"Getting more people to rediscover their love for oh-so Belgian chicory." That is the mission of the new Mr Chicon brand, launched by Charles Cattoir of Primalof. "Here, it is important to indicate that Mr Chicon is a completely independent initiative, through which we seek to strengthen the entire chicory sector. The main aim is to re-inspire and make consumers aware of the product," explains the grower/trader from Oosterzele, Flanders.
© Mr. Chicon
The original idea, Charles says, arose from the wish to bring chicory back to consumers' attention as a hobby. "Many people with a vegetable garden or green fingers can't do much in the winter, so we got the question from some garden centres whether we could reintroduce chicory roots for home use. We didn't just want to do that, but decided to attach a strong concept and brand to it right away. Besides home cultivation, we will keep consumers involved via social media with additional information and authentic videos. In this way, we want to contribute to the overall promotion of chicory."
This quickly led to the name Mr Chicon. "In the family, my nieces and nephews already call me 'nonkel Chicon', after the French translation of chicory. With 'Mr.', we then chose a name that is usable in Belgium, the Netherlands, and France, so that we can use one brand without extra registrations or adjustments."
"When someone in the supermarket chooses chicory, the whole sector wins"
The entrepreneur indeed saw a need for promotion for Belgium's pre-eminent product. "After all, the sector is struggling: some years there is an oversupply, others a shortage. It is a capital-intensive crop, regulations are changing rapidly, and margins are under pressure. It leads to many players in the chicory sector working with a lot of uncertainty. That's why we wanted to do something. Only, we have been trying to get involved with the organisations promoting chicory for a long time, but so far, we have received little response there. So we are now taking the initiative ourselves. If someone stands in the shop and buys chicory because he has seen Mr Chicon online, then our goal has been achieved. Whether that is my chicory or that of a colleague, it doesn't matter. If someone in the supermarket chooses chicory instead of leeks or carrots, the whole sector wins."
© Mr. Chicon
And with that, the initiative therefore has nothing to do with his own company, Primalof, so potential competition from new (hobby) growers is not a concern either. "The project is not meant as competition for existing products, but as promotion for the whole sector. Growing chicory at home requires time and patience, something that is not for everyone. Most people just want to be able to buy their vegetables at the supermarket. But if they get a more positive image of chicory through our videos or posts on social media, and buy it more often as a result, then we have all won."
"In terms of content, Mr Chicon is therefore not only about growing chicory, but also about the story behind it: how chicory roots grow, how they are stored, what is involved. Every fortnight we release a new video or concept, preferably in collaboration with fellow growers, and fortunately, there are already several colleagues eager to cooperate."
Push back
The distribution of chicory roots for hobby growers goes through several distribution channels. "For instance, we have an agreement with Aveve shops in Belgium, which form the largest network, and we are talking to several other partners, including online. In time, we then want to expand to the Netherlands and France, but we are taking it step by step. It's important not to get ahead of yourself, but to take a well-structured approach."
"The future of the chicory sector remains uncertain. Growing conditions are becoming increasingly difficult, and regulations are more complex. Many farms are looking for new, tolerant varieties and ways to adapt, but solutions are not easy to find. Sometimes growing chicory is almost like gambling, you never know exactly what the year will bring," Charles finally explains. "This is precisely why it is important to stay positive and take initiative yourself. Mr Chicon is our way of re-engaging consumers with this wonderful product, sharing the love for chicory and hopefully giving the sector a boost."
For more information:
Charles Cattoir
Mr. Chicon
Leeg Bracht 6/A
9860 Oosterzele, Belgium
[email protected]
www.mrchicon.be
