In Holland and Belgium, people are preparing for the new strawberry season. The cold was responsible for some delays, but the products are now starting to hit the market. What are the expectations for the upcoming season and how do soft fruit specialists distinguish themselves from others?
Ton de Jong of Fruitmasters: “Consumption hasn’t been great yet, due to low temperatures. But we are confident.” One of the varieties put forward by the Dutch company this year is the Clery. On 8 March, the first batch of these strawberries was auctioned under the quality label Prestige. "Only the best strawberries are sold under Prestige, the brand that sets us apart. Prestige equals the highest quality and our customers know this."
Dutch auction Zaltbommel also tries its luck with the Clery. “Unfortunately this variety was underperforming because of the delayed Spring,” says Boudewijn van der Wal. “So far it hasn’t affected availability. We are also set to promote the Kwanza raspberry, a product we consider to be an excellent companion piece to the Suprimo strawberry.”
In total the market can look forward to five new strawberry varieties: Delicia, Solero, Diamond, Scarlet and Serena. In addition, Driscoll's is introducing a new raspberry, the Margarita and a new blackberry, the Victoria.
The Belgian auction Hoogstraten thinks the delays aren’t serious: “At the moment, we’re even ahead a little,” beams Jan Engelen. “Although I should add that our copious supply is backed by an increased acreage. Prices, however, are just about as sunny as the weather.” As far as promotional activities are concerned, Hoogstraten isn’t playing quiet. “We attended the Pinkpop music festival this year, selling strawberries. We’ll also be promoting the product to school children.”
M.deDeugd@fruitmasters.nl
B.vanderWal@veiling-zaltbommel.nl
mpulles@driscolls.eu
jan.engelen@in-co.be
thoelen.m@eburon.be
s.labots@thegreenery.com