Where Waltson Chips began as a passion project by grower and trader Joost Debeuckelaere to turn his own potatoes into artisanal crisps, the brand has since spread across several European markets. Recently, the bags of Waltson Chips can quite literally be found in the air after a partnership was concluded with Brussels Airlines. "A great partner to have up there," laughs Joost of Waltson Chips and potato wholesaler Agro Debeuckelaere Staden.
© Waltson Chips
The partnership actually came about by coincidence. "During a Brussels Airlines meeting, some of our chips happened to end up on a table where people could grab a few. They were so well received that some were taken along to a reception," Joost explains. "One thing led to another, and that enthusiasm turned into a collaboration that now places us on Brussels Airlines flights. We also receive lovely reactions. People send photos telling us we are flying with them on board. That's always nice to see."
Things have moved quickly for the artisanal chip producer. What started modestly in the Staden area of Belgium has now expanded to include partners not only in Belgium but also in the Netherlands, France, Germany, and Eastern Europe. "The Belgian market is, of course, an important one for us. We regularly prepare orders for Eastern Europe, and demand is growing in neighbouring countries such as the Netherlands, Luxembourg, and Germany. In Germany, we work with an established chain that purchases our chips. Now we can add yet another new partner to this list. It is great visibility once again. You never know where the bags end up, who is on such a plane, or which companies might pick it up. In any case, it brings great opportunities."
Virtually no movement on free market
Where things look positive for Waltson Chips, the situation is far more challenging for the potato wholesaler. "It is going to be an extremely difficult potato year, we can say that. Everything is now in storage, but there is more than enough volume available. On top of that, it remains a bit too warm, so they are sprouting faster. And free potatoes are simply not being taken by the factories. The chip industry is almost absent from the free market. Fortunately, for our chip potatoes, almost everything runs on contract, and those deliveries are going well. We will have to wait and see if this changes. Until March, it will be difficult anyway. Once we can get back into the fields, we will have to look further."
For more information:
Joost Debeuck
elaere
Waltson Chips
Tel: +32 51 70 16 25
[email protected]
www.waltson.be
