The festive season is slowly approaching: always a hectic time for Waltson artisanal chips. "More people are starting to appreciate the added value of local, artisanal chips over industrial ones, especially during the holidays. People like giving their friends and family slightly more special chips," says Joost Debeuckelaere of Waltson Chips and potato wholesaler Agro Debeuckelaere.
Joost Debeuckelaere at the recent Tavola trade show
Waltson chips have primarily been in Belgian stores for two years and are becoming increasingly popular. "We recently partnered with a wholesaler in the Netherlands, who, in addition to our Belgian partners, is now selling our products." The Belgian company sells the chips in Natural, Paprika, Sea Salt & Black Pepper, and Sea Salt & Balsamic Vinegar flavors.
They use freshly grubbed potatoes to make them. "We used to use the Lady Claire variety, but this year, we also started using Lady Alicias. We tested these and liked the chips. They have better yields and top quality, so we now mainly use them," Joost explains.
At first, there was some concern about potato supplies for production. "It was feared that there'd be a substantial potato shortage on the market. In the end, fortunately, the yields weren't too bad and were of excellent quality. So, for now, we certainly have no problems, but we'll have to keep an eye on how things develop as the season continues."
Electronic chip delayed
This chip manufacturer installed new machines in May. "These were initially supposed to arrive much earlier, but there were some issues with, ironically, the electronic chips delivery. However, these are now fully operational and provide higher production capacity and better quality chips," Joost continues.
"We hold many in-store tastings, but at delicatessens and farm stores. Those are our main target group, and they're very interested in these events. It's also the perfect way to introduce clients to the chips and, of course, convince them of the real potato taste you don't find with industrial chips. We also regularly attend local and overseas B2B trade fairs. Starting Sunday, for example, we'll be at Horeca Expo in Ghent."
Still, Waltson chips, too, face challenges. "I don't think anyone can say everything's running smoothly at present. With us, there are three important things: energy, oil, and potatoes. All these are very expensive at the moment. We can pass on some of these costs, but certainly not everything. It's a tough market, and margins are getting tighter and tighter. We're managing just fine, mind you, and, hopefully, everything will resolve itself soon; then things can return to normal," Joost concludes.
For more information:
Joost Debeuckelaere
Waltson
Tel: +32 (0) 517 01 625
Email: info@waltson.be
Website: www.waltson.be