“During high season up to 18 types of tomatoes on shelves”

When it comes to potatoes, fruits and vegetables, Colruyt Group thinks it is important that there is a daily fresh supply. Jan Schockaert, department manager for fruits and vegetables with Colruyt, said this during the Tomato Conference in Antwerpen mid-April. He indicated that tomatoes are an important vegetable within the total fresh produce assortment. 

“The volume of tomatoes within the fresh produce assortment is good for 3.13%,” Jan said. “Within vegetables it is even nearly 5%. Regarding sales, the share of tomatoes within vegetables is good for 13.02%.” Compared to the 1980s the assortment of tomatoes at Colruyt has become much broader. “In 1990 we had an average of 7 references, and now we have an average of 13. During the high season this can even increase to 18. The diversity on the shelves has risen sharply, but has been fairly stable during the last five years. The volumes of smaller tomatoes have risen in recent years compared to those of larger tomatoes. The relation of large/small tomatoes is currently about 75/25. In terms of turnover it is notable that this is 50/50, so the smaller ones are more profitable.”

“The Belgian production has a preference on our shelves,” according to Schockaert. “As for developments, I have determined that more and more innovations are made regarding flavour. Besides, price is becoming less important to customers. People want to pay for value. I expect that in the future even more attention will go to health, sustainability and flavour. The focus will be on enjoyment. I hereby invite parties to work together for a market-oriented supply as well.”

Jan Schockaert also made a separate comment about illuminated cultivation. “Growers need to be careful that this does not go too quickly and becomes too much. The market must not become oversaturated.”