In 2019 BelOrta reached a product turnover of €451 million. That is slightly higher than the 2018 result (+0,3%). It is also the highest ever result for the Belgian cooperative. This cooperative has branches in Sint-Katelijne-Waver, Borgloon, and Zellik.
Last year, they moved 671 million units of fruit and vegetables. That works out to 502 million kg. With this, BelOrta clocked a record, when it comes to volume, too. There are, however, very different results per product for 2019.
Fruit and vegetables are - in contrast to many other consumer goods - a climate-reliant product. Weather conditions, of course, also pose inherent challenges.
Vegetable portfolio expanded
"The weather put us to the test on the vegetable sides of things," says Philippe Appeltans, BelOrta's General Director. "There was cold, unpredictable weather in the spring. That led to a weak start for both production and consumption figures for 2019."
"Then there were hot, dry conditions later in the year. That resulted in lower production as well as irregular product availability. This was especially true for full soil vegetables."
"A positive side to this was the strong consumer demand for fruit-vegetables in the summer. These included tomatoes, aubergines, and cucumbers. This last summer occasionally reached tropical temperatures," Phillipe says.
BelOrta now has an assortment of more than 140 locally cultivated herbs and vegetables. In 2019, different varieties and concepts were also launched. Consumers demand variety and specialty products. That has led to not only an ever-changing supply of tomato varieties.
This cooperative now has a wide range of snack vegetables - including tomatoes, bell peppers, and cucumbers - too. Nevertheless, the continuing importance of the old classics should not be underestimated. Chicory - in all its sizes and packagings - as well as asparagus, remain popular items among Belgian consumers.
Fruit - renewal, and diversification pays off
"The sweltering, dry summer of 2018 resulted in very high production internationally. There were also many different apple and pear sizes. These factors made for difficult marketing of both products in the first half of 2019," continues the General Director.
"The new 2019 harvest looked a little better. That was due to lower production, both locally and overseas. One of the highlights was that the club varieties showed better results. These varieties include the Belgian Kanzi apple."
"The hot summer of 2019 resulted in very sweet fruit. The heatwaves, however, also caused a lot of sun damage. This affected products like apples and certain berry varieties," Appeltans explains.
"The record production of cherries in 2019 was remarkable. BelOrta producers supplied no less than 2,7 million kg of sweet cherries. Investments were made in efficient cooling and sorting capacity. Thanks to this, these cherries were brought to consumers in the best possible condition. People were, therefore, able to enjoy a fresh Belgian seasonal product."
Varieties and cultivation systems were optimally used. As a result, BelOrta's supply of strawberries was evenly spread throughout last year. They sold more than 10 million kg of this fruit.
"The Belgian BelOPlum plum was brought onto the market for the first time in 2018. The promotion of this product was successfully continued in 2019. BelOrta also strengthened its position as a Belgian market leader. It has a wide range of soft fruit. Included here are raspberries, blackberries, blueberries, and red currants," Phillipe adds.
Organic grows by more than 40%
"BelOrta Bio took another leap forward in 2019 too. We have seen an annual increase in the total spending on organic products in Belgium since 2010. This is certainly the case with fruit and vegetables. More and more Belgians are opting for organic."
"BelOrta is growing alongside this. Not just in terms of the number of growers, but also the acreage and range. Our assortment now already includes 100 organic items. We have seen remarkable growth in recent years. Especially in tomatoes, cucumbers, and bell peppers," says Phillipe.
Packaging leads the way to a more sustainable world
At BelOrta, the packaging problem is a crucial issue. "We are facing this dilemma on may levels. On the one hand, small-scale packaging is considered as very taxing on the environment. Its use should be avoided. On the other hand, packaging is essential."
"Especially in the current consumer landscape. There is online shopping, self-scanning, and fresh packs. Last but not least, small-scale packaging is often the solution in the fight against food wastage. A second issue is that of the choice of materials. Plastic is often seen as having a major impact on the environment," Appeltans goes on to say.
"Recycling materials such as plastic, nevertheless, forms the basis of a sustainable, circular system. Our plastic strawberry punnets are made of 100% recycled PET. This packaging can also already be placed into PMCC waste bags. These can then, in turn, be recycled again. In this way, you create a closed circular system. It has less impact on the environment than other packaging materials."
BelOrta is not only looking into these packaging solutions. The cooperative, together with its clients, is seeking innovative kinds of packaging. They launched cardboard punnets for soft fruit and sleeve packaging for apples and pears. That certainly did not go unnoticed, receiving much acclaim.
BelOrta fruit and vegetables are well noticed
BelOrta has been running a 360° marketing campaign since 2016. It wants to make the brand known to Belgians. BelOrta products are grown and promoted with a focus on taste, freshness, and sustainability. This takes a great deal of effort for both the farmers and the cooperative. These high-value fruits and vegetables cannot go unnoticed by consumers. To prevent this, a brand was created through marketing efforts. That was done to single these products out, giving them a face. In 2020, BelOrta will continue to focus on increasing this brand awareness.
Looking for further international market expansion
"BelOrta's is becoming better known on international fruit and vegetable markets too. In 2019, BelOrta products found their way to 75 countries across the globe. BelOrta is making permanent work of developing new markets. These efforts are clearly bearing fruit. The BelOrta brand is now visible far outside of the European continent. There are BelOrta branded packs of, for instance, Conference pears in China, Brazil, and Mexico," concludes Philippe.
For more information:
Philippe Appeltans
General Director
BelOrta
Tel: +32 (0) 155 51 111
Email: philippe.appeltans@belorta.be
Website: www.belorta.be