Near Lille, the Lomme wholesale market is an inspiring hub for wholesalers, specialists, and market vendors. Recently, Jan Prinsen, the passionate founder of the Belgian Fresh Food Institute, visited the market and shared his insights.
"I had been hearing more about this market lately and decided to see it for myself. It's quite a large market for fruits and vegetables, and the visit was very educational," said Jan. "What stood out to me was the colorful packaging of the produce, which not only enhances the presentation but leaves a lasting impression."
Jan Prinsen with QTee pears at the Lomme wholesale market
Click here for the photo report and an account of his visit Jan shared with AGF
A market with character
Prinsen was immediately struck by the size of the market and the diversity of wholesalers. "As a buyer, you have a wide variety of brands and packaging to choose from," he noted. The market's atmosphere radiates authenticity. "Lomme feels like a true market, with friendly, open people. I could take photos freely and fully immerse myself in the ambiance."
Citrus and vibrant packaging
Among the products on display, citrus fruits particularly stood out. Clementines—both with and without leaves—were presented in vibrant packaging, which Prinsen believes enhances their appeal. "Seasonal products deserve packaging that reflects their value, as it significantly boosts sales," he remarked. Prinsen also commented on the use of EPS trays in Belgian supermarkets, expressing less enthusiasm for them than the packaging at Lomme.
In addition to citrus, dried fruits such as figs and dates were featured prominently. The care given to the presentation and decoration of the warehouses left a positive impression. Organic products were equally well represented.
Wooden crates and attractive packaging
Prinsen highlighted the charm of wooden crates: "Some fruits simply look better in original wooden packaging. It adds an artisanal touch that increases the perceived value of the product." He contrasted this with practices in Belgium, where presentation tends to be less refined.
"I also admired the attractive packaging for potatoes and the flavorful Rosé de Roscoff onions. Beautiful, tasty Italian grapes from Orchidea were on display too," he shared.
Belgian products also made a strong showing in the market. "Our Belgian Jonagold apples and Conference pears were beautifully presented in 40x60 wooden crates, which enhanced their appeal. I also noticed Belgian Flandria peppers, carrots from Cool, and strawberries from Hoogstraten," he said. Among other highlights were QTee pears and Rubis Gold apples, though both are of French origin. "I observed that the QTee pears here are offered riper than in Belgium, reflecting the French preference for flavor over shelf life." Prinsen also discovered pears named after Belgium's former Queen Fabiola.
A lesson in presentation
For Prinsen, the visit to Lomme underscored the critical role of presentation in both markets and retail settings. "In France, there's more attention to attractive displays than in Belgium," he observed. He sees this as an opportunity for specialists and market vendors to stand out by offering unique brands and packaging that emphasize the appeal of seasonal products. "Beautifully packaged seasonal items will always drive higher sales."
As the founder of the Belgian Fresh Food Institute, Prinsen is dedicated to the final link in the fruit and vegetable supply chain: the consumer. Armed with his camera, he visits markets and shops to identify ways to improve product quality and presentation. His mission is to help retailers increase consumption by aligning with market demands.
Reflecting on his visit, Prinsen called the Lomme market a source of inspiration. "It's a must-visit for fruit and vegetable enthusiasts and a valuable lesson in how presentation can drive sales."
Click here for the photo report and an account of his visit that Jan shared with AGF
For more information
Jan Prinsen
Belgian Fresh Fruit Institute
Lucien Reychlerstraat 53
9250 Waasmunster, Belgium
[email protected]
www.belgianfreshfoodinstitute.be