A new adventure for Kurt De Nys. The experienced professional in the Belgian potato sector has recently made the move from Warnez to Aardappelen Legrand. "Perhaps not a switch I had immediately expected, but it's actually not such a strange one. The fourth and fifth ranges have always inspired me in particular, and with Aardappelen Legrand, we now want to take the next step in growth," he says.
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For more than four years, Kurt served as CEO of Warnez, but now, he explains, the time was right to hand over the reins. "My role was to prepare the third generation and take the family business forward. This summer, we agreed that the moment had come to really take that step. I therefore passed the proverbial torch to Charlotte Warnez and Philippe Opsomer, leaving the company in good hands to continue the growth story."
Kurt himself decided to join Aardappelen Legrand this autumn. "It's a step into a part of the sector that has actually intrigued me for a long time," he explains. "The company has long specialised in the fourth and fifth ranges, think convenience, meal boxes, and fresh potato products for the Airfryer. I've never made a secret of the fact that I believe that's where the future of potatoes lies, which is why I was immediately excited by the story of Aardappelen Legrand from the very first moment."
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Fragmented market
The goal now, Kurt explains, is to take the company to the next level. "My assignment is to develop a clear commercial strategy together with the family, a flexible plan with firm targets. Until now, the company has mainly focused on chip shops, which, of course, still represent a strong market, especially in Belgium. However, there is also great potential in retail and food service. We have a solid organisation with state-of-the-art production facilities. The foundation is there, but if you want to grow, you have to look toward other markets."
He has already jumped into this with ambition. "For example, we conducted a market study on packaging formats and volumes. It showed that the market is highly fragmented: from small 175-gram packs in Dutch retail (such as at Jumbo, Plus, Albert Heijn) to larger kilo packs for discount chains like Lidl or Delhaize. This requires specific solutions, because small packaging demands different investments than bulk packaging for chip shops or restaurants. Those investments have now been made, so we're also more flexible in producing smaller volumes. This allows us to explore different markets with different products, such as, in addition to Belgium, the Netherlands and France."
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"Moreover, with the bankruptcy of CêlaVíta, new opportunities have emerged, especially in the UK, where some retailers suddenly found themselves without a supplier. It's obviously difficult to replace such a big player, but while many will rush in with mass production, our focus is really on quality and long-term relationships rather than price wars. We work based on taste and fixed price agreements, especially in hospitality and food service, which is how we aim to differentiate ourselves. Going further afield is difficult. We are looking into options such as further pasteurisation to extend shelf life, but that does come at the cost of some flavour and texture. You have to weigh that carefully, because a mushy product in the packaging simply doesn't sell."
At its site in Blankenberge, Flanders, the company's product range includes everything from fresh fries to pasteurised baby potatoes and potato slices. "Essentially, the entire fourth and fifth range. We mainly work with contract cultivation, which is necessary because we use specific varieties such as Agrias, especially important in retail for their beautiful yellow colour, and Bintjes, which remain very popular with chip shops because of their flavour. It's still an extremely difficult variety to grow, but it remains unbeatable in taste. We want to revive that 'from field to fork' story."
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Healthy, but easy
Kurt is therefore very confident about the future, in which he says, convenience will play an important role. "The potato market isn't the easiest at the moment, but we strongly believe in the convenience segment. It's also clear from GfK data: Where fresh loses, convenience gains. Frozen is losing ground, partly because of energy-intensive storage. Convenience products, such as ready-to-cook options or Airfryer-ready portions, simply fit better with the modern consumer who wants to cook but has limited time."
"Everyone wants to put something tasty on the table, but preferably without having to peel or cut. So if you can prepare something healthy and delicious quickly, for example with the Airfryer, that's a logical choice. At the same time, people still want to feel that they've cooked it themselves. We continue to focus on that. Think of freshly prepared purees, semi-finished products, and so on. We also supply companies that process those further. It's a market that's growing. The sector we operate in is small, but very dynamic. It's a niche within the potato world, with its own rhythm. The great thing is that this fresh convenience segment is growing, unlike many other fresh produce categories, where the pie is getting smaller. Here, it's actually expanding. That's why I approach these new challenges with great enthusiasm," Kurt concludes.
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For more information:
Kurt De Nys
Legrand - Grand Service
Brugse Steenweg 142,
8370 Blankenberge
[email protected]
www.aardappelen-legrand.be
