The Belgian Vergro Group's pears are very popular among overseas Lidl shoppers, with pear sales tripling in two years at this supermarket chain. That translates to about 6.6 million kgs in 2021. Vergro directly exported 5 million kgs of that to various European countries, thanks to its partnership with Lidl.
Short chains mean Lidl Belgium got its pears directly from the fruit grower. The Belgian pears quickly attracted the attention of foreign stores, and the pears are now sent across the border too.
Four years ago, Vegro introduced a new pear variety, the Red Modoc. This blood-red pear has a unique sweet flavor and stands out because of its atypical red color. In 2020, Lidl Belgium signed an exclusivity agreement with Vergro for these pears. But, internationally, the supermarket chain also showed interest.
Lidl Germany then also included these red pears in its assortment. Due to this variety's success, Vergro could significantly increase the number of hectares of Red Modoc trees in recent years. Currently, 45 hectares have been planted, but Vergro foresees that to reach 200 hectares by 2030.
"We're glad our pears easily find their way to overseas pear lovers via Lidl. Our short-chain cooperation with that company ensures the pears are distributed faster and, therefore, stay fresher. A larger sales market means we can keep expanding too. Our unique red pears are thus becoming more and more established, also in other countries", says Dominiek Noppe, Vegro's CEO.
Sustainable partnership thanks to short chains
Lidl has been buying its fruit directly from Vegro since 2008. This Belgian export company has been growing its own fruit under the D&G Fruit label since 2018.
This season, D&G Fruit harvested more than 6 million kg of pears, of which 55% will go to Lidl Belgium and Lidl Germany. Although the European pear market is changing, Vergro can rely on guaranteed sales to Lidl. That guarantee, the added Lidl branches, and the larger sales area mean this Belgian fruit company could scale up significantly in recent years.
"We consider our close cooperation with local growers crucial. After all, the shorter the chain, the better the fruit's quality. This one-to-one relationship creates trust, and results in a rapid quality follow-up, and better support for the local economy," says Isabelle Colbrandt, spokesperson for Lidl Belgium.
"Limiting the number of intermediaries lets growers avoid unnecessary costs. And, of course, our customers benefit too. We're well attuned to each other, which lets us both grow. We're proud we can help these unique pears find their way to other countries sustainably," she concludes.
Those wanting to admire Vegro's vast pear orchards should visit the fruit region around Sint-Truiden in Belgium. The pears' white blossoms that herald the start of the fruit season are currently in full bloom in the Haspengouw region.
See the TV Limburg piece here.
For more information:
Vergro
5 Kleine Roeselare Street
8760, Meulebeke, Belgium
Tel: +32 (0) 514 89 076
Email: info@vergro.com
Website: www.vergro.com
Source: Lidl