Wholesaler Vandendriessche has specialized in top fruit since 1957, and over time soft fruit was added to that as well. Owner Philippe Vandendriessche notes that the number of apple varieties has increased immensely over the years. "There's a lot of choice now. It's remarkable that people are willing to pay a Euro for a club variety like Pink Lady, but if you were to ask that for an 'ordinary' Jonagold, customers would say you're crazy."
Fun trade
Philippe works together with his parents at the wholesale market in Kortrijk (Heule). The market days are Monday, Wednesday and Friday. On the other days, the trader makes purchases in the Haspengouw fruit region and from other suppliers. Vandendriessche notes that he himself chose to include soft fruit in the product range as well. "Soft fruit is still a really fun trade. There are many price fluctuations, while in apples and pears things are a bit more stable, particularly with club varieties. On the other hand, soft fruit is a delicate product, so it needs to be treated with great care."
Philippe Vandendriessche (right) and his mother Nicole Vanoutte.
Not necessarily Belgian
The consumption of top fruit has changed compared to the past. "It used to be that consumers bought three kilos of Jonagold, that hardly happens now. Now people go shopping for fruit more often, but they buy smaller numbers. The consumer expects the product to be perfect, and that's what we aim for." So Vandendriessche makes sure he has the best quality products. "We partly work with 'permanent' growers, and also collect products from auctions in Belgium and the Netherlands. We notice that for our clients, it doesn't necessarily have to always be Belgian produce. Although a brand like Tomabel is very popular in the region." Vandendriessche supplies to market traders and small retailers, mainly in West Flanders.
Wholesale not needed anymore
The wholesale market used to be at the Veemarkt in Kortrijk, but it was moved in 1986. Vandendriessche is happy about the location, but does note that the number of traders has decreased strongly over the years. Philippe thinks he represents the last generation of wholesalers. "Every year, the number of empty places increases, we have to be realistic. The number of small retailers is going down, and they are increasingly replaced by supermarkets that purchased directly. Ultimately, wholesale won't be necessary anymore, as sad as that may be."
Future
Philippe expects that his revenue will remain stable in the coming years. The trader is happy with his profession. "The work is very nice, every day is different. I meet a lot of people and constantly have new challenges to work with. It's still a rather lively trade in Kortrijk, only the number of growers is spread out too much. It would be better if they could be gathered together in a row in front of our warehouses." He looks to the near future with optimism. "It would be nice if everyone in the chain would keep making money. In addition, I think we as a sector should keep investing in quality, not in quantity."
Belgium
Tel: +32(0)56 257304
Gsm: +32(0)476 543722
Fax: +32(0)56 257804
Tel: +32(0)56 257304
Gsm: +32(0)476 543722
Fax: +32(0)56 257804
