"We've noticed sales of unusual mushroom varieties - oyster, shiitake, and portobello – increasing, and that chestnut mushroom demand is gradually rising. White mushroom sales, though, remain stable," says Frank Geurts of Geurts Champignons. This Dutch company grows and sells various kinds of mushrooms.
© Geurts Champignons
The plant-based trend and wider supermarket range on offer boost diversity and growth. "Mushrooms are a great addition to meat substitutes, and with supermarket shelves becoming more and more diverse, consumers are being challenged to experiment and vary their diets. The variety of mushrooms makes cooking fun."
Frank sees that sliced mushrooms are gaining popularity, too. "There's an increasing demand for convenience, and to accommodate smaller households, portions are shrinking. Also, smaller portions are being included in meal kits. If a recipe requires no more than, say, 125 grams of mushrooms, it's a waste to include a 250-gram container in a meal kit," he says.
© Geurts Champignons
Supply and demand are balanced. Fewer suppliers and consolidation on the sales side are fostering long-term grower/retailer relationships. "The number of suppliers is decreasing. There are also fewer parties on the demand side."
"That's due to all the takeovers and collaborations. For Dutch mushroom supermarket supplies, I think we're increasingly moving towards lasting partnerships between growers and retailers. That will ensure growers' place in the world," says Frank.
© Geurts Champignons
Geurts Champignons has invested heavily in sustainability, like solar panels with batteries, thermal energy storage sources, water collectors, and smart control technology. The company wants its energy sources to work together efficiently and to reduce its carbon footprint.
Strategically, the business has opted for direct sales: slicing/packaging in-house and dealing directly with customers ensures speed, transparency, and freshness. "For the first 30 years, we grew produce for intermediaries, but for the past ten years or so, we've generated our own sales. Clients increasingly want to connect directly with growers."
© Geurts Champignons
"That's eliminated part of the chain, so we can respond more quickly. We can communicate directly with buyers, which leads to greater transparency around supply. Expanding our sales is, thus, more flexible and transparent, with fresher produce," Frank concludes. The 40-year-old family business, now with a young team, is therefore confident about the future.
For more information:
Frank Geurts
Geurts Champignons
+31 (0)6 2923 0207
[email protected]
www.geurts-champignons.nl