The three main pillars are the tomatoes, strawberries and peppers: together worth 95% of the turnover. The strawberry area of 2016 is a small 1000 hectares, of which a third is open ground production. Besides the main three products there are other fruit and vegetables that are increasing in area and volume for the cooperation and there is increasing diversification in the assortment. "We are seeing a continued growth in specials, growers switching to special products. A doubling is visible for the third year in a row in specials. The area of greenhouse vegetables is also constantly growing. We had cherries for the first time last year and expect 35 tonnes this year. 150 tonnes is estimated for kiwi berry. The production of blueberries and raspberries is also rising."
Start of the strawberry season with the director and president of Veiling Hoogstraten and Gaëlle Devos of Delhaize (with strawberries) and Ine Tassignon of the Red Cross (with the 8000 Euro donation).
Re-branding
Hoogstraten presented its new branding and logos during Fruit Logistica. In the past it presented the three brands Veiling Hoogstraten, Flandria and Specialty Street, now there is only one: Hoogstraten. "The introduction of this master brand is a big step, but over the last years we and other Belgian cooperations feel the pressure to create our own brand and you see that various ones have been introduced. The name Flandria will still be found on the packaging of certain products, we won't drop the quality brand." Due to the increase of mediation Hoogstraten opted to no longer call itself an auction, but a cooperation. "This covers it better and is more internationally recognisable," explains Jan. "We will continue to roll out our re-branding in 2016 and Hoogstraten will be promoted both B2C and B2B."
Tasty re-branding!
2016 projects
Various projects are planned for the new year. 3180 solar panels are to be placed on the roof of the vegetable warehouse. This will be worth 15% of the energy needs at Hoogstraten. There will also be a new packaging department in April with a surface of 5,500 square metres. A new warehouse is being built at the moment, which Groep Achiel de Witte will move into. This 2,500 square metre warehouse is being built by Hoogstraten and rented to Groep ADW, one of the cooperation's largest customers. Another project/event this year is the tomato congress from 13 to 15 April, in which Hoogstraten has an important share.
On this morning a box of strawberries was auctioned off for charity. This box went to Delhaize for the price of € 500 per 500g. Thanks to a contribution from Cooperation Hoogstraten cv, on the growers' behalf, the returns were doubled. The amount of € 8,000 was presented to Ine Tassignon, representative of the Red Cross. This is an independent voluntary organisation that stands up for vulnerable people at home and abroad and is active in disaster relief, self reliance and blood supply. The people of the Red Cross are very thankful for this generous gift. What will they do with the money? "We can use these returns well to 'help help'. This is something we want to invest in more in the future."
Time to talk and enjoy strawberries.
Delhaize purchase
Gaëlle Devos (Category Manager Fruit & Vegetables) of Delhaize is happy with the purchase of these strawberries. "We are happy to be able to buy these strawberries and give the starting signal for the Belgian strawberry season. We want to highlight the importance of local production with this purchase. It's our philosophy to offer as many Belgian products as possible. We are investing fully in partnerships with local producers. The fact that we can also contribute to a national charity is a great addition!"
Time to talk and enjoy strawberries.
Delhaize purchase
Gaëlle Devos (Category Manager Fruit & Vegetables) of Delhaize is happy with the purchase of these strawberries. "We are happy to be able to buy these strawberries and give the starting signal for the Belgian strawberry season. We want to highlight the importance of local production with this purchase. It's our philosophy to offer as many Belgian products as possible. We are investing fully in partnerships with local producers. The fact that we can also contribute to a national charity is a great addition!"
Achiel de Witte of Groep A. De Witte and Johan Janssens of Continental Fruit.
Wim Denckens of Continental Fruit with Ellen of Sebrechts wholesale.
Catching up.
The men of CLTV Zundert. From left to right: Rob Coremans, Marcel Biemans, John Coremans, Toon Trouw, Michel de Meijer, Richard Antonisse and Erik Bastiaansen.
Christophe De Brauwer and Laurent Haenen of Frubel with Ad Timmermans.
Stefan Bosmans of Michel Fruit with his colleague Eli Michiels.
The Hoogstraten ladies: Natalie Snijers and Leen Matthé.
Gaëlle Devos (Delhaize), Peter Lenaerts, Lu Adriaensen, André Marijnissen and Dirk van den Plas (president of Veiling Hoogstraten).
For more information:
Gaston Opdekamp, Director
Jan Engelen, Commercieel manager
Coöperatie Hoogstraten
Loenhoutseweg 59
2320 Hoogstraten 2320
Tel: 03 340 02 11
www.hoogstraten.eu
