Van Elven Agra from Veerle-Laakdal grows and supplies potatoes, carrots and onions. The company was founded in the early 1980s, and is now run by Stefaan and Nele Van Elven-Devoghel. The enthusiastic couple thinks it's important to stand out, so introduced their own label, 'Vers van de Boer' (Fresh from the Farmer) several years ago. Their potatoes have been packaged in colourful bags since 2006, and can be recognized by the cheerful fellow on the packaging. The 'retro-like' drawings were designed by Belgian artist Herr Seele.
Brushing up
"Because of this, our potatoes are very recognizable," Nele says. "Normally, this product has a 'stuffy' image and boring packaging, which we wanted to brush up. We'd had the idea for a while, but after talking to the Farmers' League, we came into contact with the cartoonist. We are still very happy with this beautiful and innovative packaging. With this we stand out and are recognizable on potato shelves. We want people to appreciate the label for what it is and what it stands for. This because of the unique flavour of the products, and from the awareness that those products have been grown in a sustainable manner, and that the grower has received a fair price for his products."
The potatoes are grown in Haspengouw, about 60 kilometres away from the trade location in Veerle-Laakdal. "Here we have sandy soil, in Haspengouw there is loam soil. The quality of the potatoes in loam soil is much better. All in all we have 130 hectares of potatoes, 20 hectares of carrots and 5 hectares of onions. We grow some sugar beets and grains as well."
Stefaan and Nele Van Elven-Devoghel
Looking for niche markets
Van Elven supplies to various clients, including wholesalers, small supermarkets and vegetable shops, although those are a dying breed. "We also have a stand at the market in Herentals every Sunday. We're on a corner, so that people can park their car next to the truck and immediately load and pay for their products. That makes us a sort of 'drive-through'. We also sell to garden centres and are looking for other niche markets with an interest in our products. We believe it's important to take care of our own sales, so that we're also flexible in terms of how to present are products, being able to provide added value. That's why we rarely work with contracts or for industry."
She hopes for an increase in sales. "In recent years, we're seeing demand for local and farm products increase, as well as in the increasing in-house sales, with even retail asking for our products now." In-house, Van Elven sells other products in addition to potatoes, onions and carrots. "We're working with the seasons, and also offer products including top fruit, Belgian endive, strawberries and asparagus. We're thinking of expanding our range further in future, with dairy, but we're still looking into the possibilities there."
Since last year, Van Elven also has a company video. "We've had great reactions to this. In no time, this video had 15,000 views on YouTube. Reactions on our site are also very positive. That's why we think it's important to also have a good online presence so we can tell our story!"
For more information:
Van Elven Agra BVBA
Eindhoutseweg 42
2431 Veerle-Laakdal
Tel: +32(0)14/84.05.32
Fax: +32(0)14/84.25.16
[email protected]
www.vanelven.be