Among the various products presented at Fruit Logistica by the Vitalis network was a 2020 novelty, the Red Label Bintje, sold in entirely recyclable 2 kg bags. The Bintje has just celebrated its 115th anniversary, and the organization ‘La Belle Bintje du Terroir’ has been promoting it for over 50 years.
According to Frédéric Halipré, sales director France of the Vitalis network, the Bintje goes way back. “Since the creation in 1968 of a committee for the defense of the Bintje, the variety was never truly able to find the place it deserves on the shelves. Lessons had to be learned.”
Indeed, the Bintje is particularly appreciated for its taste, especially in the fries/mashed/soup categories. But its visual aspect has always been its disadvantage. “Faced with this realization, we decided to extend its production beyond the Lys Valley to increase its production potential. We also positioned the potato in category 2 in order to be approved on the platform. The specifications remain very complex and we are particularly careful from production to shipment. Our partner producers are doing quality work.”
“In parallel, we also did a lot of work in terms of communication. The reception has been very positive from our clients and especially from the consumers. The Bintje is in the hearts of the French, its popularity is huge. The act of purchase takes only a few seconds despite the extensive offer on the shelves. When consumers see the variety, they make the direct connection with its culinary use. The Red Label Bintje is the guarantee of an excellent potato, especially for frying. Sensory analysis tests are carried out among consumers by independent laboratories. The Bintje is a sure bet ... And what pride also to find the Red Label Bintje at the International Agricultural Show in Paris.”
Frédéric claims to be very pleased with the volumes obtained for this 2019-2020 season. “The product is packaged at our site in Violaines (Pas-de-Calais). For the launch, we will market nearly 500 tons. The market potential exists. We are working in closer partnership with the production so we can increase our surfaces.”
About the Vitalis network
The Vitalis network was created two years ago. It is a family structure, bringing together 6 companies which are Négonor, Billaut, Vitexport, Sud horizon, Loridan and Terréa, as well as 2 packaging sites for condiments (onions, garlic, shallots) and 8 for potatoes spread over the main production areas on the French territory.