With its bright pink color, the En’Diva packaging definitely catches the eyes. For chicory sales, this is very important, explains Alban Descamps, commercial representative at En’Diva. “The chicory is very sensitive to light, so it must be protected from it in its packaging. The packaging must be striking, or else no one will buy the product.” The En’Diva packaging was created eight years ago. “With this package, we wanted to highlight the feminine aspect of the chicory.”
The average household is smaller than before. En’Diva responded to this change by adapting the portions of its pre-packed products. The smallest package contains 17.6 ounces of chicory. According to Alban, the market share of pre-packed products is growing, while that of the products in bulk decreases year after year.
Alban Descamps and Stéphane Baudin, commercial associates
Price vs Local
Although consumers are turning more and more to local products, the price remains an important factor. “Those who attach great value to local products buy directly from the producer. The other consumers seem attached to the French origin, but it is not enough. The Belgians might sell 50% cheaper but they sell more. Our goal is therefore to offer a beautiful product at an affordable price.”
A vegetable for old people
Alban explains that there are still some challenges to be met regarding the amount of chicory consumed. “The chicory suffers from a negative image. Too many consumers are haunted by memories of the school cafeteria and do not eat chicory at all. It is often called a ‘vegetable for old people’, despite the fact that it presents so many qualities for modern life. It takes no time to prepare and is good for the health.”
In recent years, many chicory derivatives have been developed to attract more consumers and promote the En’Diva brand. One of these derivatives is the Carmine variety, with its ribbed red leaves and pommel shape. “Originally, the Carmine was developed to revive the chicory campaign in the spring. Today, it is offered all year round and is very popular for Christmas meals.”
A more recent development is the sale of young shoots. “These young shoots attract another type of customer. They are sweeter than other varieties and can be eaten in small portions. They are an ideal snack.”
En’Diva is the union of 8 chicory producers and 2 commercial associates. It was created in 2001, and today, it sells approximately 15,000 tons per year.
En'Diva will be present at the Fruit Logistica fair: Hall 22, E-10.