With a festive introduction to the partners of Mechelse Veilingen on Friday 14th December the name of the new merged auction houses was made known. The new cooperative will be operational from 1st January under the name BelOrta. The name BelOrta is a clear link to horticulture and 'bel' refers to Belgian and local roots of the horticulturists and at the same time also means beautiful. 'Orta' is for horticulture, the cultivation of fruit and vegetables.
The central 'O' in the logo symbolises the cooperation between the auction houses, the combination of know-how. Quality, reliability and dynamics will be the pillars, on which the new cooperative will rest.
The new cooperative auction house has 1,145 active member-producers and with that BelOrta is by far the biggest cooperative vegetable auction house in Belgium and in Europe. Most of the members are established in the provinces Antwerp, Flemish Brabant and East Flanders, but also in the neighbouring regions in Walloon province, the Netherlands and even in Germany are active members. With a turnover of more than 300 million Euro BelOrta is responsible for 37% of the turnover of the Belgian fruit and vegetable auctions. Of this more than 70% is exported.
Advantages for growers and buyers
With this market oriented merger a large advantage of scale and a better selling basis for growers will be realised, so that everybody is better armed in respect of the developments, which play with competitors abroad. Not only for the growers but also for the many buyers this merger shows advantages. Because of the extensive supply of products buyers can do 'one stop shopping' which for them is also more efficient and a saving.
Today quality and food safety are an important element in selling. Due to this merger quality control will be even better and more effective.
In addition to Flandria the commercial hallmarks will also remain, such as Top, Specialty Street, Mechelse and BRAVA Chicory. BelOrta is the best of both worlds!
A combination of the strong clock and the optimum logistic process of Mechelse Veilingen and the open-minded pro-active attitude of Coöbra.