The real Christmas rush at Grappe de Raisins still seems to have to get going. However, CEO Jan Hannon says that even though the pandemic is over, people have remained loyal to this Belgian greengrocer. "The pandemic madness passed, but in the years that followed, the figures remained higher than pre-2021," he begins.
Jan suggests this is primarily due to Belgian consumers cooking more at home now. "As often stated, health and quality products have become increasingly popular. Our clientele, most of whom own weekend homes on the coast, especially appreciate good products to use in their kitchens. They're willing to pay a premium for that."
"There's also a trend in Flanders where many restaurants close their doors for Christmas due to staff shortages or to give the existing employees time with their families. People, thus, cook more at home during the festive season. These factors all keep our store consistently busy, but the real holiday rush is yet to come," says Jan.
"People had to place their orders over the weekend; otherwise, it's too late. We offer a service where we can deliver to customers within a few days. That's why they don't need to order a month before the holidays and why our genuine rush always starts somewhat later."
Expensive products
Grappe de Raisins' true bestsellers around this time of year are always well-known, well-selling products. The greengrocer range has fresh fruit and vegetables, cheeses, charcuterie, and prepared meals. "Familiar products like cauliflower, chicory, and other typical fruit and vegetable varieties sell well. Even though everything's incredibly expensive at present, people are happy to pay," Jan continues.
"Clients want special products, too, to add some shine to their dishes during this period. We, for example, offer fresh truffles. Those always sell slightly better towards the holidays, but in such small volumes that you can't really consider them bestsellers. But these specialties catch shoppers' eye more now."
Profit model
Hannon says convenience products are a continuing trend. "Prepared meals, especially, have become a profit model for many greengrocers. I, though, think a spread is vital. There's still a definite need for high-quality fresh fruits and vegetables. Home chefs are becoming increasingly successful, and these people want to work with good quality products. Those are increasingly hard to find in, for instance, supermarket offerings. This group of consumers can still find a wide range of fresh products in our store," he says.
"Yet, you can't deny the rise of convenience. We, too, now have four full-time employees who prepare products in various ways. That's what people come for and how you retain customers. For example, 80% of the zucchinis I sell are processed into a meal or salad. I think the combination of the two works best: giving shoppers the choice to buy both for different purposes."
Staff
Challenges remain, and at present, most of these concern staff. "Finding personnel is becoming almost impossible; not just for us, it's across the board. Try finding people you don't need to train. That's a huge task in these times. Nevertheless, it doesn't dampen our spirit. It's a wonderful time of year, and we're going to give it our all again," Jan concludes.
For more information:
Jan Hannon
Grappe de Raisins
20-22 Emile Verhaerenlaan,
8300, Knokke-Heist, Belgium
Tel: +32 (0) 506 31 717
info@grappederaisins.be
www.grappederaisins.be