Aubergine sales are not going smoothly this year. "Prices have been under pressure for weeks. Spain has also made their season longer than last year. Dutch production is high too," says Dutch company, Purple Pride's, Commercial Manager, Michel den Ouden.
"The Spanish season has since ended. Most clients have switched to the Dutch product. Acreage in the Netherlands has been enlarged this year. We have seen the effect on the market. For example, last week we, as Purple Pride, reached a milestone with the record production of 1 million kgs of aubergines. This was done on 48 hectares," Michel says.
Michel does not expect any drastic developments on the market in the coming weeks. Very little has changed on aubergine sales markets compared to other years. "At most, at this price level, the Southeastern European markets will come into the picture a little more. However, this has a lot to do with price formations."
This year, Purple Pride has also begun investing specifically in the hospitality, restaurant, and catering sector. This sector is their new target group. "These efforts are bearing fruit. We are getting more of a foothold in this channel. Our specialties are a good introduction," explains Michel.
"We are also inspiring end users more. This is to increase demand in the chain, rather than the other way round. Consumers might be introduced to, and enjoy aubergines in a restaurant. There is then a good chance that they will put it on the menu at home too. In this way, our other buyers purchase more aubergines. We can also create an endless loop of sales growth," concludes Michel.
Purple Pride is one of the Dutch cooperative, Coöperatie DOOR U.A.'s, brands. This organization is responsible for the marketing and sales of this product.
For more information:
Michel den Ouden
Purple Pride
m.denouden@doorpartners.nl
www.purplepride.nl
Linkedin Purple Pride