"We have so much to gain if we - the whole tomato sector - would focus jointly on innovation and targeted product marketing," said Jan Engelen, Product Marketer of Coöperatie Hoogstraten during his presentation at the recent European Tomato Forum in Düsseldorf. The well-known Belgian production and trading company has taken a completely new approach to marketing its home-grown products nationally and internationally. It also has chosen to carefully identify long-term trends and different consumer groups, and to go for several strong, recognizable brands.
The Cooperative's team in front of their booth at the Tomato Forum in Düsseldorf
Two product lines
The entire acreage of Coöperatie Hoogstraten currently covers 170 hectares, of which around 60 hectares are under illumination. More than half of the total yield every year is made up by tomatoes, which is why the fruit vegetable is the company's main product. Although the numbers speak for themselves, there is still much to gain in other areas, according to Engelen. "It's important that we continue to inspire the consumer with our product, and our company achieves this through great innovation, specifically in the area of product marketing."
Two product lines
The entire acreage of Coöperatie Hoogstraten currently covers 170 hectares, of which around 60 hectares are under illumination. More than half of the total yield every year is made up by tomatoes, which is why the fruit vegetable is the company's main product. Although the numbers speak for themselves, there is still much to gain in other areas, according to Engelen. "It's important that we continue to inspire the consumer with our product, and our company achieves this through great innovation, specifically in the area of product marketing."
Among other things, the key to successfully marketing tomatoes is a strong brand image, with which the consumer can identify. As a result, Coöperatie Hoogstraten has decided to limit the number of product lines only to the standard brand "Hoogstraten Tomatoes" (approximately 75 ha) and the exclusive "Hoogstraten Specials". According to Engelen, however, innovation should be considered more broadly. For this reason, it is important to carefully educate the various groups of today's consumers through demographic and market studies.
Speaker Jan Engelen of Coöperatie Hoogstraten during his lecture
Multiple possibilities
To ensure consumer diversification and successful product marketing, it is important to keep a close eye on long-term trends. Engelen distinguishes about eight trends, some of which are very interesting with regard to the tomato industry. A good example of this is the steady increase in full-range food boxes and convenience foods, for which the tomato is perfect for its ease of use and optimal shelf life. The phenomenon of "food blogging" is an interesting fact: The versatility of the tomato and its multiple varieties also offer producers, seed suppliers and traders clear opportunities.
Coöperatie Hoogstraten cv
Multiple possibilities
To ensure consumer diversification and successful product marketing, it is important to keep a close eye on long-term trends. Engelen distinguishes about eight trends, some of which are very interesting with regard to the tomato industry. A good example of this is the steady increase in full-range food boxes and convenience foods, for which the tomato is perfect for its ease of use and optimal shelf life. The phenomenon of "food blogging" is an interesting fact: The versatility of the tomato and its multiple varieties also offer producers, seed suppliers and traders clear opportunities.
"As an industry, we have to react creatively to that," says Engelen. Because there are hardly any fruit and vegetable products where the variety is as big as with tomatoes. In addition, the so-called standardization of this product group is becoming less and less. This means a tomato is no longer just a tomato, but an exclusive product that can be presented and used in countless ways. Engelen: "This offers a multitude of possibilities if we meet the challenge of innovating together, which in my opinion is the key to market success."
Restructuring
Coöperatie Hoogstraten is a producer and marketing company striving to grow the horticultural sector in a healthy and profitable business climate. Two years ago, the cooperative changed its appearance with a new company name and business model. In addition to their efficient product marketing, the cooperative is increasingly focusing on environmentally friendly heating and recycling.
For more information:
Restructuring
Coöperatie Hoogstraten is a producer and marketing company striving to grow the horticultural sector in a healthy and profitable business climate. Two years ago, the cooperative changed its appearance with a new company name and business model. In addition to their efficient product marketing, the cooperative is increasingly focusing on environmentally friendly heating and recycling.
For more information: