VHM Fruit Trade recently introduced its new brand, Deliscala, at the latest Fruit Attraction in Madrid. Deliscala, the trading company from Verrebroek, Flanders, aims to export its pears to markets outside of Europe. "While pears are often seen as a bulk product here, they're considered a niche product in markets like China, where we see great potential," says Christophe Van Haelst of VHM Fruit Trade.
"We're increasingly focusing on new markets. A year and a half ago, we crossed the magic €1 mark, but last year, a large volume remained at the end of the season," he explains. "This makes it more important to open new markets. Although this year saw a smaller harvest, meaning the demand is less urgent, in years with full production, it's essential to relieve pressure by finding new outlets. That's something we want to invest in."
The company sees opportunities in this with its new Deliscala brand. "The name is tied to our region. 'Deli' speaks for itself, referring to its delicious taste, while 'Scala' refers to the Scheldt, as in the Scheldt Valley, where our pears are grown. Here, it's 2 to 3 degrees warmer in spring than in other parts of Flanders, making us less susceptible to frost and resulting in better skin quality. The Scheldt Valley is also a relatively new growing area, which helps us stand out from other Conference pear offerings. This quality is being noticed, as more exporters are looking at growers from this region, which highlights that it's an excellent area for Conference cultivation. With Deliscala, we want to bring this unique product to other parts of the world."
China, in particular, is the current focus. "In September, we received approval to export our pears there, and in November, exports are expected to begin. The Conference pear is well-known in Europe, but in China, it's still something of a delicacy. Preserving this exclusivity is key. Belgium is known for quality, whether in beer, fries, chocolate, or fruit. By focusing on quality, we can market this as the premium product it is."
"There's substantial potential in the Chinese market, and we already have interested customers, so we expect a smooth launch. We might not need it as much this season, but we'll build it up gradually, so we won't face immediate shortages. You have to grow this step by step."
Christophe is optimistic about expanding into new markets. "The texture and taste are very well received there. Additionally, hygiene, packaging, and aesthetics are highly valued in Asian markets, and we're confident we can meet these standards. Plus, we can emphasize the health benefits. Conference pears are healthy, sustainable, and grown with minimal resources, making them an attractive addition to the season. We can complement South African and Chilean pears, which are currently unavailable in that market, allowing us to fill that gap. Over time, we aim to explore even more markets, like Brazil. There's still a world of opportunity to capture."
For more information:
Christophe Van Haelst
Van Haelst Fruit / VHM Fruit Trade
Kieldrechtsebaan 85
BE-9130 Verrebroek, Belgium
+32 (0)3 336 16 47
+32 (0)477 77 77 36
[email protected]
www.vanhaelstfruit.be