The cherry season at Hellingenfort is going extremely well, according to owner Karel Vaes. "It's a very nice season. The abundance of sunshine is making the cherries extra sweet, the yields are good, and the Haspengouw soil is resistant to heat and drought, so we expect a strong season," says the grower of the Hellingenfort farm. He adds that the warm temperatures are boosting consumption: "Cherries are a typical seasonal product, and during this kind of weather, they fly off the shelves."
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The season started for Hellingenfort in mid-June, with the current focus on the Kordia variety. "We're not fully convinced by the earlier varieties, with a few exceptions, but the Kordia is excellent again this season. This period is extremely intensive. We start working at 5 a.m. every day and get the first reports from traders an hour later, but we want to stand out through speed. For us, a short supply chain means the cherries must be sorted within an hour of picking. Everything has to be in the distribution chain two to three hours after picking. The cherry should taste as if it's just been picked from the tree. That's a challenge every day, especially with airport slots, logistics, and delays, but if we keep a cool head, we succeed every night. That still gives a very satisfying feeling."
Karel sees this quality breakthrough as something of a first in the premium segment. "We work entirely by hand, aiming for the highest quality by avoiding machines. For us, it's the only way. We swear by it, and we see that the trade and specialty shops are increasingly supporting us. It's been a 10-year battle, but we finally seem to be winning. For years, the biggest problem in the trade was short-sightedness among buyers, who protected their portfolios through cheap purchasing and margin-driven decisions. I believe we need to build stable relationships based on trust. That's how we select our clients. We don't work with everyone. There needs to be a commitment to carry and represent the brand."
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Air freight
In this way, Karel has built strong relationships with Dutch customers, and besides his domestic market, there is also interest from countries like France. Additionally, demand is even coming from the United Arab Emirates. Karel emphasises that his cherries are a premium product that is gaining popularity worldwide: "If you can fly in beans, you can also see cherries as a luxury air-freight product. People are quite willing to pay a bit more for top-quality cherries."
The recent drought and heat have also not posed a problem so far, he continues. "The soil helps us here. In fact, how you treat the soil is extremely important. We use regenerative soil management with microbiological processes and organic manure, which builds resilience. In addition, we've recently specialised in a new pruning technique. It works wonders. The trees are thriving."
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Varieties succeed each other
Looking ahead, Karel expects a smooth continuation of the season: "As long as the weather holds. Most of our cherries are under cover, so we're protected against surprises. The market is doing well, and the varieties are following each other nicely. I expect Regina will come into play next week. It needs sun to develop its flavour, and it's had that, so this year, Regina is a worthy flavour successor to the Kordia. After that, we'll have cherries available until mid-August."
What he also notices is a new dynamic within the fruit sector. "We're no longer under pressure from switchers expanding from hard fruit cultivation. Growing cherries is complex; it takes real craftsmanship, not something you do on the side. That trend of part-time cherry growers has sometimes harmed quality in recent years, but now we see flavour becoming decisive again. That's a trend we've been pushing for years as a company, and it's finally gaining ground. We're extremely happy about that," Karel concludes.
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For more information:
Karel Vaes
Hellingenfort 
Helshovenstraat 16A
3840 Borgloon, Belgium
Tel: +32 477 50 03 23
[email protected]
www.fruitmethartenziel.be
