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"Quickly taken and energetic decisions assist the fruitgrowing sector"

Merger Borgloon and BelOrta increases market share soft fruit 605

On Thursday, 26th of July the merger plans of Veiling BelOrta and Borgloon were announced. According to general director Jos Craemers and chairman Pierre Vrancken of Veiling Borgloon a much closer cooperation in the Belgian auction sector has been desirable for a long time. They both mention this in the publication of Veiling Borgloon: EuroNews.

"In the new BelOrta the marketing and sales organization of the complete fruit assortment will be managed from Borgloon. By realizing this cooperation both parties has a market share of more than 25% of strawberries, 35% of pears and not less than 60% of soft fruit. "The Eburon brand will remain the most important quality label for fruit.

Ready Middle of December
"The advantages of scale of a merger like this will decrease expenses and for the grower decrease the level of expenses by 20 to 40%. "The financial character of both BelOrta and Veiling Borgloon will remain essential for the future cooperation, according to the chairman and director. "At the moment the merger committee is working hard to realize all formal and administrative matters and to arrange operational optimalizations. They hope to be ready in the middle of December. This has already raised a lot of dust in the sector. Too much speculation has been going on for too long. Only quickly taken and energetic decisions can assist in the move forward for the fruit sector." The gentlemen also mention that Veiling BelOrta want to cooperate as well in a project that will give Jonagold a new future.


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