De Appelaere can look ahead again after the challenging pandemic years. This Dutch company produces pure juices from apples, pears, oranges, and grapes. Last week, it was at the Horecava, a hospitality trade fair in the Netherlands, and noticed that demand for its juices keeps rising. "We had a bit of a hard time when the hospitality industry was closed. But, the pandemic made people more aware of quality. We're reaping the rewards of that," says De Appelaere's Janine Tazelaar.
It was during the pandemic that the company introduced its fourth and latest addition to its assortment: Druivelaere. This grape juice was subsequently named "Best Product of the Year 2021-2022" in Belgium in the fruit drink category. "Unfortunately, we couldn't let the public taste it then. Now, that's finally possible again, and it was wonderfully received at the Horecava. The orders we got after the fair support that."
As mentioned, Janine sees that consumers are becoming increasingly aware of quality. "They're paying closer and closer attention to this when shopping. That's allowed us to grow nicely in both the Netherlands and Belgium," she explains. The company, which supplies the retail and hospitality industries, is distinctive.
In September and October, it juices fruit directly from the tree. "Some companies juice year round, but we buy the fruit right after harvest, press it, and then store it in tanks. We then bottle it throughout the year. That's how we maintain optimal quality."
So, despite the challenges, Janine is very optimistic about the future. "Of course, that global crisis affected us too, but thanks to reliable partners, we could always ensure we could deliver everything. I'm proud to say we've never turned anyone away. And that consistency is why people choose De Appelaere."
"Once they switched, they stayed," laughs Janine. The company thus aims to continue its steady expansion in the Netherlands and Belgium. "We have plenty of goals. But what we do, we want to do well. For now, there's still a world to win in these two countries, so that's where our full focus will lie."
