Some collaborations are not obvious. Such is the case in Haspengouw, Belgium, where the Hellingenfort cherry farm joined forces with Dutch writer and singer Rick de Leeuw and his partner Maartje Elants, a painter. "Cherries truly represent the region's fruit cultivation, and this partnership gives that tale an extra boost," begins Hellingenfort's Karel Vaes.
The new cherry season has begun at this Belgian grower, and this season's packaging catches one's eye anew. As does the presentation around the company's brands which feature some of Maartje's works or parts thereof. How did the collaboration come about? "A while ago, Rick de Leeuw escaped the hustle and bustle of Amsterdam."
"He settled in the small church village of Heks, in the heart of Haspengouw. He fled the big city, seeking tranquillity in Flanders. In the following years, he developed great empathy for the local fruit sector. We can, thus, now rightly call him an ambassador for the region's fruit cultivation," says Karel.
Rick de Leeuw
"His partner Maartje is an artist whose work we've always loved, so we bought a piece. Upon delivery, our company was getting ready to meet with an advertising agency to set up a marketing campaign. We were gathering graphic material for that, and I asked if she could help me analyze the agency's strategy to see if it suits us. It did, but after the appointment, we found that the story didn't convince either of us. Maartje suggested that she and Rick could help us. Naturally, we accepted that wonderful offer."
Six themes
That led to this partnership, where Rick first had to establish the company's identity. "He extensively interviewed me at my orchard. We discussed what we do, how we do it, our philosophy, and our drive for flavor, quality, and craftsmanship. As a result, Rick identified six themes (flavor, common sense, ingenuity, surplus, diversity, and temptation). Together, according to him, these sum up our USP as passionate growers," Karel continues.
Maartje then translated Rick's writing into paintings. "We now use those for our marketing and website. Deep marketing, where the images exude the same atmosphere and feeling as our company's DNA. It's a fantastic way to differentiate ourselves as free growers in the marketplace. We can also use details from the artwork as images to shape new brands. I think it perfectly reflects our identity to consumers."
Very attractive prices
Around this time of year, as the season begins, packaging provides another way for the business to stand out. It's a long-awaited season, which got off to an excellent start for growers, says Karel. "This week is genuinely Kordia week in Belgium. The volumes are slowly starting to arrive a bit more, but we can't really meet demand. That shows in the fact that the cherries are sold before they're even picked. There are currently very few free cherries, which makes for attractive prices. And, so far, that's not hindering demand," he says.
The grower expects a generally lesser quality crop than last year. "That varies greatly per region. Some have very few volumes, while others are getting nearly three-quarters of the 'normal' harvest. In general, the harvest is half that of other years, but there are reasonable volumes of the late variety Regina. When these can be picked, the volumes will be nicely replenished. However, that's still ten days away, and prices should have dropped slightly by then."
Storytelling
"Is that necessary, though? That's the question. Overseas they manage to sell expensive cherries for months on end. Why do our cherries 'have' to become cheap? I don't think that should be the goal or obligation. If the market can place them nicely, high prices should continue. I hope prices can reflect this season's splendid mood," Karel admits.
Maartje Elants' artwork
Karel is a free grower, so he cannot sell his produce via auction. He trades directly with clients who appreciate his products. "In the Netherlands, for example, we have a good relationship with Willem Dijk AGF, where we market our cherries under our own brand. They respect our identity and brands."
"So local, which we deem important, doesn't always mean selling directly to consumers. It can also mean partnering with wholesalers who value our identity and accept that these brands connect growers and consumers. These days, that backstory is increasingly important, and people love it. We see our packaging is succeeding well in this," notes Karel.
Day-fresh
The farm also wants to be distinctive regarding day freshness. "Our passion and identity translate to our work process too. These days, we start at 6 a.m., and by 7 a.m., workers are at our tables sorting by hand. The cherries are loaded at 10 and 11 a.m. and 6 p.m. The fruit is, thus, either in the store today or tomorrow."
"That's a big difference from cherries that are refrigerated, go to the packing station, are transported to the auction, and then to the wholesaler. We want the least amount of time between picking and consumer. And a refrigerated cherry is just that: refrigerated. You can taste that difference," Karel reckons.
To ensure this optimal flavor, Karel has created an opportunity for interested parties to follow everything that happens in the field. "I message those people every two to three weeks. We let them know when we, for instance, change varieties or when it's time for jam cherries."
"That contributes to sustainability. The cherries aren't wasted if it's rained a lot, making them more suited to processing. Anyone can sign up, and I'm happy to give that advice. With cooperation throughout the chain, we can look forward to a great season," Karel concludes.
For more information:
Karel Vaes
Hellingenfort
16A Helshoven Street
3840, Borgloon, Belgium
Tel: +32 (0) 477 500 323
Email: karel@hellingenfort.be
Website: www.fruitmethartenziel.be