Since last week, buyers have been able to enjoy the latest technology every day from 08:30 at BelOrta Borgloon. The fruit and vegetable auctioneers' brand new sales hall has been equipped with touchscreens, user-friendly keyboards and six clocks which indicate the prices at other auctions on the Belgian circuit. "The clock remains central to fruit sales", says Filip Fontaine, one of BelOrta's directors. "It guarantees our clients get the best prices." The venue was opened with great fanfare last week.
The new sales hall has six clocks
Like a pitbull
Invited growers and buyers were addressed by Inge Moors, Limburg Province's Deputy Minister of Agriculture, Borgloon's Mayor, Danny Deneuker, and Filip Fontaine. Inge Moors said the new sales hall "without a doubt, adds value to the sector". Mayor Deneuker, who worked closely with BelOrta to realise these new plans, said both of BelOrta's directors sometimes hung on his leg 'like a pitbull'. "But I think we can now say their plans succeeded." Filip Fontaine had to agree and said he considered it an honour to wear the 'pitbull' title.
Mayor Danny Deneuker addresses the hall
BelOrta Directors, Chris Depooter and Filip Fontaine
The grand opening
Inge Moors was given the honour of officially opening the sales hall. By connecting two plugs with each other, she got the clocks started. She, and Mayor Deneuker were the first to bid on the new system. There was also a walking dinner for the all the guests and a pleasant meeting took place between members of this sector.
Inge Moors and Filip Fontaine count down to when the clocks become operational
The Deputy Minister and the Mayor offer a high price: €89 for a basket of fruit and vegetables
Underfloor heating and a coffee bar
The new sales hall is all about comfort. Manager, Kris Jans: "Buyers sometimes spend hours at the sales hall. We want to ensure that they are completely comfortable." Adjusted lighting, underfloor heating and a good drinks service will make the sales sessions more bearable.
Inge Moors and Kris Jans
Order from home
Kris: "Here, buyers can buy simultaneously. That means they can bid on products at different Belgian auctions at the same time. It also does not matter where they are. They can even do so from the couch at home. An increasing number of people are doing this. Most still come here, especially soft fruit buyers who want to see, smell and touch the product." Kris emphasises the social aspect of the sales hall. "It is a central marketplace where colleagues come to talk to each other. In this way, they stay abreast of changes in the market."
An overview of BelOrta's products
BelOrta keeps growing
The new sales hall is part of a larger project. The company's office equipment has been modernised and the building of a 10 000 m2 packaging warehouse is planned for this year. This will be on the opposite side of the street. Kris: "The logistics system no longer works. We have grown rapidly and the current building has become too small for all our activities." Last year, about 100 apple and pear growers joined BelOrta.
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BelOrta