Up until two years ago, Fruitpartners Blom from Deil, the Netherlands, exported nearly half of its fruit to the Russian market. When the boycott was implemented at the start of the top fruit season, a shift had to be made quickly. By turning to the German and, more importantly, the domestic market, the company managed to keep its sales. “In coming years, we are going to focus even more on sales to supermarkets,” says Aart Blom. The company’s procedure changed significantly because of this. For example, a significant number of machines has been purchased in order to supply the apples and pears in their desired packaging.
Green, smooth pears
“We are facing yet another new season. This year’s advantage is that the quality is incredibly good, I do not think we have had such a good harvest in years. We had plenty of water, resulting in beautifully green and smooth Conference pears. We are lucky that we can go in many directions with the pears. Furthermore, we can supply the pears year-round. We currently still have some beautiful Conference pears from North Holland from our stores. The climate in the Benelux for the cultivation of pears is unique by European standards.”
Pears from the old harvest
The situation in the apple market is different, according to Blom. “Polish apple cultivation grew significantly thanks to subsidies from Brussels, and it has become difficult for strains similar to Jonagold apples. We manage to sell Elstar quite well on the domestic market, but export is becoming more difficult. By now, Germany is self-supporting, we can supply them for the first ten days of the season, and then they shift to their own production. And Scandinavia is supplied mostly by Poland.”
Unexpected boycott
In retrospect, Blom does not blame himself for being too reliant on Russia. “It was a growing market. Russian supermarkets started buying from us directly, without using importers, and economically speaking it was also going well. I did not see the boycott coming at all. I am mostly surprised by how the sector is having the bad situation wash over them. Cultivators are complaining, but life goes on. An enormous fruit production was started in Poland with European subsidies, and we are just letting it happen, while market gardeners are supposed to earn a living with fruit trading.”
“I am pleased we managed to shift to retail. Large volumes can be sold to supermarkets, and we can definitely enter into decent agreements with them. Supermarkets expressly need a partner who thinks along with them. They want to be clearly informed. In order to supply supermarkets it is very important to record the correct strains, from the early to the late ones. That is when my background in cultivation comes in handy,” Blom explains.
It has obviously not escaped Blom that supermarkets are entering into agreements with environmental organisations. “What surprises me is that this has already been decided for the sector, rather than a conversation taking place. They can want this all they wish, but it has to be manageable cultivation-wise. And Dutch fruit cultivators are already working incredibly cleanly, without pesticides. Comparing with cultivation abroad, it can be surprising how high standards are in the Netherlands,” Blom says. He currently does not supply organic fruit yet, but he can see demand increasing.
Cherries from the Betuwe
The company is also promoting cherries from the Betuwe. Blom, a cultivator’s son, has access to a covered cherry orchard of 20 hectares. “We used to have a calm period at the end of the top fruit season, but that is no longer the case. It has been a journey of discovery to get the cherries to retail in the correct manner, but we learned much, and we are delighted with an increasing demand. By now, 90 per cent of our cherries are sent to Dutch supermarkets. Besides our own cultivation, we also buy additional products from cultivators, auctions and other business houses. I do all purchases personally, and therefore know exactly which cherries I am buying.”
“We are fully dedicated to promoting our cherries from the Betuwe. This year I even appeared on the television programme Business Class. Furthermore, we organised the Open Cherry Days on 30 - 31 July, and many people visited those days,” Blom explains. The cherry season is over by now. “It all has to happen within a few short weeks. Weather conditions were perhaps not ideal, but volumes were good and we had plenty of sales. However, I do think prices for certain strains could, at times, be a bit higher at auction. We are looking forward to the challenge to deliver even more delicious cherries to consumers in coming years.”
For more information:
Fruitpartners Blom
Hooiweg 16a
4158 LE Deil