Coöperatie Hoogstraten closed 2017 with a turnover of €236 million, which is 6.4 per cent (€14 million) higher than last year. This is remarkable as, barely two years ago, the record of €200 million was first exceeded. The turnover is both the result of partially increased volumes and good pricing for strawberries and tomatoes. With 32,000 tonnes of strawberries, Hoogstraten is the undisputed market leader and an important player on the European market. The growing volume of tomatoes (86,000 tonnes) is spread over loose tomatoes, vine tomatoes and increasingly over specialities.
Strawberries
The strawberries had a very strong start in 2017, both regarding production and regarding pricing. The volatility in supply caused relative scarcity in the month of July, resulting in skyrocketing prices. The second half of the year had larger productions, especially later during the season (November - December), after which prices went back to the expected prices for the time of year mid-December. With a volume of 32,000 tonnes and the second-highest average price ever, it could be called a good season. This is certainly true for growers that were on the market more or less constantly.
Tomatoes
Tomatoes started the season with excellent pricing for illuminated productions, which was partially the result of bad weather conditions in Spain. The continued switch to specialities also ensures the average value of tomatoes increasing sharply. Besides, the lack of long-lasting malaise in pricing also means 2017 can be called a good year for tomatoes.
Bell pepper
Whether it was due to the area expansions (particularly in the Netherlands) is difficult to say, but bell pepper had it considerably more difficult in 2017. The market was very even and had very few ups or downs.
Cucumber, asparagus, kiwi berries, cherries – although smaller products – also had results that were less good. Cucumber suffered due to chronic low pricing, asparagus had a production explosion because of the good weather, and kiwi berries and cherries suffered greatly because of the frost of 18 and 19 April 2017.
Despite the slight distinctions mentioned above, Coöperatie Hoogstraten, as a sales organisation and as a company, can look back on the past year with satisfaction. The lines have been drawn: there’s availability of good volumes, high quality, good relationships… Expanding on that is the task for the coming years.
This will take shape in projects regarding digitisation of all operations, logistics, data communication, staff… Intense professionalising is the goal of it all.
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