"How can we make pumpkins more attractive to consumers outside the standard fall months?" That was the Pumpkin Day's focus, organized by Coöperatie Hoogstraten in cooperation with Vitalis. Interested parties from the retail and other sectors gathered on Jeroen and Ilse De Ridder-Heyrman's farm in Belgium to consider pumpkins' potential.
Anne Marie Schoevaars' (Vitalis) presentation.
"Pumpkins have become a common item in Flemish shopping baskets," begins Coöperatie Hoogstraten' Sharon van Alphen. "Between 2017 and 2019, pumpkin sales volumes fell in Flanders, but the pandemic triggered a turnaround. People started cooking at home a bit more and also eating far healthier. However, after the pandemic, although spending rose, mainly due to increased prices, sales volumes declined slightly again."
Nele Van Avermaet (VLAM), Tom Van Hasselt, Gino Goemaere (Carrefour), Jan Engelen, and Maarten Meys (Coöperatie Hoogstraten).
"In contrast, the number of people buying pumpkins rose. That tells us that more people are interested in pumpkins but buying smaller volumes. That may be because meal boxes and processed vegetables are included in those volumes. Still, we can deduce that more people are interested in the product. It's up to us to see if we can get consumers interested in pumpkins outside their traditional sales months. And, of course, gauge growers' feelings about it," says Sharon.
Europe's first pumpkin harvester.
The cooperative, thus, wanted to use the Pumpkin Day to consider this product's possibilities and give people a tour of Jeroen and Isle's farm. These growers cultivate pumpkins on some 64 hectares and also have a small section of kiwifruit. Plus, they have the first pumpkin harvester in Europe.
The visitors got to see it at work. "Mechanical harvesting is becoming increasingly important," Jeroen explained during the field tour. "Because of the personnel shortage and harvesting speed, which lets us better compensate for the increased costs. Another important aspect is keeping sales stable."
Jeroen explaining the crop's ins and outs.
To extend the season, consumers, obviously, must be interested, but it must also be possible for growers. "The Belgian season runs from mid-October to late January," says Carmen Ampt of Vitalis. "The pumpkins are then stored in a non-customed atmosphere, only with refrigeration."
"We, too, would like to see if we can make them available year-round. Can we increase storage? Here, we look at different aspects, such as genetics, research, technology, and the harvesting moment. We want to assist the chain, and we're hard at work doing so, but there are still some steps to be taken."
Natalie Snijers (Coöperatie Hoogstraten), Tom, and Erik De Winter (Rotom).
"We still have to convince the general public. Pumpkins remain, first and foremost, a fall product," Sharon continues. "Can we inspire people to eat pumpkin at other times as well? Many vegetables are eaten year-round, but pumpkin is only popular when it gets rainy and colder. Here, consumer information plays a vital role. Many people don't know when Flemish pumpkins are available or that they even come from Flanders. It's up to us to show that you can eat this delicious local product in, say, March and April, too."
Also, Coöperatie Hoogstraten sees the ways people know to eat pumpkin is still limited. "Statistics show that pumpkin is still mainly processed in soup. However, there are many more possibilities with many more different types of pumpkin. We can inspire people by indicating which variety is suitable for which dish. That's where we, but also retail, can play a crucial role," Sharon concludes. To back up that message, the day ended with a lunch based on pumpkin's different possibilities. A product that still has plenty of potential for Flanders, the cooperative proved.
Tom Bolsens (Bakker), and Jeroen and Ilse De Ridder-Heyrman.
Jeroen De Ridder and Sharon Van Alphen (Coöperatie Hoogstraten).
The Vitalis shared its pumpkin research.
For more information:
Coöperatie Hoogstraten
59 Loenhoutseweg
2320, Hoogstraten, BE
Tel: +32 (0) 334 00 211
Email: [email protected]
Website: www.hoogstraten.eu
