosperity are also given the necessary attention besides environment. The new collective label, 'Responsibly Fresh' therefore works around four corner stones: low impact, biodiversity, proximity and food frugality. What is also important is that this label isn't a snapshot, time is also a factor. This makes 'Responsibly Fresh' and therefore Flandria, a label that evolves with time.
Now: a player on the global market
Belgium represents 4% of the production value of fresh vegetables in the EU-15. By concentrating the supply of all individual companies through the participating auctions, international customers can go to Belgium for a large package of quality products within the Flandria brand. This immediately responds to the need for 'reliability'. Flandria also continues to score in the area of quality. The 3,000 family companies are very involved in their company. This immediately forms a guarantee for great quality with a flexibility service and customisation.
The fact that Flandria products are produced in the heart of Europe also respond to the demand for products from the region. Flanders is close to densely populated consumer regions, which means few food kilometres are needed to get to the shop. The result: ultra fresh products, limited transport costs and a sustainable choice.
Flandria: facts & figures
• Flandria was founded by the cooperation LAVA cvba.
• Participating auctions:
o BelOrta, Sint-Katelijne-Waver
o REO-Veiling, Roeselare
o Veiling Hoogstraten, Hoogstraten
o Limburgse Tuinbouwveiling, Herk-De-Stad
• More than 600,000 tonnes of Flandria product is commercialised each year, worth an assortment of over 60 different products. The top 10:
o Vine tomatoes: 125,000,000 kg
o Loose tomatoes: 120,000,000 kg
o Cucumbers: 160,000,000 pieces
o Lettuce: 90,000.000 pieces
o Leek: 77,000,000 kg
o Chicory: 50,000,000 kg
o Peppers: 46,300,000 kg
o Courgette: 47,000,000 pieces
o Tomato specialities: 35,000,000 kg
o Aubergine: 11,300.000 kg
• Total turnover of all Flandria products: 641,600,000 € (value 2014)
• All active producers: 3,000
www.flandria.be