This week, Aldi Belgium started again carrying Tomeco's mini watermelons, Tomélon. "We partnered with Tomeco, part of Coöperatie Hoogstraten, last year to sell these mini watermelons. That actually went almost too well, doubling this year's available supply," begins Kilian De Geyter, Aldi Belgium's Fruit and Vegetable Category Manager.
That expansion means all 258 Aldi Belgium stores in Flanders have these mini watermelons on their shelves. "Last year, we started on a small scale with these, which went great. Maybe too well, but that's better than the other way around. That's why we scaled up to one hectare this year. That may not seem like much when you consider, say, tomatoes, but now we can serve all of Flanders with mini watermelons until September."
According to Kilian, the mini watermelon's small size is why it is so popular with consumers. "The smaller size is ideal for families. It's easier to store and can be eaten quickly. Plus, its skin is much thinner, leaving more actual watermelon. Their brix value is also the same as the larger watermelons," he says.
"But their smaller size makes them relatively sweeter. They're slightly pricier per kilogram, but price-wise, mini watermelons are comparable to their bigger brother. There are, thus, quite a few USPs we can capitalize on, and these are important choice factors for people, too."
"To guarantee optimum quality, our mini watermelons are individually checked by hand," says Lynn Vermeiren, a Tomeco grower. "Also, being local means there's a very short time between the fruit being harvested and it hitting the shelves," adds Kilian. "They're picked today, delivered tonight, and, by morning, are in all our stores. That guarantees a fresh product."
The Tomeco partnership fits with Aldi Belguim's strategy concerning local products. "Responding locally is important to us. We believe in 'as close as possible and as far as necessary'. For example, our range has included Belgian plums for a few years, and we've been offering Belgian sweet potatoes for several years, too. These are all 1-on-1 deals with growers or cooperatives," Kilian explains.
He says there is little chance of the local assortment completely replacing imported fruit and vegetables on stores shelves. "We should consider them complementary, not an 'either or.' That's how shoppers see it. Belgian mini-watermelons, for instance, lie next to the larger watermelons, complementing each other beautifully."
"I think that's also how you should want it. After all, quality still prevails with consumers. Also, especially these days, prices must remain acceptable. So people do prefer local but only under certain conditions. Local, but tasteless, won't sell. That doesn't mean local has no added value, but the choice must remain," says Kilian.
Looking ahead, he foresees further mini watermelon expansion. "We want to move into all of Belgium. However, we'll only do so in full consultation with Tomeco and Coöperatie Hoogstraten. Together, we've deliberately chosen to scale up gradually. After all, it's a new crop about which we can still learn plenty."
"Last year, we started small; this year, we doubled; next year, we'll probably double again. Then we'll see if we can maintain a constant, year-round volume with no shortages. We're taking it step by step, but it's wonderful to offer a local product like this," Kilian concludes.
For more information:
Kilian De Geyter
Aldi België
4 Keer Street
9420, Erpe-Mere, BE
Tel: +32 (0) 538 27 917
Email: [email protected]
Website: 
www.aldi.be
Tomeco
Email: [email protected]
Website: www.feelgoodtomatoes.com