Strawberry season opens with prices that offer a solid start for trade

On Wednesday, 26 March, Coöperatie Hoogstraten traditionally kicked off the new strawberry season with the sale of the first crate of Hoogstraten strawberries. This year, however, the cooperative took a slightly bigger approach, which was reflected in the turnout. For the occasion, Studio Brussels radio DJs Fien and Thibault broadcast their morning show, Fien en Thibault Staan Op, live from Hoogstraten. The first crate was purchased by Colruyt for €500 per 500g, with 8 trays sold for a total of €4,000, which was doubled to €8,000 by Coöperatie Hoogstraten. This year's proceeds were donated to Foodsavers, an organisation that redistributes surplus food to people in need.

It was a festive opening to the new season, which is also looked forward to with great confidence, notes the cooperative's Michiel Vermeiren. "Last week we already began receiving more volume from different crops and were able to really get started. Fortunately, the weather was favourable, so sales followed naturally," the chief fruit manager explains. "From now on, the really big volumes will arrive, as both the exposed and unlit crops—still heated—come into production. The sunlight we've had has also helped push volumes forward for the coming weeks."

The outlook this year is much brighter than last year, he points out. "Last March was quite dark, but this year we've had a lot more sun, so we're seeing more potential in the plants compared to last year. Overall, we expect to achieve more kilos and good quality as a result." Strawberries have also been eagerly awaited by the market. "The advantage of strawberries is that both supply and demand are stimulated by good weather. So with the first touch of spring, we saw that demand and prices were immediately strong. At the moment, prices aren't exceptionally high, but they are decent enough for trade to get going. Now the challenge is to keep them that way."

"From mid-April onwards, we'll really be into full volumes," he continued. "Before Easter, things will take off; then in May, the open ground under canopy will return, the rack crops will start producing, and from that point, volumes will only continue to increase."

Premium strawberries at Colruyt now exclusively from Coöperatie Hoogstraten
The level of confidence was enough reason for Coöperatie Hoogstraten to make it a celebratory day, and Colruyt's purchase of the first crate was a great moment for the Belgian retailer to announce a first. Starting 26 March, the premium strawberries sold at Colruyt Lowest Prices will come exclusively from Coöperatie Hoogstraten. With millions of trays sold annually, the two companies are entering a strong local partnership. Liesbet Mesdom, head of fruit and vegetable purchasing at Colruyt Lowest Prices, said: "As the only Belgian retailer, we aim to offer as many local products as possible in our stores. By working exclusively with Hoogstraten for our premium strawberries, their local craftsmanship becomes available to a wide group of Colruyt customers at the lowest price."

Foodsavers
Foodsavers was the beneficiary of the first sale proceeds. Foodsavers Antwerp collects surplus food daily from supermarkets, auctions, the food bank, and other donors. These surpluses are sorted and distributed to about 30 food aid organisations and social grocery stores. "Food surpluses are not waste, but an opportunity. With Foodsavers, we rescue over a million kilos of food every year and distribute it to 15,000 Antwerp residents weekly through partner organisations. This cheque is a wonderful recognition, but more importantly, it motivates us to keep going. Every saved food product is a win for people, for participating companies, for our employees who are distanced from the labour market, and for the city. Let's keep sowing, nurturing, and harvesting together—for an Antwerp where no food is wasted and no one goes hungry," said Nabilla Ait Daoud, alderman for Social Economy in the city of Antwerp.

The entire morning was accompanied by Fien and Thibault from Studio Brussels, who broadcast their show, 'Fien en Thibault Staan Op', live from Hoogstraten. During the broadcast, they witnessed a special moment: Thibault was knighted as a Ghesel van de Aardbei. This honorary title has previously been awarded to notable figures such as Johan Museeuw, Herman Van Rompuy, Lieven Van Gils, and Roger van Damme. "A great honour," said the radio DJ.

Pepper growers needed to meet demand
Besides the festive atmosphere, the season opening is also traditionally the time when Coöperatie Hoogstraten looks both back and ahead. Strong prices for tomatoes and strawberries boosted sales to €362 million in 2024. "A significant increase compared to previous years," said the cooperative's Jan Engelen. In terms of acreage, tomato cultivation grew to 187 hectares. "Here, we added just under 30 hectares in Morocco because our customers also want tomatoes during the winter. However, lighted cultivation here in the region is no longer always profitable during the winter months."

"For strawberries, we count about 900 hectares, but it's worth noting that growers plant them several times a year, so the gross area increases significantly. We also have around 90 hectares of peppers planned for 2025, with Dutch production accounting for two-thirds of the total and the Belgian portion making up one-third. Peppers are truly a bottleneck crop, and we could easily grow to around 140 hectares to meet demand. That's why we're actively promoting and recruiting new growers for this."

Finally, they looked at the highlights of Coöperatie Hoogstraten in 2025. "We'll once again host the Week of Hoogstraten—'Dan is't goe!'—where we as a cooperative make a special effort to increase our visibility. We're also continuing to invest in our sustainability strategy, including the UV robot, one of many projects we're working on. In addition, on 26 March, we launched our new corporate website, which focuses on our five strategic pillars: www.cooperatie-hoogstraten.eu. And we've been informed that, in collaboration with Proefcentrum Hoogstraten, we've won the bid to host the 11th International Strawberry Symposium of the International Society for Horticultural Science in 2028."

The day concluded with a tour of Gestelberries, where manager Luc Krijnen gave visitors a look around his farm. Luc is one of eight strawberry growers at Coöperatie Hoogstraten using lighting in cultivation.

For more information:
Coöperatie Hoogstraten
Loenhoutseweg 59
2320 Hoogstraten, Belgium
Tel: +32 33 40 02 11
info@hoogstraten.eu
www.hoogstraten.eu