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Tony Derwael, chairman New Green:

"With pool system New Green better middle price than with other grower associations"

New Green is a young growers association from Borgloon, Belgium, specialized in top fruit and cherries. It has 55 members and was established by 22 fruit growers in 2008 in the region of Borgloon. In 2010 they worked 445 HA and produced 17 million kg. of fruit. Because of the insufficient number of members (less than the compulsory 40 which applies in Belgium) they had of necessity to work together with three others under the dome of Greenbow. Afterwards Greenbow was rejected by Europe and for two of the four this was fatal. The other two, amongst which New Green, continued independently.

At the beginning of 2011 there were 40 members and New Green received its European acknowledgement as a producers organization. New Green is established in the offices of the fruit company Derwael and Bel'Export in Borgloon.

Better middle price with pool system
According to Tony Derwael, chairman of New Green, the growers association has grown well since the start, also because of the implementation of the pool system. "We work with a voluntary pool system, with which we obtained a better average price during the last years. The system includes an advance after picking and a final settlement at the end of the selling season. We noticed that our way of doing this worked well and that because of this we receive a better average price than at fellow grower associations. The grower leaves the marketing entirely in the hands of New Green. We have therefore the production, the packing and the sales under our control" Derwael tells.

"In addition New Green is also co-founder of E-Wapa, an electronic selling system for top fruit. Via E-Wapa larger volumes of top fruit are offered at a moment, when there is demand. Only interested buyers react to a certain parcel and we obtain the maximum via selling by auction. Consequently more and more growers are interested in joining us and as New Green we have a larger volume. We are a stronger party on the market all the time," he concludes.

For more information:
New Green cvba
2, Neremstraat
3840 Borgloon - Belgium
Tel : +32 12 250 110
Fax : +32 12 456 724

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