This week marks the start of Hoogstraten Week, referring to the strawberry region in Belgium. Under the slogan "Hoogstraten Strawberries, then it's good!", the cooperative's strawberries will be showcased to Belgian consumers and the trade sector from May 5 to 11. "It comes at an ideal time with our spring peak in supply," say Michiel Vermeiren and Jan Engelen of Coöperatie Hoogstraten.
"This is the third time we are going all out for a week to promote our Hoogstraten strawberries," Jan adds. "For instance, we launched a radio campaign on Monday, placed advertisements on buses and trams across Flanders, and set up social media campaigns with partner influencers working with our strawberries. Additionally, an eye-catching vending machine will travel the country for six days, surprising thousands of people with fresh strawberries. We turn each stop into a mini-event where consumers can enter a prize draw. Our vending machine will visit six cities: Ghent, Hasselt, Bruges, Antwerp, Leuven, and Sint-Niklaas."
Looking at Norway, the Netherlands, and the UK
"Furthermore, we have set up some promotions with retailers that are not specifically tied to this week," Jan continues. "Since 2023, we have seen this campaign evolve nicely in popularity. Last year, we emerged as Belgium's best-known strawberry brand, and we see this reflected in consumer recognition and trade popularity."
Are there plans to extend these promotions beyond Belgium? "Definitely. What many people may not know is that we already supply large volumes to the Netherlands, although we are sold there under private labels rather than our brand. Our budget is not unlimited, so we need to consider what is feasible. However, social media is a great help, allowing us to target specific audiences. This is something we are exploring not only in the Netherlands but also in Norway, the UK, and France."
The radio show at the season opening of Coöperatie Hoogstraten
Spring peak in volumes
Plenty of growth opportunities are foreseen, but the immediate focus remains on this season, with Hoogstraten Week coinciding perfectly with a peak in supply. "We had a very successful season launch with our radio show at the cooperative, and in the first weeks, demand for strawberries was high," Michiel explains. "Initially, supply was limited, which drove up prices. But now, volumes have increased, reaching a spring peak last week. On Friday, we exceeded 300 tonnes for the first time. This is mainly due to recent weather conditions, with warm days bringing open-field systems into production. Although open-field cultivation is declining, it still produces beautiful strawberries, which are an important part of Hoogstraten's story."
"We are seeing the spring peak arrive slightly earlier than last year due to the many hours of sunshine in recent months, but we were prepared for this," Michiel continues. "The higher volumes align well with consumer demand and the switch in trade from Spanish to Belgian/Dutch fruit. So far, the market seems capable of absorbing these volumes. Still, with a holiday week like last week, it is always a question of how prices will behave. Prices dipped slightly, partly due to the larger volumes. However, with this week's promotional activities and incoming requests from trade channels, I expect prices to remain at a good level."
Export channels are busy switching
Michiel also notes that export volumes are increasing. "Exports have been picking up since last week, with significant shipments heading to Germany, England, Scandinavia, and gradually to France. Despite the less favorable weather, we expect demand to remain steady, especially with Mother's Day approaching. The market and food service sectors are also showing strong demand. Given the excellent quality of our strawberries, they tend to sell themselves. Overall, we are expecting another great summer, and this Week of Hoogstraten is a perfect kick-off."
For more information:
Michiel Vermeiren / Jan Engelen
Coöperatie Hoogstraten
Loenhoutseweg 59
2320 Hoogstraten, Belgium
Tel: +32 33 40 02 11
[email protected]
www.hoogstraten.eu