"Investing in consumer trust pays off in the end"

Last year, Belgian Bellino growers took over the brand from Coöperatie Hoogstraten. They see opportunities to deliver produce of constant quality from Belgian soil to the consumer year-round. With a brand-oriented strategy they want to further increase their market share both in Belgium and abroad.

"To me, the Bellino tomatoes are the tastiest in the segment. And that's why we dare to compete against other parties in the market: we can guarantee the best quality and guarantee it year-round." This is according to Paul Van de Mierop, sales director at tomato nursery Den Berk Delice. Since last year the Belgium tomato growing company, together with growers Kurt Dielis and Herman Adams, owns the snack tomato brand Bellino. They believe in further growth opportunities for the small snack tomato. "We believe the segment of snack tomatoes can grow further and that within the segment with Bellino we can put competitors off the hook."

According to Paul, the difference with other snack tomatoes in the market is in the constant quality of the Bellino, grown from the Syngenta variety Sweetelle. "The quality of the import product may still vary, and many parties in the market still opt for production over taste. We deliver the same, high quality all year round."

To achieve this, the agreements within the Bellino group are quite strict. The choice has been on the Sweetelle variety from Syngenta for years, and focusing on quality is required and agreed upon by the growers in the group. The taste and shelf life of each batch of products is monitored and the growers meet regularly on the farm. "And we do that all year round", says Paul. "Thanks to the artificial lighting, we reach the same quality in winter."

Acquisition of the Bellino brand
But within the Bellino growers group it is known it's not all about growing a good product. That is why it was decided to take over the complete Bellino brand from Coöperatie Hoogstraten last year. "We are now investing in the brand ourselves - something we did not want to ask from other members. With Hoogstraten as a partner, we're now working with large retail customers."

They invest in marketing and try to put the Bellino in the spotlight with special concepts. Last spring for example a special football filled with tomatoes was sold for the World Championship, as were beach buckets filled with tomatoes. Tomatoes are also available in a special Bellino bread box. "The carrier can be interesting for the consumer and that is why this is a great way to make the consumer familiar with our snack tomato," says Paul. "To us it is also a great way to act upon a peak in production."

Brand in the market
Having their own consumer brand is important to the growers group. "In the past, we quickly allowed ourselves to be tempted into private labeling in the snack tomatoes. As a result, the customer had the choice to put what he wanted in the packaging. With that we have broken a part of our market. The consumer could not rely on the quality of the product. We want to do that differently. Even when the product comes to be in private-label, we make arrangements with retailers. "

The acreage of the group will increase next year. The Bellino group is building another 4 hectares, which will bring them to 26 hectares, and there are other expansion plans set for the future. Paul is convinced that further growth is possible in the snack tomato market. "At schools, at offices and in the evening for drinks, for example. Having the consumer get used to snack tomatoes is one of the biggest challenges for us. With the concepts and special packaging, we try to teach them to eat snack tomatoes more regularly."

For the Bellino group, the ultimate goal is of course winning the consumer's trust thanks to the constant, high quality of the product. "But before we get there, the consumer has to come into contact with the Bellino and with snack tomatoes in general."

The development of special concepts and packaging, not focusing on kilos but on quality and then also lit cultivation. It's not just about having a vision, but also about decent investments. "There will always be customers focusing on price solely," Paul acknowledges. "And with the lit cultivation and the choice for quality, we are not the cheapest year round, but we do give consumers confidence in the snack tomato in our brand. That ultimately pays off."

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Syngenta Seeds

Frank van Antwerpen
+31(0)6 51 23 55 15
Peter Geerts
+32 4-75 31 59 99
Peter Colbers
+31(0)6 12 70 93 64