2021 marks the 50th anniversary of the establishment of diplomatic relations between China and Belgium, as well as the 10th anniversary of the first container of Belgian Conference pears entering the Chinese market - the result of the cooperation between Dole and BFV.
In January 2011, Dole opened a door for consumers in mainland China to enjoy their first Truval conference pears. Today, in addition to this variety, Dole has also introduced Sweet Sensation to further expand the choices of Conference pear fans.
Conference pears & Sweet Sensation pears
Belgium, the home of BFV, has an ideal environment for growing pears. The good soil composition and mild climate are highly beneficial to the growth of this fruit. The country’s prime geographical location of being in the center of Europe also makes it easy to make shipments worldwide.
Established in 1990, BFV is one of the large fruit cooperatives in Europe. Their over 1,000 growers have an average of over 75 years of growing experience, and Conference pears have been naturally bred and grown there for more than 100 years. In the past decade, Conference pears have developed into one of the largest fruit categories in Europe. Mr. Jan Hoogmartens, the Belgian ambassador to China, said that Conference pears, as one of Belgium's very important export items, are to Belgium what kiwis are to New Zealand.
Jan Hoogmartens, Belgian Ambassador to China
Fruits handled by BFV include apples, pears, cherries, and berries such as strawberries and blueberries. For pears, in particular, they offer varieties including Conference, Doyenne, Durondeau and Sweet Sensation, with Conference accounting for 92% of the whole. According to the data from BFV, the 2020 production of Conference pears reached 380,000 tons. Also, BFV's overall fruit market share accounts for about 50% of the Belgian market, and 85% of BFV's fruits are exported to markets around the world.
BFV partner orchard
BFV has long-term cooperation with Pcfruit Research Institute in terms of planting and cultivation management. Pcfruit is an independent research institution that researches new variety breeding, pest control, and growing methods, and guides and solves issues that growers encounter in the growing process to improve the yield and fruit quality of the orchard. In addition, BFV also works with the Flanders Center of Postharvest Technology associated with KU Leuven to determine the best harvest time and storage methods through scientific means. Therefore, all Truval Conference pears are never picked early; only fruits with a rich flavor and aroma are picked and packaged at the right time and shipped to China.
In BFV’s partner orchids, Conference pears are picked by hand, and workers discard deformed or small fruits directly during the picking process. Moreover, the fully mechanized grading system adopted by BFV is controlled by a computer during the whole process. The computer takes photos of each fruit and automatically grades it according to the settings, and transfers the fruit in a tunnel filled with water to reduce damage to the fruit.
High-quality cultivation and picking processes
Among the fruits offered by BFV, only fruits of the highest standard are selected and given the Truval logo. The Conference pears introduced to China by Dole in 2011 are such high-standard items.
BFV’s Truval Conference pear is a Western pear introduced to China after the negotiations among BFV and the Chinese and Belgian authorities. Dole China, the first and only mainland Chinese company to work with BFV to import Belgian Conference pears, had a strong interest in importing these products even before the official procedure kicked off. Based on its years of experience in the Chinese mainland market, Dole identified this fruit as a perfect match for the Chinese consumers, with its appearance of the slender and elegant shape and natural rust, and its excellent eating quality of being seedless and fleshy without the need to peel before consumption.
High-quality cultivation and picking processes
The relationship between Dole and BFV was established in 2006 when Mr. Chen Yongkang, General Manager of Dole China, and BFV executives Marc Evrard and Thomas Simillion discussed in depth the possibilities and potentials of Belgian Conference pears in the Chinese market. With the deepening of communication between the two parties, the idea of bringing Belgian Conference pears to this market also matured. As a result, the first container arrived at Shanghai Port on January 22, 2011. On January 24, witnessed by the Belgian national media and many other press outlets, the container was opened by Dole, marking the official entrance of Belgian Truval Conference pears to the Chinese mainland market.
The supply period of Belgian Conference pears lasts from October to June, which fills the gap left by local pears. Moreover, the unique flavour and qualities of these pears are very different from local pears, which broadens consumers’ choices. According to data from the official website of the Belgian Embassy in Beijing in 2011, Chinese consumers consume 15 billion kilograms of pears each year, which means the Chinese market has huge room for the development of this new product.
A promotion event in China combining the visit of the Belgian Princess and dishes prepared with Conference pears
When this variety was first introduced, consumers were curious about this freckled pear but were not ready to accept it. Dole and BFV organized a range of promotional events including product launch events, local brand promotions, and tasting events in shopping malls in major cities across the country so that consumers could try for themselves the unique flavour and gradually deepen their understanding of this pear. Through the good working relationship between the two parties and the active and effective marketing strategy, the product entered all major markets in China. In 2017, the promotion of Belgian pears won the Annual Marketing Activities award issued by Fruit Logistica Asia. The range of marketing activities carried out by BFV and Dole in China helped consumers better understand Conference pears and played an exemplary role in the supply chain management of high-quality fruits. These good market responses also led BFV to firmly believe that the Chinese market has huge development potential.
A promotion event in China combining the visit of the Belgian Princess and dishes prepared with Conference pears
In the past decade, Truval Conference pears could always be found in the Dole booth during major exhibitions and brand events, including the recently concluded 3rd CIIE.
Truval Conference pears on display at the 3rd CIIE
The Christmas-themed cooking video launched at the end of last year showed consumers how versatile Truval Conference pears were. With these in-depth promotion activities, consumers' awareness and acceptance of Belgian Truval Conference pears are also improving.
Dishes prepared with Conference pears
Over the past ten years, the import volume of Belgian Truval Conference pears in mainland China has grown from a single-digit number of imported containers in 2011 to more than hundreds per season. At the same time, according to the Chinese customs data in 2019, Belgian pear imports accounted for more than 50% of China's total pear imports. Behind all these figures is the strong support of Dole. Filip Lowette, CEO of BFV, said that the past ten years has been a period of continuous growth and he is very grateful to Dole China for its dedication and professionalism which forged the foundation for the cooperation between the two parties.
Born in 1851, Dole has grown into a multinational production and sales group of high-quality fresh produce. "A reputation built on quality" is a philosophy that Dole has always adhered to. Since entering the Chinese mainland market in 1998, the company has established modern processing and distribution centers in Shanghai, Beijing, Dongguan, Shenyang, Xiamen, Xi'an, Qingdao, Chengdu, Wuhan, and Kunming, offering reliable supply chain management capabilities.
In over 20 years of development in China, Dole has developed mature sales channels. Currently, it has more than 1,900 retail store clients including 11 national supermarkets, 26 well-known local supermarkets, and 31 well-known boutique fruit chains covering more than 190 cities. From import, processing, distribution, sales to brand promotion, Dole has provided a good foundation for the development of Belgian Conference pears in the Chinese mainland market, making the first decade of cooperation between the two parties fruitful and further strengthening BFV’s confidence in the Chinese mainland market.
Mr. Chen Yongkang, general manager of Dole China, said that when he first tasted Truval Conference pears with their distinctive fruity aroma and deliciousness different from local pears, he fell in love with this pear and decided to bring this high-quality product to Chinese consumers. Thanks to Mr. Filip for his enthusiasm and professionalism in the Chinese market, great success was brought to both parties.
The tenth-anniversary celebration is a good opportunity to further promote the cooperation between Dole and Truval and to further develop the Chinese market. First of all, the two parties plan to further expand their market share in mainland China to cover more retailers, sales channels, cities and regions across the country. After all, Truval pears are now one of the Western pears recognized by Chinese consumers.
At the same time, in response to the changes in the consumption habits, Dole has been recommending these pears in online live streaming events, receiving an enthusiastic response. Moreover, in addition to the launch of a new package to celebrate the 10th anniversary of the cooperation, Truval will steadily advance the development of Sweet Sensations in the market. It is worth mentioning that the introduction of this red Conference pear in mainland China also marks a first in Asia. These activities will be carried out steadily with the joint efforts of Dole and BFV.
In the future, Dole will promote Truval Conference pears on more platforms and occasions, so that more people will get to know and fall in love with this unique and delicious healthy fruit. Dole and BFV will work more closely and share market consumer feedback to improve products and deepen cooperation, in order to expand the Chinese mainland market with high quality and high speed. At the same time, both parties will actively consider the opportunities in the festive gift market and jointly create a gift box that reflects Chinese and Belgian cultures. With Dole's optimization and upgrades in all aspects of product operation, the cooperation between the two parties is bound to usher in a more glorious second decade.