The chicory market had an unusual 2024, says Max van Ooijen of the Tolpoort Vegetables Cooperative, the market leader in the Netherlands. He notes that last year was particularly good price-wise, with auction prices in Belgium even exceeding €5. That is rare. Yet there was a downside: the rain during the harvest period meant chicory yields and quality were not optimal and differed vastly per grower. Despite that, the new season's chicory market rebounded. The first crop was fair to good, but a shortage of pens led to lower-than-normal volumes. Those picked up, though, and prices are reflecting the new situation.
The Dutch chicory acreage remains stable, with minimal expansion. Max expects most growth to come from existing growers, despite the increased costs and uncertain resource package challenges they face. Land is expensive, which hikes up pen costs, and consumers and growers eventually bear all these costs. The current market must adjust to the higher volumes available compared to the last year. There are more opportunities for supermarket promotions, but they often come with more competitive prices, which affects profitability.
According to GFK, chicory consumption is stable in the Netherlands, with Belgium, France, and Italy being the top sales markets. However, prices fluctuate widely depending on the supply, with slight shifts drastically affecting prices. Chicory remains a true winter vegetable, with peak consumption until April. There is less demand in the summer, leading to a scaling back of cultivation. Last year, though, demand uncharacteristically dipped around Christmas.
In 2023, Dutch chicory growers launched a campaign to encourage consumption, especially among the younger generations. Market research shows that the 55+ target group primarily eats chicory, but it is hoped that young families will show more interest. The campaign seems effective, especially on social media such as Instagram and Pinterest, where many young people are active. The cooperation between outlets plays a crucial role here. Despite the competition, there is growing awareness that cooperation is the key to success.
At a variety level, the familiar Topscore and Flexine remain favorites. New varieties often fail to deliver the desired results. Prices for the niche red chicory were high in 2024, too. Political and economic factors, like the situation in Israel and import duties to North America, are causing uncertainty in that market. Nevertheless, the red chicory market remains attractive to growers who can achieve the right volumes, especially in these sales areas.
Max van Ooijen
Tolpoort Vegetables
Tolweg 7
1616 AT Hoogkarspel
Tel.: +31 (0)6 57 29 99 95
[email protected]
www.tolpoortvegetables.com