"The kiwi berry season starts within two weeks. Although the berries are only available, for two months of the year, we see its popularity increase every year. Yet, for many consumers, this is still an unknown product", says Natalie Snijers of the Belgian company, the Hoogstraten Co-operative. "This year, we will continue marketing the kiwi berry. We have a new top seal packaging. On this, we emphasise that the kiwi berry belongs to the berry family, just like the blueberry."
The Hoogstraten Co-operative designed a new box that will be placed with retailers. Here, people can first taste the kiwi berry before they buy the product. They are doing this to introduce this fruit to consumers. "We want to make it clear to consumers that the innovative kiwi berry tastes very good. They are also healthy and super easy to eat. Various Belgian TV chefs have also experimented with this product. Besides eating it as is, kiwi berries can also be used in desserts such as ice cream or yoghurt," explains Natalie.
The Hoogstraten Cooperative has had kiwi berries in its assortment for eight years already. They have since become the largest supplier of this fruit in Europe. This year, 130.000 kg of kiwi berries are expected. Last year, because of the frost, there was only 50.000 kg. There is, therefore, still room for new opportunities. Belgium and the Netherlands, along with Germany, are the most important sales destinations. More and more lines are also being started to other destinations. These include Scandinavia, France, and even the Middle East.
A red-coloured kiwi berry variety
Growing kiwi berries is very labour intensive. It is, however, a very clean way of cultivation which uses hardly any pesticides. Unique to this method of cultivation is that the farmers share a lot of knowledge among themselves. Filip Debersaques of the University of Gent does a lot of research into these berries. He also coordinates the sharing of cultivation information. Kiwi berry trees take three years after being planted before they start producing fruit. It is also difficult to harvest these berries. Harvests depend on this fruit's brix level and seeds inside the berry.
The Hoogstraten Co-operative has been using an optical sorting machine since 2016. They use it to sort this fruit according to size and ripeness. "This machine allows us to be more efficient. This lengthens the shelf life of the product", says Natalie. "We hope even more people will get to know this great berry this year."
The optic sorter
For more information:
Natalie Snijers
Coöperatie Hoogstraten
59 Loenhoutseweg 59 (Kluis Z.1 - 1050)
2320 Hoogstraten, Belgium
+32 (0) 33 40 02 11