Do Jonagold apples have a future in Belgium? Recently, there have been many reports of reduced consumption and Jonagold trees being uprooted. "Yet, this Belgian apple will definitely retain its place on future shelves. There's no doubt about that," say Bel'Export's Tony Derwael and Laurent De Smedt of BelOrta.
"Jonagold is still the best-selling apple in the country," says Tony. "And some 40% of apples eaten are still Jonagolds." Laurent agrees that this apple's balanced sweet-sour flavor remains very popular with Belgian consumers. However, there is a significant challenge: Apple consumption in Belgium has more than halved in recent decades, from 14 to 6.7 kilograms per person per year.
According to Tony, that is not specific to Jonagold; it is a general decline in apple usage. "Of the 77 million kilos of apples people in Belgium eat, around 30 million kg are Jonagold. If you include apples for juice and purée, that rises to 100 million kilograms. We also produce twice as much on the remaining 5,000 hectares, which used to be 15,000. So half goes abroad, "he says.
Laurent adds that falling apple sales are partly due to the diverse fruit range. "People have more choice. Still, I don't see it as all doom and gloom. Old trees are being cleared, but there's also rejuvenation. Clones like Novajo are gaining ground, and growers remain interested," he says.
Laurent also sees Jonagold gaining ground in the processing sector, including as apple sauce and cooking apples. He points out, though, that the fresh market must remain attractive. "Retailers have an essential responsibility in that regard. The cold chain must be monitored all the way up to the store shelf. There's still much to be gained there."
Though there is more variety and competition, neither Tony nor Laurent sees Jonagold disappearing. "Just like 40 years ago, we're in a period with many new varieties. Back then, only Jonagold, Elstar, and Golden remained. Now, Jonagold must again defend its position, but it's succeeding," they say.
Tony highlights new challenges, such as the phasing out of crop protection products, which means resistant varieties and zero-residue policies are becoming increasingly important. "Retailers are strongly committed to this, and we have to follow suit."
Laurent: "Most consumers choose one variety per kilo. More supply brings increased competition, but Jonagold remains a strong player thanks to its flavor and affordability. We expect a larger harvest than last year, so there will also be more room for promotions."
"We're down from 15,000 to 5,000 hectares, but Jonagold isn't going anywhere. Belgium will always be Jonagold country. The figures show that there's still a strong market. Our main task as a chain is to get people to love apples again," Tony concludes.
Voor meer informatie:
Tony Derwael
Bel'Export
Neremstraat 2
3840 Borgloon - België
Tel +32 12 440 551
[email protected]
www.belexport.com
Voor meer informatie:
BelOrta
Mechelsesteenweg 120
B-2860 Sint-Katelijne-Waver, België
Tel.: +32 (0)15 55 11 11
[email protected]
www.belorta.be