High price levels
By the end of June, the older cabbages were all cleared from the cold storages, after which vendors could start anew, with fresh produce. ''The prices for the chilled goods were pretty depressing. Starting in July, when people could feel how the drought had a big impact on the market, prices skyrocketed. In the course of this, we were able to sell early cabbages quite well,'' says Mr Bartels. Right now the situation is somewhat turning around again, as many farmers decide to cut and market their cabbages -which were originally intended for cold storage- due to the high price levels. "At the same time, various food retail chains have already decided not to run the promotions that usually take place in the fall."
The producers and marketers in the so-called stronghold of German cabbage cultivation are currently facing some major challenges, according to Bartels. Although the industry had some windfalls again this year, the years before were much more difficult. "Retail is more and more concentrated nowadays, and as a result there are hardly any free producers on the market. In addition, because of situations like the Russian embargo, we have lost a lot in the export possibilities in the process as well. Finally, the cost of our cabbages in terms of wages and energy for the cold stores are becoming more expensive every year,'' says the experienced marketer.
'Completely undervalued'
Compared to other vegetables, cabbages in today's market have the disadvantage that their appearance has hardly changed. "The cabbage product itself is not marked effectively and has no clear, recognisable aspects either. In this respect, it is relatively unattractive to be advertising it as well. Although we occasionally test special varieties in cultivation, they are rather niche products, just adding to the standard range.''
Nevertheless, there are still selling points for the cabbages: ''The cabbage is available almost year-round, very healthy and, above all, quite cheap. However, it remains a relatively simple product in the assortments. No consumers pays any particular attention to cabbages, simply because they are always around. This is why, although the cabbage remains an important vegetable, unfortunately it will always be completely undervalued.''
Sweden as the main export market
The Freshfield company has 70 hectares available and buys additional goods from regional producers (from a total of 150 ha.). With approximately 70 percent of sales, white cabbages are the predominant articles in any product portfolio. The vegetables are also exported, to countries like Italy, Poland and Hungary. However, Sweden is by far the most important market in the export sector.
