Veiling Hoogstraten has a limited product range: revenue is comprised of 50% strawberries, and a small part berries, including blueberry and hardy kiwi. The other 50% consists of vegetables, mainly the greenhouse vegetables tomato and bell pepper. For tomatoes, Veiling Hoogstraten saw a further growth – and move – in 2014 to specialities. This change will be be intensified in 2015.
Strawberries made a good annual price and tomatoes a reasonably one: bell pepper and cucumber score significantly less in 2014. The spring was characterized by summery weather with early productions, and weak price setting across the board. This meant that, at the start of the summer, substantially lower mid prices were seen.
The summer was – cold and wet – which caused an absence of peaks in productions and a better price setting for strawberries. Tomatoes did see a production peak in July, with a low point being a great deal of unsold volumes late July, early August. Later on in August, the tomato market recovered remarkably quickly though. For bell peppers, May and June were still good months. The second half of the year was decidedly weak. Despite the Russian boycott early August against EU fruit and vegetables, autumn was downright good for tomatoes. The feared lower prices for strawberries – as a result of increasing volumes – also didn't substantiate, and it turned out to be one of the best autumns in a long time.
The end result for Veiling Hoogstraten in 2014 can definitely be called atypical, in a year where, on average, results were not as good.
Strawberries made a good annual price and tomatoes a reasonably one: bell pepper and cucumber score significantly less in 2014. The spring was characterized by summery weather with early productions, and weak price setting across the board. This meant that, at the start of the summer, substantially lower mid prices were seen.
The summer was – cold and wet – which caused an absence of peaks in productions and a better price setting for strawberries. Tomatoes did see a production peak in July, with a low point being a great deal of unsold volumes late July, early August. Later on in August, the tomato market recovered remarkably quickly though. For bell peppers, May and June were still good months. The second half of the year was decidedly weak. Despite the Russian boycott early August against EU fruit and vegetables, autumn was downright good for tomatoes. The feared lower prices for strawberries – as a result of increasing volumes – also didn't substantiate, and it turned out to be one of the best autumns in a long time.
The end result for Veiling Hoogstraten in 2014 can definitely be called atypical, in a year where, on average, results were not as good.
Veiling Hoogstraten is hoping to continue this positive run in 2015. To achieve this, there will be a focus on hiring experienced staff, in-depth investments in infrastructure, market research, direct communication with producers and customers, and further crystallization of own identities.