Tomabel stakes
According to Paul, raising the stakes of Tomabel in the tomatoes has already proven its value this summer. "Chicory and tomato really struggled as cultivations. This is why we decided to put vine tomatoes under Tomabel. This had huge advantages compared to other vine tomatoes. Even in the difficult periods in the summer there was a price difference of 10 to 12 cents. This doesn't make the year great in one go, but it shows that betting on quality and flavour pays off. We want to continue putting tomatoes under Tomabel. We want to try to cluster producers who want to bet on quality and flavour around Tomabel. Of course, we have high demands for this. It isn't the name on the box that makes the box valuable, it's the contents that make sure the product can be marketed."
Chicory
"Besides tomatoes, REO's chicory growers are also being improved. We have been working hard over the last four months to raise the basic quality of our Flandria chicory. This is the first step that has to be taken. There is no point following the brand plan if the content remains the same. Besides quality we are also working on sorting, and over the next few months we will be working with a number of producers to market their product under Tomabel. We are coming out of a dark period with chicory. It was obvious for both tomatoes and chicory that something had to be done."
Not waiting
But Flandria is not to be forgotten about. "No, we want to make Flandria stronger, but the basic quality has to be better. We have to dare to evaluate towards a more reliable product and that con only be done if you give some of the responsibility to the producer. The focus on reliability is a substantial difference compared to Flandria, it's a real quality standard. We believe that we have to differentiate ourselves from the bulk, and there is a clear market for this. We believe that collaboration concerning market from LAVA, the umbrella organisation for the Belgian Auctions has fallen behind a little. So we will have to make the move to work together in the area of quality and working on reliability ourselves. We can't wait for collaboration in these areas when our producers need them now. People want a different product, and we don't want to wait for another dramatic season. We have to take action now. Tomabel is also open to non-REO producers."
France
For 2014 the REO Veiling wants to focus on France even more intensively. Paul: "It's really just a bit of natural growth, and we want to take the step over the border. Our own growers are also taking a step towards France, the production is moving over the borders. I believe that makes it an ordinary duty for us as an auction to follow the growers, and we want to focus mainly on northern France to start with. We want to sell the products that are grown there in France too. Over the next season REO Veiling will give the products that are grown by REO producers in France a French identity."
Shuttle service
Since the start of last year there has been a daily shuttle service for transporting fresh fruit and vegetables from the REO Veiling in Roeselare to the Dutch Venlo. "When it started it seemed difficult, but after a year the results are very encouraging and the transport has become an added value in marketing the products towards the Ruhr area. We have noticed that the turnover through the home buying system has become larger than in our own auction hall. We can confirm that the quality transport system linked to this has shown its use. At the moment products are only transported from Roeselare to Venlo, but this year we would like to bring products from Venlo here. A closer collaboration from both directions will ensure a better and wider dynamic. This way both parties could approach new markets. We are an important hub on the way to the French market, and Veiling ZON, for instance, is an important portal to the Ruhr area. Over the next few months this will be discussed and realised."
For more information:
REO Veiling
Oostnieuwkerksesteenweg 101
B-8800 Roeselare
Tel: +32-51231206
Fax: +32-51231289
www.reo.be
[email protected]
