With a selection of 170 different types of fruits and vegetables, BelOrta can definitely be called one of the major players in the Belgian fresh produce landscape. “As a major player in the market, we notice trends within the fresh produce sector pretty well. We try to act in accordance with these trends by the means of innovations, development of concepts and by coming up with a diverse range of packaging solutions. As for the offer on the market, we have seen the growth of greenhouse produce and the berry segment, which has been growing for years”, says Philippe Appeltans of BelOrta.
Convenience
"As for trends on the demand side of the market, we have noticed that the consumer has become more demanding and wants constant access to information about the products they use. Besides this, we see the shift from comfort to convenience. Consumers are now more and more on-the-go and have less and less time because of it. Due to this, we noticed that the foodservice has become more important for the sales of fresh produce”, said Appeltans.
From tasting to experiencing
Although the taste is still a very important factor, the consumer wants to experience more on their plate than just the taste of the food. “Colored vegetables, flower sprouts, and colored carrots fit in well with this trend. Our growers are also constantly developing new cultivation techniques and because of that, we are now able to offer Belgian tomatoes year round. In the future this will definitely be also possible with other local vegetables”, says Philippe.
Trends
- 100% vegetables without any additives and healthy vegetable juices
- Faux meat like cauliflower steak or vegetable minced meat
- Food swaps, unhealthy foods made with vegetables, like slush puppies made of pumpkin or a sour patch made of cucumber
- Authentic products like asparagus, beans, and prunes