“We at Delhaize think it’s important to offer fruit and vegetables from Belgium as much as possible. Besides, we follow the seasons as much as possible. We have noticed that our customers appreciate this. For example, we offer Spanish strawberries for a while in January, when domestic production is too low. Right now there’s a group who would prefer Belgian ones, and are willing to pay for that. You can tell Belgians are also chauvinistic because of that. They like Belgian products, and are happy when the first Primeurs arrive again.”
No stone fruit in winter
During the opening of the season at Coöperatie Hoogstraten, Gaëlle Devos, Delhaize’s fruit and vegetable buyer, emphasised the importance of domestic produce. “If quality and volume are sufficient, we always choose Belgian fruit and vegetables. We do not offer everything throughout the year, and decide per product whether we’ll import it or not. For example, we do not offer stone fruit in winter. We know hardly any of our customers buy it, and it’s not a sustainable decision to offer it at that moment. Around Christmas we order various exotics and specialities, because there’s a demand for it. But as soon as that’s over, we take the products form the assortment again. We want to honour the seasons as much as possible. At that moment, the product just tastes best, and it doesn’t make sense to offer something for too long a time.”
Gaëlle Devos bought the first strawberries from Hoogstraten last week.
Spring onions
Gaëlle continues: “It is noticeable that our customers don’t think Belgian origin is important for all fruit and vegetables. For example, they prefer domestic produce when it concerns fruit vegetables, top fruit, soft fruit and asparagus. But spring onions, for example, they don’t mind if it’s from another country such as the Netherlands or Germany.”
Local
Soon, Delhaize will offer regional strawberries and other regional Belgian products. “Many people are attracted to Belgian produce, but they often find regional even more interesting. Products then come from a producer from the region, so quality and freshness is guaranteed. We have to further organise this, because, logistically speaking, it is a difficult feat. But we are working on it!”