BelOrta's turnover has risen from 350 million Euro in 2014 to 400 million Euro in 2015. Director Filip Fontaine says that the growth mainly comes from the Netherlands, "In 2015, 12% of our turnover was directly purchased by our neighbors. Both growers and buyers see the advantages of a relationship with BelOrta, including advantages like low costs." The director explains more about the growth, "BelOrta has had a record year, but many growers have not had such luck. Some products did well, others did not. Tomatoes remain the largest product. We had a lot of cucumbers, and the price was still decent. The price of bell peppers held as well despite all the growth. The larger volumes find their way on the market."
Price setting
In recent years more and more tomato and cucumber growers from the Netherlands have joined BelOrta, "We expect a 10% increase in cucumbers next year." Filip emphasizes that growth is not a goal in itself, "The growth is good, it proves that we are a cooperative and that we are attractive to growers. They believe that the idea of a traditional cooperative still works." According to Filip, being able to set the price for big products is 'incredibly important', "We can set the best prices that you can find in Western Europe. This is because we have increasingly taken on the role of price setter. People look to BelOrta to set the bar for many products. So in that sense it is quite logical that we get the best prices."
The Netherlands
Not only do Dutch growers join BelOrta, but Dutch buyers are showing more and more interest as well, "If we look at the customer side of things, most of the growth is coming from our neighbors. We build good relations with the large Dutch distribution companies and we will maintain those relationships."
Belgium
Belgium is very important to BelOrta, "Approximately 80% of our Belgian customers are retailers, both directly and indirectly, "To use a sports analogy: we have learned that you first have to win at home before you can win the championship. Which is only logical. Belgium remains the most interesting market to sell to. We can certainly make a difference here."
New course, own brand
We have many marketing plans, which we have been working on for a while, "Refining Fruit and Vegetables is the new baseline that BelOrta will be communicating to the market (B2B). You can find our fruits and vegetables everywhere. We will also have active promotions in 2016 in the consumer realm. Our campaign makes fruits and vegetables fun again. This will be brought to customers in various ways. We want every consumer to get to know BelOrta. We will continue using Flandria of course; that is the quality label. The brand will become BelOrta and will be directed at Belgian consumers. Flandria will remain a brand for abroad."
In the coming years
BelOrta will be investing in various new business ventures in 2016, "The Veiling Zuid project will begin in 2016, which will be next to the new BelOrta building. We are also ready to buy 12 acres of land for a new storage facility. The site will be optimized. We also have a lot of plans for the coming three years. The plans are ready, the teams are ready. We are ready to take on the role of market leader in Belgium."
