In the Netherlands, Belgium and Germany, the asparagus acreage is growing year after year. According to Michiel Geraedts of ZON, Will Teeuwen of Teboza and Hein Buedts of the company by the same name, there is still plenty of room for growth on the domestic markets in the Netherlands and Belgium. In addition, the Dutch asparagus traders see opportunities for export overseas.
Between 2007 and 2014, the acreage in the Netherlands increased from 2383 hectares in 2007 to 3320 hectares in 2014, an increase of 39 percent, according to figures made available by Aceera.
Domestic consumption could go up
Figures show that domestic consumption can still increase. The penetration, the number of households buying asparagus, is 28 percent. One household buys asparagus 2.8 times per season on average, with an average weight of 600 grammes.
In addition, consumption can be increased by offering peeled asparagus, for instance. “We are seeing that market grow,” Michiel explains. “Our peeling machines are running full speed, and we also provide free peeling in stores.” But the real maker or breaker for the season is still the weather. “When the weather improves, we have to change gears fast, to bring all the volumes to the market,” Will says.
Regional product
Hein Buedts also sees the weather being a deciding factor. “When the weather is warm and the prices are lower, sales are going well, but with cold weather and high prices, like in the week before Easter, there is no market for asparagus.” In the week before Easter, asparagus was sold for prices around 20 euros per kilo. “Most retailers in Belgium started with the asparagus in March, and that’s when they want to have the asparagus on the shelves, but because the supply was low, the asparagus was prohibitively expensive in the week before Easter.”
And although the acreage in Belgium has increased significantly in recent years, Belgium remains a small asparagus country compared to countries like the Netherlands and Germany. “Asparagus is one of the few products that are typically regional,” Hein says. “The growing acreage has no consequences for the market, because the asparagus is still gaining popularity. So there are still plenty of opportunities on the side of the producer and consumer.”
Faraway destinations
ZON and Teboza are seeing demand from faraway destinations increase. Japan, Asia, and the United States are mentioned as growing markets. Closer to home, Michiel points to the opportunities in the United Kingdom and Scandinavia.
“We are seeing a worldwide shortage of asparagus,” Will says. “And although more green than white asparagus is consumed worldwide, interest in the white asparagus is increasing.” Logistics is still a challenge, but Teboza uses packagings that extend the shelf life. In addition, the companies have to take into account the consumer’s other wishes. “We have to build relationships. The buying and consumption behaviour of the Asian consumer, for instance, is very different than of the Dutch consumer. So we have to market the product differently.”
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Buedts
Hein Buedts