"EU: "Traditional breeds up against club varieties"

On the past and the future of Belgian and Dutch top fruit there are different opinions. In general, the opinion of the season 2011/12 everyone is in agreement: it was not easy. The supply was big and the prices were too low. In recent years the consumption of fruit and vegetables fell, while supply grew. "This is also a threat in the top fruit market," says Tony Derwael of Bel'export. "In the Netherlands and Belgium less and less domestic top fruit is consumed and export has therefore become a necessity."

Forced growth
"Over 50% of our fruit has to be exported," says the exporter. "As our production has expanded, we have started to export more. The product has to go somewhere. This year we expect to sell 80 million kilos of fruit. We are forced to grow. "However, the domestic market, according to him will still fall. But that share is shrinking in apples and pears. In recent years, many apple orchards have been uprooted and pears have taken their place. This represents a production increase of 20 million kilos per year and that is extreme. There should be no more planted, but that's the downside of free varieties. If it was more controlled, it would be better. It is really alarming. We really need to find additional markets for the Conference." He thinks the domestic consumption could be increased by promoting fruit and vegetables more, especially with children. When it comes to the sale of club varieties, Tony sees an increase in consumption. "So you see that promotion does have an effect. A brand such as Pink Lady has already convinced many supermarket chains. These are, for example sold at three Euro per kilo and one euro for Jonagold. For a club variety retailers ultimately receive more profit and that ensures that their share is rising steadily."

Marketing spread
To overcome the problem of overproduction and to spread its sales, Bel'export is trying hard to find new markets with new products. Major markets for the company are currently Russia, Scandinavia and the United Kingdom. He indicates that Russia is an uncertain market. "In financial terms, companies should be really. We keep the payment as short as possible, but this is not always successful. If they are dissatisfied with the market situation they sometimes do not pay. "About 20 years ago, Tony along with Filip Lowette (now director BFV) started with Bel'export. "We were in the beginning specialists in Scandinavia and gradually in the English market. Today we supply four major retailers in England. After a time we added Russia to our markets. "This was a necessity to place the gross surplus of apples and Conference Class II," explains Tony. "Unfortunately, then came the development which saw Russia expanding and it now takes 60% of sales space and that's not a good development. Therefore we want to bring it back to a maximum of 30 to 40%."

A new market for Bel'export is India. "We see great opportunities for this BRIC country," says Tony enthusiastically. "It is being developed and is economically strong. India will grow in the future." The company has had a foothold for some years in the Indian market. "There have already been several test shipments sent to this country. This was mainly the Red Prince variety," says Tony Derwael. "In total, around 40 containers which in retrospect was too much. Unfortunately this variety was not good because it is not red enough. We are currently engaged in research into new varieties.

In the Indian market it is very important that the apples are bright red and sweet. The ideal apple has yet to be found." Tony sees a threat in the quest for the right apple for India. "In countries like Poland there are they exactly the same development processes and that is a big threat to us. Soon they will take over the business and we will only supply the if they have a short fall. In terms of location, Poland has some good benefits. It is therefore important that we find the new variety and export it exclusively to India. "However, exports to a country like India also has its drawbacks. "Longer shelf life of products is important because it is a warm climate and there is little cold storage possibilities. Upon arrival, the products are sold directly from the container. "

BioFresh and SmartFresh
Bel'export markets its products under the brand name partly Bel'de Looz. "First it was the intention to supply the Belgian market that brand, but unfortunately this objective did not work out. We could not compete with supermarkets that bought directly from the auction and we earned too little from it. Currently we sell, as well as Bel'de Looz, also the standard brands of Belgian fruit auction (TRUVAL) and Auction Borgloon (Eburon). With Bel'de Looz we want to reach the top segment to reach the high price level. Until now, the price of Bel'de Looz has been higher, but that is only a few cents. The distinctive mark is the perfect sorting and guaranteed shelf life. "When extending the shelf life Bel'export makes use of technology SmartFresh for apples and for pears, BioFresh. "My brother, together with a Dutch friend developed and patented BioFresh. By coating the pears with a special layer of sucrose, they get less oxygen and are more durable. We are now doing this for the second season and it works great. This is really a success for the Conference!"

Tony is the third generation of the cultivation company which started about 90 years ago. Bel'export began 20 years ago and is a subsidiary of NV Derwael. Derwael has an area of 100 hectares of deciduous fruit and works with about 40 growers, who market the fruit under the banner of New Green.

How does the new season this year look? "Questionable" says Tony. "Potentially, we will find a lot of damage from the frost in April and the Dutch harvest is also expected to be lower. Yet this is still at a maximum level. Only in June, will we be able to draw real conclusions in the orchards."

For more information:
Tony Derwael
Bel'Export
Neremstraat 2
3840 Borgloon - België
Tel +32 12 440 551
www.belexport.com