Belgian exporter Demargro recently broke new ground. The company, founded in 1975 and officially continuing as Demargro in 1994, is now a well-known name in the sector. For years, its focus has been on trading five core products, pears, leeks, tomatoes, strawberries, and cauliflower, to markets including France, Spain, and Poland.
With a new business strategy, the company now aims to move toward a more diversified product offering across multiple export markets. "Our strategy is clear: We no longer want to be just a trader, but a service partner that adds value," say Dominiek Keersebilck and Thibo De Meyer of Demargro.
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Dominiek Keersebilck and Thibo De Meyer
"So we are celebrating our 50th anniversary this year," the men note. Reason enough for a celebration, one might say. "But rather than looking back, we focus on what lies ahead. The first generation laid the foundations, the second built the company into what it is today, and now, across generations, we continue to work on the future: digitalisation, certification, market expansion, and knowledge transfer within the team. This is precisely why we were delighted to bring Dominiek on board," says Thibo, representing the third generation in the company. "With his many years of experience in commercial strategy and his network in fruit and vegetables, he's the right person to guide us through this renewal process, without rushing it. On the other hand, standing still means falling behind, so we are constantly looking to improve."
Demargro specialises in exporting mainly Belgian fruit and vegetables. "Originally, we bought almost everything through auctions and producer organisations," Dominiek explains. "Today, however, we also work directly with growers, both in Belgium and abroad. This is important to guarantee our volumes and to meet specific customer requirements, such as origin. France is our main market, and there the origin of the product plays a major role. French retailers naturally prefer local produce, so we need to be able to offer a suitable range all year round."
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Product expansion
"We aim to source as close to the origin as possible. This is not only about sustainability but also efficiency. Customers increasingly request specific packaging or volumes, and we try to arrange this directly with the producer. That way, we avoid unnecessary repackaging and transport. About 95 percent of our turnover still comes from Belgian products, but we now also work with several French and Dutch producers. Wherever we see opportunities to broaden the range, we seize them."
Roughly 80 percent of the company's turnover has long come from five products: Pears, leeks, tomatoes, strawberries, and peppers. "That has always been our strength, but we also see room for improvement. Traditionally, we perform strongly in the summer months, but business slows somewhat in winter. That's why we are not only looking for more customers but also for new products that allow us to maintain steady performance throughout the year. That requires time, knowledge, and people."
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"We are a compact team of about 35 employees, so expanding the range also means learning to work with new products, new customers, and new markets," Thibo adds. "It's a long-term effort, but a necessary one to keep growing. That's why we are consciously expanding our range with new products such as celeriac, Brussels sprouts, coloured cauliflower, and ornamental pumpkins. This diversification helps us remain an attractive year-round partner for our international customers."
UK as potential market
At present, sales are focused entirely on European export markets. "We supply various segments, mainly French retail, but also importers, processors, and wholesalers in France, Spain, and Poland. We're also seeing a growing group of producers who want to supply retail directly. We work closely with them, speak their language, and understand their challenges, something that comes naturally from our own background in horticulture and producer organisations."
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Dominiek: "Nevertheless, we've recently shifted our focus. For instance, we want to build new markets in Ireland, Scandinavia, Italy, and the UK. The UK, in particular, could be very interesting for us: Due to Brexit, self-sufficiency there has declined, creating new opportunities for Belgian suppliers. The first deliveries have already been made, and we're working to strengthen our physical presence there, building a network step by step. Italy is another focus market, where, for example, climate change is affecting local pear production. We pay close attention to that and try to respond appropriately."
Not the biggest, but the most flexible
Beyond new focus areas, internal operational processes are also under review, Dominiek and Thibo explain. "In addition to market and product expansion, we're placing strong emphasis on quality. Climate change and stricter regulations on fertilisation and crop protection make it harder for producers to consistently deliver the same quality. We see this, for instance, in leeks, where shelf life and thrips are challenges. Consumers want a perfect product, while growers have fewer resources. As traders, we have to be smart about this and invest in quality control and development to keep our customers satisfied."
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"Sustainability is another key priority for us and our customers. We're investing in electrifying our fleet, installing solar panels, and exploring other options such as water collection and hydrogen-powered transport. Not everything is within our control, but our customers expect us to be actively involved. After all, they must report on sustainability themselves and rely on us for data on CO₂ emissions, packaging, and food safety. This takes time and energy, but it strengthens our relationships with them," the pair continues.
"Our strategy is clear: we don't want to be just a trader anymore, but a service partner that adds value through reliability, service, sustainability, and long-term partnerships. Our ambition isn't to be the biggest, but to remain a highly flexible and agile player. By working together with producers, customers, and colleagues, we want to be ready for the next 50 years."
For more information:
Dominiek Keersebilck / Thibo De Meyer
Demargro
Ter Vlucht 5
8850 Ardooie, Belgium
+32 479 96 95 01
[email protected]
www.demargro.be
