The Conference Pear season is progressing satisfactorily at BelOrta. "Last week's stock levels show that, although there is about 30% less volume compared to last year, sales are running smoothly. We can't complain about that," says Laurent De Smedt of the cooperative. Additionally, during a trade mission to Brazil attended by Princess Astrid, BelOrta signed a Memorandum of Understanding (MOU) with a Brazilian retailer for Belgian Conference pears. "We see significant potential there," he added.
In the coming months, Laurent explains, the strategy for Conference pears will be to manage supply cautiously. "Volumes are significantly lower, and we're currently selling at a faster pace than necessary to ensure we sell out in time. However, we'd rather have a year where we sell out early than risk being left with surplus stock, so this is a positive situation. If prices remain favorable, as they are, and quality stays high, ensuring grower satisfaction, the focus will be on continuing to manage stock levels carefully. We advise growers to sort and sell the majority of their inventory now while prices are good, rather than taking risks with their entire supply later in the season."
Laurent is also pleased with the current pricing. "Smaller sizes, like 55, are in limited supply, but larger sizes—65, 70, and 75—are plentiful. These sizes are all selling at similar price levels, which is encouraging. Looking ahead, I expect prices to rise slightly, especially as refrigeration costs increase, pushing prices higher towards Christmas."
Encouraging consumers to choose larger apples
For apples, Laurent sees a particular challenge in convincing consumers to opt for larger sizes. "Despite the excellent quality, this year's small crop has resulted in larger apples, which we need to promote. We are working on this through various campaigns, such as promotions featuring XXL apples in retail stores."
The boxes for retail
"For example, with Kanzi apples, we are collaborating with a retailer that typically sells standard XXS apples but is now running a promotion with XXL Kanzi apples in boxes, allowing consumers to pick their own apples. This approach is catching on—when there's a weekly promotion, we see an immediate spike in sales. The goal is to establish consistent consumer interest in this format."
Belgian Conference pear increasingly popular in Brazil
Beyond traditional European markets, the cooperative is increasingly targeting distant destinations for its Conference pears. "Sales to China are performing well, with peak shipments in October, November, and December to ensure the pears arrive in time for Chinese New Year. In Brazil, we are also seeing steady growth. This week, we participated in a royal trade mission alongside Belgian Fruit Valley and VLAM," Laurent explains.
With a population exceeding 216 million, Brazil is a significant market for fruit. The country imports approximately 225,000 tonnes of pears annually. "While pears have traditionally been sourced from Portugal and Argentina, demand for Belgian pears—especially the Conference variety under the Truval brand—has grown in recent years," says Marc Evrard of Belgian Fruit Valley.
Despite Brazil's economic challenges, its growing middle class is showing increased interest in quality products. "The limited domestic supply of pears creates substantial growth potential for Belgian pears," Marc notes.
During the trade mission, BelOrta launched promotional campaigns at several Brazilian retailers, which received positive feedback. "We initially started promoting Conference pears in Brazil in 2017, but the COVID pandemic in 2019 disrupted tastings and marketing efforts. Now, we're restarting these initiatives, and while it's not seamless, growth is evident. This requires substantial investment in tastings and promotions to familiarize consumers with the product."
The recently signed MOU with a Brazilian retailer, witnessed by Princess Astrid and Prime Minister Diependaele, reflects a joint commitment to optimize logistics and share knowledge on storage technology. "Belgian expertise in harvesting, preservation, and transport will now extend to Brazil, further enhancing consumer satisfaction," Marc says. "We are also exploring opportunities in neighboring regions, such as Minas Gerais, Rio de Janeiro, Paraná, and Brasília, alongside São Paulo. This season, we are expanding distribution to Rio Grande do Sul, aiming to deepen our integration into the Brazilian market to meet growing demand."
Apple intakes and Brain boosters
The cooperative is increasingly focusing on consumer-targeted packaging. "For instance, we've developed Appelsintjes for the Sinterklaas season, now in its third year. These packs traditionally contain six apples, but this year we also introduced a four-apple pack featuring larger sizes (75/80). While these aren't the largest apples, they showcase this year's thicker crop. This initiative has been so successful that we expect to sell out before Sinterklaas is over," Laurent explains.
Another example is BelOrta's partnership with the Smurfs, featuring exclusive packaging launched in October to encourage children to eat more fruit, including apples and pears.
Kristof Verduyckt and Glenn Sebregts celebrate profits from Brain boosters
BelOrta's Brainboosters campaign, which promotes healthy eating among students during exam periods, has also been highly successful. On 19 November, it was named The Product Made in Mechelen at an awards ceremony attended by prominent figures such as Flemish Minister Jo Brouns, Jan Remeysen (CEO of BASF), and Prof. Rudy Aernoudt.
"We're thrilled to have won, "Kristof Verduyckt told Made In. "We attended the ceremony without any expectations, so this recognition was a wonderful surprise. It's a great reward for the entire team, including colleagues and growers."
For more information:
BelOrta
Mechelsesteenweg 120
B-2860 Sint-Katelijne-Waver, Belgium
Tel: +32 (0)15 55 11 11
[email protected]
www.belorta.be