Warnez has recently launched its new convenience brand, PomFresh. "We noticed a market demand for easier potato preparation, so we decided to create added value for our company by addressing this need," says Kurt De Nys of the Tielt, Flanders-based company, which has recently expanded into onion trading alongside its core business of potatoes.
The Warnez team at Fruit Attraction with CEO Kurt De Nys on the right
"Actually, the concept of PomFresh had been on the shelves for some time, but we first wanted to ensure we could market a stable product with an appealing assortment," Kurt continues. "We believe, as part of our business philosophy, that you should always keep developing yourself. We started this journey some time ago by transitioning to washed potatoes for retail. Then, two years ago, we identified the rising popularity of meal kits and capitalized on that trend. That continues to go very well, but we saw an opportunity to differentiate ourselves further by entering the pre-cooked potato segment with PomFresh."
To achieve this, Warnez first analyzed the market opportunities. "You can jump into a market, but you need to ensure you bring substantial value to your customers," he explains. "We conducted several test panels and research studies to explore how we could add value. To do this, we needed a strong product range that would perform well in the market and appeal to customers. I believe we achieved this with fresh, blanched fries, pre-cooked potatoes, potato slices, and (seasoned) wedges. Additionally, we also incorporated frozen fries into the offering." The brand is now available with several of the company's customers in Belgium and abroad.
Airfryers enhance the health aspect
Kurt expects the brand to make significant strides. "Conversations with retailers reveal that convenience products are gaining more and more prominence on store shelves. Washing and peeling potatoes is increasingly viewed as a chore in today's fast-paced society. Pre-cooked variants allow people to prepare meals quickly and easily. This trend is further supported by the growing popularity of air fryers. With health-conscious consumers moving away from traditional fryers, air fryers provide a healthier alternative and allow people to prepare a nutritious meal with ease."
"Potatoes are a very healthy addition to meals. They sometimes get a bad reputation as a 'fattening' food due to the association with fries topped with mayonnaise. However, potatoes contain many good starches and healthy sugars. It's time to put the health benefits of potatoes back in the spotlight. We've been working on a campaign to achieve this in collaboration with Belgapom, VLAM, and Europatat. The goal is to move potatoes away from the fast-food image and highlight their value as a nutritious ingredient. Fresh potato preparations from our PomFresh brand, which can be easily cooked in an air fryer, can support this effort nicely."
Expanding into onions
In addition to launching PomFresh, Warnez has recently ventured into the fresh onion business. "We saw this as a complementary addition to our potato portfolio," Kurt says. "Initially, it required gaining a deep understanding of the onion market. Although onions and potatoes are similar in some ways, they have key differences. We had to familiarize ourselves with factors like growing regions and the different onion varieties. However, we can now confidently say we've established strong partnerships with reliable growers, ensuring a continuous supply."
"This expansion is part of our strategy to broaden our portfolio," Kurt explains. "While the potato market remains stable, with no significant decline in volume despite earlier predictions, it's always wise to explore opportunities for diversification. The potato market is relatively fixed—everyone has their customers and acreage, with little room for change. While this stability is positive, companies looking to grow need to seize opportunities to stand out. With onions, we are now serving both retail and meal kit providers. In the future, we may even explore onion processing under the PomFresh brand. The possibilities are wide open."
"In any case, many exciting developments are underway, and we have great times ahead. We're particularly looking forward to 2025 when we'll celebrate our 75th anniversary."
For more information:
Kurt De Nys
Warnez Potatoes
Marialoopsesteenweg 2L
B-8700 - Tielt - Belgium
+32 051 400812
[email protected]
www.warnezpotatoes.be