Most people in the Netherlands and Belgium have noticed that the cherry season is in full swing. The weather invites consumption of this summer fruit par excellence, but Belgian organic cherries sales have been disappointing so far. "That's a shame because the cherries are of wonderful quality. Consumers seem to have yet to discover they're abundantly available again," begins Gunther De Vadder of the Belgian fruit cooperative BFV.
The BFV is among the few players in Belgium that markets organic cherries. One grower who sells his cherries via the fruit cooperative - soon to integrate with BelOrta - is Hugo Jacobs. He switched to organic about ten years ago and today grows apples, pears, and cherries on about four hectares.
"This year's cherries look truly fantastic. After the switch, we struggled for several years to get rid of all the diseases, and the trees, too, had to get used to the idea of organic. But you learn by doing. It's going pretty well by now, which is why we've achieved such an excellent crop," says Hugo.
The dark, wet spring meant the grower had to pull out all the stops. "April and May were difficult, and the bees were a bit slow to emerge. So the early varieties took a little while to start flowering. We, thus, began slightly later and had a lower yield than other years for, say, Kordia cherries. However, due to the beautiful weather afterward, everything came together nicely. We'll, therefore, definitely pick good volumes of the later varieties."
Hugo cultivates Korvik, Edelfinger, Karina, and Regina, ending the season with Sweetheart. "I think we should reach late July/early August with those. Organic prices are obviously somewhat higher than conventional, but that difference isn't higher than usual. So, I expect people who choose organic will do so again. However, it's a short season which will be over before you know it," he explains.
Gunther agrees. He states this season's sales are lagging a bit for now. "Why? That's hard to say. People were genuinely looking forward to the first organic cherries, and organic food sales generally run well. It's just that some big buyers are lagging. It's not about the price; it's about rotation. The marketing season got off to a tough start, and people quickly became slightly wary. But once consumers realize these cherries are back in stores, they should sell like hot cakes," he says.
"Especially considering the good quality. And supply is plentiful. We have plenty of Kordia, and there is still a bit of Edelfinger. We're now also picking Regina, of which there's a nice crop this season. The prices are around €6 for conventional and about €9 for organic," Gunther explains.
"Those are standard price differences, but even mainstream sales were somewhat disappointing last week. Perhaps it's due to the start of the vacation, so shoppers' minds are elsewhere. It's just that this season will last only five weeks, so people should take advantage while they can," Gunther concludes.
For more information:
Gunther De Vadder
Belgische Fruitveiling (BFV) / BelOrta
82 Montenakenweg
3800, Sint-Truiden, BE
Tel: +32 (0) 116 93 411
Email: [email protected]
Website: www.bfv.be
Hugo Jacobs
Jacobsfruit
114 Heide
3800, Sint-Truiden, BE
Te: +32 (0) 115 92 464
Email: [email protected]
Website: www.jacobsfruit.be
