Specialities are rising in the greenhouse vegetable assortment. This trend was started years ago, but is also translating itself into an increasing area for these products. Leen Guffens from the Belgian organisation VLAM talked to us about the developments in the greenhouse vegetable sector and the opportunities offered by the German market. “Specialities are managing to achieve gains in all categories,” Leen summarises the figures. “Producers see a wonderful future in these products, in part because consumers are asking for them as well.”
Due to investments in illuminated cultivation, the Belgian auctions can supply year-round product of Belgian origin. That offers opportunities for the German market. “Because of that, we can extend the season. That’s convenient for trade, but consumers also want year-round availability of basic products.” To put Belgian products on the map more internationally, VLAM dedicates itself to promotion via three pillars. Firstly, through their presence at international fairs. Secondly, B2B actions are put on as well. “And we also try to remain present in Germany through specialist journals and to communicate about our products and seasons,” Leen says. “Besides, we have agreements with retailers to put the products in the spotlight more. Just as the Netherlands, Belgium is a nearby supplier for the German market, and that’s good for the freshness of the products.”
Vine tomatoes losing ground
Compared to the trend that was started some years ago, and for which loose tomatoes lost area in favour of vine tomatoes, that development has turned around in the past two years. For the second year in a row, vine tomatoes are losing area surface. “We see a small increase in area for tomatoes compared to last year,” Leen explains. “Remarkably, loose tomatoes are growing again, after we’ve seen quite a rise in vine tomatoes for a number of years.”
Vine tomatoes have conquered a permanent spot on the market, and the area therefore appears to be stabilising. The top segment of the products is marketed under the Flandria brand. The tomatoes under this label are divided into various segments, depending on the usage. “There are too many varieties to communicate about. That’s why we group a number of varieties within recognisable segments. That’s translated into uses of the tomatoes for the consumer.”
Beefsteak tomatoes increasing
“In loose tomatoes, beefsteak tomatoes are very much in demand,” Leen continues. “Especially the Barons, a large, firm beefsteak tomato, is doing well.” This beefsteak tomato had its area increase by 38 per cent. Last year, the tomato was grown on a 45.5-hectare area, this year the variety can be found growing on 63 hectares. “That’s a significant increase. It’s quite a typically Belgian product.” Other growers within loose tomatoes are the specialities. That area increased from 60 to 77 hectares, an increase of 29 per cent. “Consumers are looking for more variation, as evidenced by these figures. The market is evolving to a diverse supply, and producers are responding to that.” This evolution results in the regular, round Prince tomato losing market share.
With a decrease from 237 hectares to 231 hectares, the decrease in the vine tomato area is limited. The shrinkage is, however, a confirmation of the decreasing trend that was started last year. Within vine tomatoes, the share of specialities is increasing as well. The area is growing from 53 to 58 hectares. A remarkable grower in that segment is the Prunella tomato, an elongated Roma vine tomato. “All combined, we have about 130 hectares of specialities,” Leen calculates the rise of this segment.
Considerable growth in bell pepper specialities
The bell pepper cultivation is showing a similar trend. The area is increasing from 162 to 178 hectares. “That’s an increase of nine per cent. The bell pepper cultivation is doing very well in Belgium.” With 55.4 per cent of production, red bell peppers still have the largest market share. That amounts to 98 hectares. The areas for green and yellow are practically the same around 18 per cent. The orange bell pepper represents 2.3 per cent of the area, making it the smallest. A grower within bell peppers is the specialities. This category has a share of 5.4 per cent within the area.
“We have seen a considerable growth in specialities, from 5.8 to 9.7 hectares,” Leen says. “Especially the sweet, pointed pepper is on the rise.” The bell pepper has acquired a permanent spot on the market by now. “The blocked pepper is still the standard, but the sweet, pointed is offered as an alternative.” Despite this firm basis on the market, volume is still limited. That’s why the sweet pointed peppers are still counted as a speciality. “A newcomer is the Lamuyo, a large, blocked bell pepper that will be on the market from spring,” Leen continues. This large bell pepper is well-known in Italy, but it’s a speciality in Belgium.
The market for aubergines and cucumbers is barely changing. The area for aubergines is stable with 23.5 hectares. By far the largest part of that is taken up by the traditional, purple aubergine. The cucumber area is showing a slight increase of four per cent and amounts to 296 hectares.
More information:
VLAM
Leen Guffens