On Thursday, 28 November, the international editorial team of AGF and FreshPlaza visited Vegobel, which was busy preparing for the Christmas season. Fresh herbs are often associated with summer, sunny holidays, or Mediterranean countries, but the herbs grown at the organic spice company Vegobel are available year-round.
The company has noticed an ever-increasing demand for year-round local produce, but Christmas and New Year's have always been their busiest period. "This time of year is a real peak for us. People want to elevate their dishes with great flavors, preferably sustainably grown. Local—not just in the geographical sense, but in the sense of being close to customers and consumers. Ordered today, freshly harvested, and in stores tomorrow. Live herbs full of aroma and flavor. That's the need we aim to fulfill with our year-round offering," explained Louis and Steven Lauwers of the Duffel-based family business. "Our central location in the Low Countries is a major advantage in this regard."
Addressing sustainability concerns
Vegobel was founded in 1995 by brothers Arthur, Wim, and Steven Lauwers. Now, the next generation, with Louis and Lode, is following in their footsteps. Originally a family of lettuce growers, the brothers transitioned into herb cultivation after an inspiring trip to Scandinavia. It was a bold move, as even the most well-known herbs were still considered niche at the time. Over the years, however, they have grown Vegobel into a modern organic herb company and witnessed the rising popularity of fresh herbs.
"Fresh herbs are now so well-established that demand increases every year," Louis and Steven explain. "It's not just a summer trend—herbs have regular moments throughout the year, but the end-of-year period sees peak demand. During the holidays, people aren't just focused on seasonal toppings or winter dishes; they explore a variety of recipes to make their meals extra festive for family and friends. That's when fresh herbs almost always come into play."
Thanks to Vegobel's advanced growing systems, there is no need to rely on imports from exotic destinations during the winter months. This aligns with a growing consumer awareness of sustainability. "We've developed technologies that allow us to grow herbs year-round. Efficient LED lighting enhances not only the sustainability of our operations but also the flavor of our herbs. This enables us to meet demand while supporting the sustainability narrative."
Fresh herbs make a dish festive
"This surge in demand around the holidays is primarily driven by home cooks preparing everything from main courses and starters to a variety of appetizers," Louis and Steven note. "Cooking shows and online recipes inspire people to create special dishes, and they understand that adding fresh herbs like coriander, basil, or mint can transform a meal into something extraordinary. Herbs complete a dish and turn it into a true feast. That's why we aim to provide as many flavors as possible. We want to ensure that every herb a customer might need is available. Retailers are also requesting larger volumes of more diverse spices because they know demand will rise during this period. Consumers often ask for specific herbs, saying, 'Do you have this one? It's available in summer, right?' This pushes retailers to stock up, and they turn to us."
"This requires meticulous planning. Herbs must be ready at the right moment—not a week too early or a few days too late. There's no room for error, but with 30 years of experience, we've learned how to handle it," Louis adds with a laugh. "Thanks to our expertise, we can keep everything running smoothly. Our modern cultivation systems allow us to fine-tune production, ensuring herbs are harvested fresh and delivered at their peak aroma and flavor."
"This ensures that restaurants, retailers, online consumers, and meal kit specialists can choose from a top-quality selection of around 100 different fresh herbs," Louis and Steven explain. "We have such a wide variety because customers request it. We're constantly experimenting with new types, hoping that one or two will gain popularity. Lemon verbena, red sorrel, and Thai basil were virtually unknown a decade ago, but they're now widely recognized. Recently, we introduced clover sorrel and red shiso. If these gain traction, their volumes could grow rapidly as well."
During their visit, the Freshplaza team saw some of these herbs, including the potent and flavorful Wasabia Japonica.
Pick herbs
Vegobel's focus on flexibility and convenience also led to the launch of 'pick herbs' earlier this year. These are grown on earthen clods, or "plugs," allowing consumers to pick fresh, live herbs in their kitchens. "Pick herbs have been very well received, especially by the online segment and meal kit providers. We've already partnered with some great companies in Belgium and the Netherlands," they say.
"Currently, we grow about 10 varieties of pick herbs, starting with staples like basil, parsley, thyme, and oregano. We're expanding into herbs that don't require large bunches, such as sage and tarragon. These are the ones we're focusing on now. Our flexible operations allow us to quickly adapt to customer requests, like a demand for red basil from an online client. We see significant growth potential here, especially since this segment values sustainability. We look forward to 2025 with confidence and optimism."
As the busy holiday season approaches, the Lauwers family shares a Christmas wish for people to continue cooking and enjoying delicious food in 2025—ideally with fresh, sustainably grown herbs.
For more information:
Louis and Steven Lauwers
Vegobel
Missestraat 27
2570 Duffel - Belgium
Tel: +32 15 32 15 00
[email protected]
www.vegobel.be