The final balance sheet for 2024 for BelOrta and its 1,200 member growers was largely influenced by the weather, as highlighted in the cooperative's annual report. The persistent wet and dark weather that began in autumn 2023 and continued through spring 2024 significantly impacted the production of most types of fresh fruit and vegetables, both in outdoor and greenhouse settings. This affected product availability and also influenced pricing for several products.
Despite these less-than-ideal growing conditions, BelOrta reflects positively on 2024, achieving a total product turnover of €665 million, a 7% increase compared to 2023. "This growth demonstrates not only the resilience of our growers but also the strong demand for our quality products. Vegetables accounted for 61% of sales, while fruit made up 39%," stated BelOrta General Manager Philippe Appeltans.
Product and production security remain critical issues. "Climate change increasingly results in extreme conditions for growers within and outside Europe. Additionally, stricter regulations, the lack of sufficient and effective crop protection products, and rising inflation pose further challenges on the production side. Geopolitical tensions also continue to disrupt trade flows of fruits and vegetables, often incurring additional costs or increasing competition in certain sales markets."
Field vegetables struggle from persistent bad weather.
For chicory cultivation, 2024 was an eventful year. Heavy rainfall in late 2023 caused production challenges in the root crop. "The available volumes of chicory at BelOrta and across Northwest Europe were the lowest in history. The season was marked by scarcity, resulting in strong prices. Only in late November 2024, with the start of production from new chicory roots, did the market stabilize."
"Similarly, unpredictable climatic conditions caused irregular supply of cauliflower across Europe, leading to erratic pricing," Appeltans noted. "The wet spring delayed planting, reducing supply volumes and increasing prices in the first half of 2024. The situation normalized by late August, but the heavy autumn harvest in France placed significant price pressure on the international market."
Leeks experienced two distinct halves of the year. "Persistent wet conditions during spring led to high prices due to reduced supply. However, the same flooding hindered planting, resulting in a lower autumn supply. Despite this, prices in autumn were underwhelming due to foreign competition."
A similar trend was observed with asparagus, where low production and poor size formation were attributed to unfavorable weather. "However, thanks to proactive marketing, demand remained strong, with prices slightly above the multi-year average. Green asparagus prices were similar to the 2023 season."
Equal growing conditions, unequal results for fruiting vegetables
"Unlike 2023, this year was challenging for our tomato growers. Poor weather led to decreased consumption and weak pricing. Later in the season, extreme weather in Spain temporarily spiked prices, but from late November, increased southern production caused prices to dip. Tomato specialties performed slightly better but still experienced lower prices," Appeltans explained.
Conversely, cucumber experienced a strong demand market across Europe in 2024. "Price spikes in May and August, partly fueled by TikTok trends, made this one of the best cucumber seasons in years. Despite reduced production due to dark weather, cucumber remains a major product for BelOrta, with nearly 180 million units sold."
Eggplant acreage declined slightly in the lowlands, and reduced production due to dark weather created favorable market conditions, yielding better prices. "In contrast, 2024 was a fairly average year for peppers, with stable pricing across green, red, and yellow varieties. Consumer interest in sweet peppers continued to grow, resulting in pricing pressure. Specialties like snack peppers and spicier varieties such as Jalapeño, Habanero, and Padron are gaining popularity."
"A lower supply of courgettes, both locally and from the South, ensured strong pricing. Only in August were prices for all courgette varieties under pressure, after which they recovered in autumn."
Following a declining trend in recent years, lettuce production continued to decrease in 2024. "We observed a clear reduction in head lettuce and other lettuce varieties, particularly in open-field production. Early months saw weak pricing due to foreign competition, but delayed productions caused by the wet spring boosted prices by late spring."
Fruit: Lower production, better pricing
Strawberries enjoyed a year of steady demand. "A significant shift from June-bearing to everbearing varieties created a more consistent supply. Pricing was generally stable, aside from a brief dip in late July."
Soft fruit production, including red currants, blackberries, and raspberries, was affected by the dark and wet spring, leading to lower yields and better prices. "Blueberries, however, faced intense competition from imports, often produced under less stringent regulations. Sustaining local blueberry cultivation requires support from Belgian trade and retail to avoid succumbing to low-cost imports."
Cherry production suffered from poor weather during pollination, which also impacted harvest quality and consumer demand. "Plums and melons, the newest additions to our fruit portfolio, performed well, but continued investment in local production and consumption remains vital."
The marketing of the 2023 pear crop saw rising prices through spring 2024 due to strong demand within and beyond Europe. "While demand fell from May onwards, the 2023–2024 season still averaged better prices. Apple marketing began with an empty market, resulting in stable and higher prices compared to 2023."
Severe spring weather in 2024 affected the flowering of top fruits, with frost causing reduced production, especially for varieties like Jonagold and Boskoop. "This led to thicker fruit sizes, which, despite support from the processing industry, created price pressure and lower profitability for growers."
The wet and dark conditions also increased disease pressure in pears, although a smaller harvest in major producing countries was offset by higher production in Italy, resulting in normalized prices by autumn.
The integration of the Belgian Fruit Auction into BelOrta expanded the supply, with new club varieties such as Belgica, Morgana, and Sweet Sensation joining existing varieties like Kanzi and Greenstar.
BelOrta named SDG Ambassador
On October 24, BelOrta was recognized as an SDG Ambassador by UNITAR/Cifal. "This acknowledgment highlights our cooperative's commitment to the United Nations' sustainability goals. With a scientifically approved CO2 reduction plan and a focus on human rights, sustainability is firmly embedded in our operations. Our growers' positive social impact has been rightfully recognized."
The promotion of healthy and unprocessed food has gained significant momentum in recent years. "The focus on healthy and local consumption, initially driven by the COVID crisis, continues to influence consumer purchasing behavior today. However, fresh fruits and vegetables have yet to fully capitalize on this trend. There is nothing more delicious, healthy, and enjoyable than fruits and vegetables. As one of the largest horticultural cooperatives in the Benelux, created by and for growers, we take our responsibility seriously to share the positive message of fresh fruits and vegetables with consumers. Through social media campaigns, new product launches, innovative concepts, recipe ideas, and in-store activations, we are fully committed to increasing the consumption of these beautiful, locally grown products. A highlight of these efforts was the Open Farms Day at our Borgloon site, which welcomed over 6,000 enthusiastic visitors."
"The trend of consolidation in the retail sector is also driving mergers within the fresh fruit and vegetable industry," he added. "Several mergers, acquisitions, and partnerships have been announced in the fruit and vegetable trade. BelOrta is also actively working on establishing a Transnational Union of Producers Organization (TUPO). This collaboration aims to combine resources and services to defend and strengthen the position of member growers in the European market."
Looking ahead 2025
"BelOrta and its growers remain committed to ensuring fresh fruits and vegetables reach every consumer's plate daily. Despite challenges such as an unpredictable climate, stringent regulations, and high market expectations, this mission benefits both growers and consumers. Promoting local, healthy, and delicious fruits and vegetables will be our focus for years to come."
For more information:
Philippe Appeltans
BelOrta
Mechelsesteenweg 120
B-2860 Sint-Katelijne-Waver, Belgium
Tel: +32 (0)15 55 11 11
[email protected]
www.belorta.be