Paul Stoffels started producing tomatoes on the vine in 1996. "The years '94 and '95 were really disastrous for the production of tomatoes. There was talk of a tomato crisis. When I started my company, selling tomatoes on the vine was still something "new". Consumers in Belgium were more familiar with loose and beef tomatoes. Our first year was really successful. After a few years tomatoes on the vine became a product sold in bulk as well, and we wanted to distinguish ourselves. It became an interesting quest and we continue to develop," says Paul Stoffels and his wife Petra Veldman. 
Some varieties exclusive to Belgium
"Currently we have an assortment of speciality tomatoes, some of which are exclusive to Belgium. An example is the Sunstream with exceptionally good flavour. We started producing this variety in 2003/2004. Since then we have continued to grow. We always try our new varieties out in a small area first and once we are confident that it will be successful in the market, we start to produce on a larger scale," explains Paul. In 2007 we had a total area of seven hectares and that has grown in recent times to more than ten hectares."
The prices for classic tomatoes weren't really developing well last year. "This is why a lot of growers choose for speciality tomatoes this year, which caused this market segment to grow sharply with made it more difficult to achieve a good price." 
"Summersun: Sweeter than most red cherry tomatoes"
"Another tomato variety exclusive to Belgium is the Summersun, a yellow cherry tomato. We had to prove ourselves with the introduction of this variety because there were already so many other yellow mini-tomatoes on the market that had a disappointing flavour. We had to prove that the Summersun was sweeter than most red cherry tomatoes. Its success came with ups and downs, but we were able to convince the consumer. The last variety, which we offer together with a few other growers in Belgium, is the Juanita." Petra en Paul stress that everything lies with the flavour. "In order to introduce a product, Stoffels offers 'sample pots' with new varieties. In this way the consumer is able to try it out first." The products are offered under the Flandria-quality label.
The products are sold through the Veiling Hoogstraten. According to Paul the biggest advantage of the Belgian auction system is the combined selection. "Still, our product requires a different type of approach. We don't need to just offer the product, we have to actively promote it." Up until last year, around 70% of the products were sold in Belgium, but Stoffels has their sights set on working more with the international market as well. "At the moment we are already selling to England, France, Scandinavia, Canada en Dubai."
"Tomabox: Great success"
When it comes to the question about some successful varieties that become less popular over the years, Paul answers that everything is started very carefully. "For example, we have been growing the Sunstream for around eight years and the volume has increased with each year". Petra says that she has been disappointed multiple times in the beginning phases of a new variety. "We might have thought it was a fantastic product, but it wasn't accepted by the market. Then comes the question: should we go further or should we stop? One example is Juanita, which had difficulties in the beginning. We decided at the time, when quantities were available, to offer it in larger packaging (comparable to small crates of mandarins). The Tomabox became a big success and through that enthusiasm, it appealed to mothers with children."
This segment of the marketing is primarily performed by Petra. "I can especially learn a lot from my children", she says with a laugh. "The best ideas come when we are all sitting together around the kitchen table. Quite often there is a story behind the products. First we seek out who is looking for our products and then we give them what they are looking for on the market."
"Healthiness, sustainability and respect for people and the environment are important foundations for Stoffels. Being a socially responsible business is integrated in all of the business processes. All tomatoes are produced in an ecologically responsible way with strict focus on biological pesticides, recycling drainage water and the use of organic substrate and environmentally friendly energy. High energy prices and public discussion regarding energy use has led to us being one of the first tomato companies in Belgium to switch over to cogeneration (CHP). One of the ideas in our company philosophy is that we want to promote sustainability all the way through the company down to the level of our employees. Foreigners, the disabled and people above the age of 50 are judged on the basis of their capabilities and capacities regardless of where they came from, their disability or age. It is because of this belief that we have received an award for diversity."
Innovation that runs through the entire business
Paul en Petra are positive about the future. "It is still exciting. There are new developments every year and we never take anything for granted. Someone said to us once: "From start to finish, your innovation runs through the entire business. That is the power of Stoffels! We will continue to keep our foundations and expand in the coming years. Not only in Belgium, but also abroad."For more information:
Paul Stoffels
Petra Veldman
BVBA Stoffels
Kleine Gammel 61
2310 Rijkevorsel
T +32(0)3 314 24 48
F +32(0)3 314 17 09
[email protected]
www.stoffels-tomaten.be