"Belgium: "No-sales also give a certain exclusivity"

Wholesaler Fruit Vandepoel from Brussels introduced the brand La Fleur Magique around 15 years ago. "I thought it was important that we could introduce a special name. Every fruit starts with a flower; this is why we choose the name 'magic flower'. The first fruit labelled with the name 'La Fleur Magique' were apples, followed shortly after by strawberries. Today we sell the complete soft fruit assortment, citrus, stone fruits, and melons under the name of our house brand. This year we also added courgettes and salads to the assortment," explains owner Wim Vanderpoel.

Three year pilot

"For us, the most important aspect for products sold under this name is the quality. Our assortment is extended quite regularly. We work chiefly with our own growers and feel that it is important to run a pilot of three years. After these three years we then decide if we will add the product to our assortment. Before a product is added to the La Fleur Magique range, it has already gone through a rigorous evaluation period."

"Alongside quality, distinctiveness is also very important. You see the same brands by many of our competitors and we wanted to offer something different that is of top quality in attractive packaging. In addition, it needs to be something where the growers, as well as ourselves, would benefit."

Wim says that the average price-range is slightly higher compared to other brands. "The market prices change almost daily, we try not to follow this immediately, but instead stay at a more stable level."

Exclusiveness

"Our customers know that 'La Fleur Magique' products are good. They meet the highest quality standards and are inspected by the growers and by us. Alongside that, we keep the cultivate on a small scale so we can monitor closely. This causes some shortages, but if it's out of stock, then that's just it. The customer knows that we only offer the best and if this is no longer available from the growers, it will not be marketed under our house brand. A product that is not always available also gives a certain level of exclusivity."

The packaging for each product is personally designed by Wim. "The visual impression needs to match with the product. The logo and letter type are the same everywhere, but we match the colours with the product. The package design is a pleasure to create, a really fun hobby," concludes Wim.

For more information:
Wim Vandepoel
Bvba Fruit Vandepoel
Molenbergstraat 11
3470 Kortenaken - België
Tel.: +32 (0) 11 58 71 47
Fax: +32 (0) 11 58 17 46

Mabru Sales
Werkhuizenkaai 22/23 - Hall D
1000 Brussel - België
Tel.: +32 (0) 2 241 17 20
Fax: +32 (0) 2 216 83 71
[email protected]
www.fruitvandepoel.be