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"Bart Nemegheer: "We did not foresee this increase in sales"

New concept: smooth Laurette potato with glossy packaging

The Aardappelhoeve has recently introduced a new paper box for their potatoes; a compostable, recyclable package that owner Bart Nemegheer sees a good future in, "We also have a new glossy package for the Laurette potato."

New look
A new potato variety in a nice package was designed especially for Colruyt, OKay and Spar stores, "We were looking for something special: a combination of a great potato variety and a new look. In various tests and trials the Laurette was often chosen as the favorite. This potato is grown in France, is waxy and has a wonderful creamy taste. Since September the Laurette potato has been sold under the Boni Selection brand, Colruyt Group's luxury brand, and it is doing well on the market. We predicted an increase in sales, but we did not expect such rapid growth."

"Currently, Laurette is being grown in Belgium and France and we want to produce them in Spain as well." The Aardappelhoeve is working towards having a year round supply, "When introducing a new product, continuity is very important: the product must always be available. Also, the taste and look of the product has to remain the same, to keep customers coming back. As soon as someone has a preference for this product, the taste and the brand, they will continue to buy it."

The Aardappelhoeve has had a busy year. The company has expanded by 8,500 square meters. In total they now have 12,000 square meters. They have invested in various parts of the business, including a new storage crate and new packing lines, "We can now work more efficiently and our capacity has grown. We also have room to grow more," says Bart. 

For more information:
Bart Nemegheer
De Aardappelhoeve
Putterijstraat 7A
8700 Tielt
T. 051 40 25 00
F. 051 40 95 01

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