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Michel den Ouden, Purple Pride Commercial Manager at DOOR Cooperative:

"Good retail demand, unstable day trade characterizes Dutch aubergine market"

The anti-corona measures mean aubergine day trading is currently unstable. "The hospitality industry is practically at a standstill throughout Europe. We clearly see it affecting our day trading clients. On the other hand, there has been a high retail demand for several weeks now. There are more challenges, but we have experienced better and worse springs," says Michel den Ouden. He is the Purple Pride Commercial Manager at the Dutch cooperative, DOOR.

"There has been lots of light for weeks now. So, the Dutch aubergines' production and quality are excellent. Spanish supply has plummeted in recent weeks. Dutch production will continue to increase to the very end. How sales will go in the coming period is mostly dependent on our most important international sales markets. The Dutch market, alone, is not sufficient to achieve good sales. The effect of holidaymakers who remain home will, however, contribute."

Conventional and graffiti aubergine are selling well. Retailers are selling these graffiti aubergines increasingly as standard. Specialties sales, such as mini-graffiti and Nasu aubergines, have, however, just about stopped. "These are typical hospitality products. It is now tough to find alternative sales channels," says Michel.

"But, we are offering these special aubergines as samples via platforms such as Gastronomixs. That is at restaurants. To consumers, we are doing so via #supportyourlocals. So, we are introducing more people to these products." According to the commercial manager, in this way, these times also offer new opportunities. This segment could be built up more.

Purple Pride is a Coöperatie DOOR U.A. brand. This organization markets and sells this product.

For more information:
Michel den Ouden
Coöperatie DOOR Purple Pride

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