The New Year's reception of Coöperatie Hoogstraten last Friday, where more than 400 guests raised a toast to the new year, also reflected on the key events of 2024.
2024 was a year of progress for Coöperatie Hoogstraten, with a focus on data, digitalization, and sustainability. With a turnover of almost €363 million, the cooperative reaffirmed its position in the fresh produce landscape despite challenging market conditions and rising production costs. The growing season experienced its usual highs and lows. After a challenging start due to a gloomy spring, stronger sales months followed from the summer onwards, compared to 2023. Turnover was driven by volume and price, with higher volumes in both strawberries and tomatoes contributing to the increase.
The volume of 32 million kg of strawberries was 11% higher than the previous year, but given the increase in acreage, 2024 cannot be considered a strong production year. A predominantly strong demand market led to fair pricing, but this needs to be viewed in the context of increased production costs and variations in yields across different growing systems and varieties.
Following the significant impact of the energy crisis in 2023, which caused a decline in tomato volumes from exposed crops, 2024 began with a sharp increase in production. While the acreage for standard tomatoes remained almost stable, growth was primarily seen in specialty vine tomatoes. Coöperatie Hoogstraten sold just under 110 million kg of tomatoes in 2024, an increase of 13.8% compared to 2023. However, growing tomato acreage across Europe, combined with declining consumption, led to an oversupply, exerting considerable pressure on pricing throughout the season.
Due to the closure of some farms and conversion to other crops, the volume of sweet peppers fell from 29 million kg in 2023 to 23 million kg in 2024. Like other products, sweet peppers had a slow start to the season but ended the year with a middle price that continued the positive trend of recent years. The switch back to tomatoes resulted in a 35% drop in cucumber volumes for the cooperative. However, a strong European demand market led to an average price of €0.44 per piece, more than 50% higher than in 2023 (€0.29 per piece). Most other Hoogstraten products, such as soft fruits and cherries, experienced a solid season.
In a dynamic and rapidly changing world, organisations need a clear strategy to provide direction. Coöperatie Hoogstraten focuses on digitisation, building and sharing knowledge, creating sustainable added value, and operational performance. Achieving these objectives requires a certain scale. To support this growth, Coöperatie Hoogstraten continues to focus on its current specialized offerings—strawberries and fruit vegetables—while maintaining individuality and authenticity.
Within the cooperative, there is a clear trend toward consolidation on the production side, sometimes involving external capital. This brings both opportunities and challenges. The key challenge is to remain a valuable partner for these new players. Crops have emerged and disappeared, producers and customers have professionalized, and social challenges have become increasingly influential.
"Together with our growers, we aim to build a strong and sustainable future. The United Nations has declared 2025 the International Year of Cooperatives, offering a great opportunity to showcase the power of cooperation. Our focus on innovation, collaboration, and craftsmanship is the best guarantee of profitable operations for our members. Profitability is essential to tackle challenges such as climate change and rising costs," concludes general manager Hans Vanderhallen.
For more information:
Coöperatie Hoogstraten
Loenhoutseweg 59
2320 Hoogstraten, Belgium
Tel: +32 33 40 02 11
info@hoogstraten.eu
www.hoogstraten.eu