Organic sector never had a 'boom' and never will

Biofresh is a Belgian wholesaler specializing in organic fruits and vegetables as well as fresh- and dried goods. They serve Belgian stores and specialty shops and see room for growth in this sector. "The organic sector has never blown up, growth has always been step by step and that will continue," says Filip Fraeye, managing director of Biofresh.

One third of their assortment is made up of potatoes, vegetables and fruit. "Depending on the price, we bring in, on average, an annual of 16 to 20 million Euro from the fruit and vegetable sector," continues Filip. "In 2003 we started with 40 employees and a turnover of 14 million Euro. Ten years later we had 54 million Euro and 120 employees." Biofresh originally began in the 1980's with a collaboration between organic pioneers. "The second Biofresh was created by a merger of three companies. Today we offer a total organic package of fruits, vegetables, and fresh- and dried goods."

Efficient delivery system

Biofresh's main customers are small specialty shops. "We deliver 95% of the orders ourselves. The Belgian road network is very complicated, but we have developed a delivery system that enables us to deliver in a fast and flexible manner. We have used this efficient system since the beginning and that is our key to success. We also often deliver at night because it is less busy on the roads then. Of course this costs us extra, but it is worth it. In some places in the big cities like Antwerp and Brussels it is virtually impossible to deliver during the day due to traffic." Biofresh buys from importers, wholesalers, auctions and directly from growers both at home and abroad. What often happens in the organic sector is that the volume is too small to serve the market. "We always buy Belgian products first, and only after we've done that do we look at other origins."

Organic growth

According to Fraeye, there is growth in the organic sector. "In terms of cultivation in Belgium there are differences between Flanders and Wallonia. The organic growers are mainly in the southern part of the country. In Flanders you have more greenhouses than outdoor cultivation. It is a challenge to motivate growers to start growing organic. They cannot be promised that everything they grow will be sold. In addition, there is a change-over period and it is not simple. For growers to switch over it has to be a deliberate choice."

Price difference

"The difference between organic and traditional is that organic prices are higher, but more stable. And honestly, the grower takes on more costs. We try to make our prices competitive so that our customers can also do the same. In the organic sector they especially have to be able to compete with the supermarkets. Prices in the organic sector will not rise, and in the future it is likely they will be closer to traditional prices."

Image change

The organic sector's image and customers have changed throughout the years. "In the past, people thought organic meant more expensive and less tasty and hippies that looked weird, but it is different now. The products are delicious and they look nice, and trendy people buy organic too now. The 'old' image is outdated. This development has occurred naturally. Sustainability is a concept that a growing part of society is interested in, and the organic sector is part of that. It is a phase." Filip thinks a great advantage is that consumers stay faithful to their choice. "It is also because of ecological and sustainable reasons. The price is higher but the choice has already been made. That is why the organic sector will not disappear and will grow." The organic sector could not handle big growth, according to Filip. "If half of the people switched over to organic tomorrow there would not be enough. We are realistic, but positive."

What is needed is grown

He is optimistic about the future of the organic sector. "People will continue to eat fruits and vegetables, and on top of that I see the number of vegetarians and flexitarians growing. If you are accustomed to organic products, you don't want to go back. In terms of quality and taste it is the difference between heaven and earth. The quality of organic products is phenomenal. It is authentic and pure. The organic sector does not produce as much as possible, only what is needed, and in an economically correct manner. Sustainability is a very important pillar for us as well," says Fraeye.

For more information:
Filip Fraeye
Biofresh vers
Berkenhoekstraat 20
2861 OLV-Waver
www.biofresh.be
info@biofresh.be