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"Filip Lowette: "New Jonagold is easy match for Pink Lady"

BFV brings back new improved Jonagold

On 10 December the Belgian Fruitveiling BFV introduced a new concept in the marketing of Jonagold. Firstly, they cooperated with two other fruit auction houses. The idea was to re-introduce the main apple variety into the top segment of the local market. Because of the difference in strategy the cooperation project was brought to an end so BFV went solo and took over command in order to give the trade in Jonagold a new spirit. The variety has had image problems for years now, but is still the most eaten apple in Belgium.

Filip Lowette, director BFV

A choice was made by BFV from the various types of the Jonagold. These are subdivided into a group of red Jonagolds (Jonaplus) and a group of the classic green-red mutations (Truval Classic). "In this new approach the basic principle is that we can offer our clients a uniform product, which will regain its place in the area of quality in the top segment" Filip Lowette, director of BFV tells. BFV also desires a better price for the growers on the Jonagold project. The Jonagold had become undervalued. We are convinced that the new approach should make better marketing possible. We will introduce the Belgian market to the improved Jonagold."

Higher prices
On 10 December the first volumes were auctioned and the prices were very good. "It is clear that the trade is ready for good new concepts. The prices of the 'common' Jonagold to that of Truval Classic and Jonaplus varied from 40 cents to 1.05 Euro. For the best quality more than Euro 1.00 was paid, that was clearly an exception. 'The new Jonagold' can without a doubt be a match for Pink Lady. And also in the areas of presentation, display period and taste" Lowette says convincingly.

Three marketing groups
With this new approach BFV now has three marketing groups, namely Jonaplus, TRUVAL Classic an TRUVAL Standard. With Jonaplus there are the varieties Marnica, Vivista and Boerekamp. At the moment only 30% of the Jonagold supply is of these types, therefore BFV has arrived at a solution for the remaining ones. Especially King and Novajo. For these two a separate high quality segment is supplied: Truval Classic. On the packs of Jonaplus and Truval Classic is a QR-code via which one can go in a minute with a smart phone to a specially developed mini-website, These mini sites supply product information and the philosophy behind it. The cooperation between BFV and other Belgian auction houses will not be resumed for the time being. BFV, however, does cooperate with Fruitveiling Zuid Limburg in Margraten. Together they market the apple variety Joly Red. "Of those another 100,000 will also be planted again and we expect to market 4 to 5,000 tonnes next season."


The director tells that they auction about 4,000 to 5,000 tonnes of pears each week. 80% of our pears are meant for export, of which Russia is the main market. Also more pears are exported to China each year. At the moment about 10 containers per week go into the direction of South-East Asia, of which the larger part is destined for the Chinese mainland.

For more information:
Belgische Fruitveiling
82, Montenakenweg
B-3800 Sint-Truiden - Belgium
Tel: +32-11693411
Fax: +32-11685460

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