The Belgian blueberry season at BelOrta has officially started with the auction of the first crate. Aldi purchased the first Belgian blueberries for €5,000. BelOrta matched this amount, bringing the total donation to €10,000, which goes entirely to vzw De Hulpwinkel Houthalen-Helchteren, an organisation dedicated to supporting people living in poverty.
Aldi secured the first batch, buying blueberries grown by Frans Schrijnwerkers in Gruitrode, Limburg. Schrijnwerkers has been cultivating blueberries since 1990 and is optimistic about this year's crop. "We have a good base. The berries are starting to thicken nicely. It has been a bit dry, which has made the growing season challenging. But the growth is on track now. The leaf colour is excellent. Although nights have occasionally been cold, we're getting some rain again, and the plants are benefiting from it. All in all, things are looking good. It will be a nice harvest, and we're ready to go full steam ahead."
The €10,000 donation will go entirely to charity. "It was a great day to kick off the season," said Diether Everaerts of BelOrta. "Thanks to favourable weather, the quality of this year's harvest is excellent. We expect a total production of around 425 tonnes, which is still 25 percent higher than last year."
Joint marketing through competition
The Belgian blueberry season runs from next week until week 36. "Through this collaboration, we manage about 45 hectares of blueberries from around eight growers. We aim to set ourselves apart with local, hand-picked fruit. Competition from Eastern Europe—especially Poland and Serbia—and the Netherlands is tough due to lower production costs. But I believe that with our consistency and uniformity, we can offer optimal taste and quality. Still, during periods of high volumes, competition becomes intense. When Belgian consumers buy blueberries, they often go for the cheaper option. Unfortunately, we're not nationalistic enough. A French consumer will always choose French produce, but here, we need to encourage that mindset more."
One strategy to address this is through promotional campaigns. "We'll keep emphasising that blueberries are vitamin-rich and high in antioxidants. That's why we're launching a major promotion of the 150- and 300-gram topseal packs featuring the Smurfs. We've previously used the Smurfs in campaigns with other product groups, but with a new Smurfs movie coming to cinemas in mid-July, it's a perfect tie-in. The blue Smurfs and blueberries are a great match to appeal to young consumers and boost sales. We hope this will lead to a strong season in Belgium—and ideally, beyond."
Popular snack
"We're very pleased with the first crate of Belgian blueberries as the start of the new season. At ALDI, we champion local products and work closely with Belgian growers year after year," said Maksim Van Herck, Category Manager for Fruits & Vegetables at ALDI.
Maksim Van Herck of Aldi with the first blueberries purchased
Blueberries are increasingly popular with consumers. Van Herck added: "Their popularity continues to grow every year. Whether at breakfast with yoghurt, as a healthy snack, or in a refreshing drink, blueberries are tasty any time of the day."
Good cause: €10,000 to non-profit organisation Hulpwinkel Houthalen-Helchteren
All proceeds from the first blueberries will be donated to the non-profit organisation De Hulpwinkel Houthalen-Helchteren, which supports people living in poverty. "We're very grateful for this gesture. We work with ALDI throughout the year to collect food. Thanks to this additional donation, we'll be able to treat families in poverty to a day at an amusement park, a special Saint Nicholas celebration, and much more," said chairman Jan Willems. "Each year, our organisation supports around 7,800 families struggling financially."
The company of Frans Schrijnwerkers
For more information:
Frans Schrijnwerkers
Blauwe Bessen Fam. Schrijnwerkers
Oudsbergerweg 121
3670 Oudsbergen, Belgium
Tel +32 (0)89 85 89 33
[email protected]
www.blauwebessen.be
Diether Everaerts
BelOrta
Mechelsesteenweg 120
B-2860 Sint-Katelijne-Waver, Belgium
Tel: +32 (0)15 55 11 11
[email protected]
www.belorta.be