The new season of Tomeco's mini watermelons, known as Tomélons, will begin in about a month. "We expect the first harvest around week 25, after which we can offer them again until September. This year, for the first time, we will exceed the 2-hectare mark with our acreage," said Franky Van Looveren of Tomeco.
"Things are looking good," he continued. "We planted around three weeks ago, and the growth is progressing as planned. Now, they need another 4-5 weeks to mature, develop sugars, and then we can start again." The Tomélon project is a collaboration between Tomeco and Coöperatie Hoogstraten that began several years ago. "We started trials five years ago, followed by the first commercial planting four years ago. Since then, we have seen consistent growth every year. We started locally with a few shops and expanded nationally the following year. This year, we are further expanding with major Belgian retailers."
The company is committed to systematic growth. "We have deliberately kept growth controlled. It is a new product, so it is essential to maintain control over cultivation. We aim to scale up each year based on demand, and so far, we have been successful. Consumer demand has increased each year. We do not see the Tomélon as a competitor to imported melons but as a distinct product. Our advantages include the convenient size (1 to 1.5 kg), sweet taste, and minimal waste. This also leads to more consistent demand compared to imported melons, which are more affected by weather conditions. Even during a gloomy week, this type of melon is chosen more readily."
However, the biggest unique selling point, according to Franky, is the sustainability aspect. "This is becoming increasingly important to consumers. The Tomélon is grown locally on organic substrate with significantly lower water usage due to water recycling, far less than other varieties. This is something we are strongly committed to, and besides the great taste and convenience, it keeps consumers coming back. This focus has driven our growth in recent years."
Tomélon at harvest 2024
Will they look abroad next? "Well, with our tomatoes, we already supply customers in the Netherlands, Germany, France, as well as Spain and Italy. Of course, there is no competition in these last two countries, but we see great potential in Germany and France. Our sustainability story can help us stand out in these markets, alongside the convenience of our melon type. But for now, this is not a priority. As mentioned, we want to grow systematically, exploring opportunities step by step. We need to manage volumes carefully. In the future, we do not rule out international expansion, but for now, our focus remains on Belgium."
Even after five years, challenges remain. "I think maintaining consistency is the biggest challenge. Consumers always want the same melon, so it is up to us to ensure that consistency. We are learning every year. We must also balance production with sales. Melons naturally have a wave-like production pattern, so it is crucial for us to plan cultivation to ensure a consistent supply. If we anticipate a peak, we coordinate with retailers so they can launch a promotion. This planning is essential, and we are getting better at it each year," Franky concluded.
For more information:
Franky Van Looveren
Tomeco
+32 3 284 16 84
[email protected]
www.feelgoodtomatoes.com