Paul Hill visited Belgium to find out how one of Europe’s leading fruit-and-vegetable cooperatives takes its product range from ‘field to fork’
BelOrta, headquartered in Sint-Katelijne- Waver, Belgium, is one of Europe’s leading fruit-and-vegetable cooperatives and represents more than 1,000 member-growers.
The company plays a key role in the European fresh-produce market, with nearly 40% of all Belgian fruit-and-vegetable products passing through its auctions.
The company’s modern auction room houses six digital auction clocks, with real-time and worldwide connections enabling the selling of products in uniform quality blocks, as well as digital buying via home auction systems.
On any given day, 450 buyers from across the world could be in attendance in person or online, and the prices set at these auctions are used as price guides across the EU.
Using what the company calls a “360° marketing approach that combines B2C, B2B and B2B2C”, it has more than 1,250 growers, with 770 million units sold each year, and then sold to more than 75 countries.
The company’s unique proposition means its takes care of almost all the processes within the supply chain in what it classes as five key stages – cultivation, control, storage, sales and transport.
Within this, BelOrta’s harvests, sorts and packages produce on the morning of day one. Later in the afternoon, products arrive at BelOrta’s facilities for quality control and are then stored under specific conditions.
Sales occur on the morning of day two, with products remaining in cold storage until delivery to clients.
By the afternoon, the produce is transported to buyers’ wholesale depots or retail outlets.
UK engagement
With exports making up 65% of the company’s business, and the UK accounting for 6% of that operation, the country is classed as a significant market for BelOrta and continues to grow year on year.
BelOrta’s produce is prominently featured in UK’s wholesale markets, including London’s New Covent Garden and Spitalfields, and across the broader UK wholesale market, with this presence largely facilitated by export companies partnering with BelOrta.
In recent years, BelOrta has observed a growing interest from UK clients seeking its products.
To strengthen its brand presence and support its UK partners, it has actively participated in events like the IFE, as well as collaborating with The Chefs’ Forum to promote the versatility and superior taste of its Ruby Red tomatoes, highlighting their appeal to the UK foodservice wholesalers.
As the demand for fresh, sustainably produced fruits and vegetables continues to rise in the UK, BelOrta is well positioned to meet these needs, fostering a healthy and fruitful partnership between Belgian growers and UK wholesale operations.
