A busy period is approaching for Waltson Chips. The company, which specializes in artisanal chips, consistently sees a surge in demand during summer when terraces fill up, and festivals begin. "There is always a place for chips in the catering industry, so we are already seeing orders coming in steadily," says Joost Debeuckelaere of Waltson Chips and potato wholesaler Agro Debeuckelaere Staden.
"In recent years, we have seen a significant increase in sales," explains the entrepreneur from Staden, Flanders. "Building a brand takes time, and we have experienced that firsthand. It's a continuous process of exploring where the opportunities are and ensuring brand awareness. We are gradually succeeding in that. It doesn't happen overnight, but people need to start recognizing your chips and understanding what to expect in terms of quality."
The sales market for Waltson Chips extends beyond national borders. "Of course, the Belgian market is important to us, but we are also seeing growing demand from abroad. For example, we have orders ready for Eastern Europe, and our products are increasingly sought after in neighboring countries such as the Netherlands, Luxembourg, and Germany. In Germany, we work with an established chain that buys our chips, and customers keep coming back for them. That shows we are doing something right. We are now preparing for another successful summer."
Potato prices are struggling to recover
This positive outlook comes amid a turbulent period in the potato market. "It has obviously been chaotic with prices plummeting, making it very challenging. You would expect that, with the dry weather, prices would start to rise again, but that hasn't happened yet. It's tough to sell. There are still some stocks left, but for some, it might be better if it stays dry for a while, allowing prices to climb. We've had some rain this week, but it's been very localized, varying by municipality."
"Prices of €7.50 per 100 kilos are simply not sustainable anymore," Joost continues. "There were opportunities to sell at €30 or €35, but they didn't take them at the time. Always aiming for the highest price is difficult. That's the tricky thing about this market. When it comes to chip potatoes, we have little involvement because those prices remain stable. That is an entirely different market. However, in our wholesale business, we do handle chip potatoes, but there is little activity in the free market right now. Yet, that can change quickly. With potatoes, you never know. It only takes one factory spotting an opportunity and buying cheaply, which could instantly boost prices. Let's hope so, but you can't predict it. We cannot see inside someone else's mind. Buyers often think ahead rather than focusing on the short term, trying to gauge whether there will be demand or not."
For more information:
Joost Debeuck
elaere
Waltson Chips
Tel: +32 51 70 16 25
[email protected]
www.waltson.be