“Things are going quite well,” says Stefan Bosmans of Michel. This Belgian wholesaler specializes in strawberries and other soft fruit. “This year’s summer fruit is of excellent quality.” He says that in early June, there was a slight lack of volume. That was due to the cold spring. “The strawberries from the heated greenhouse were almost done. And the full-soil fruit and those from the plastic-covered greenhouses were just starting to become available.”
Because of the lower volume, summer strawberries were expensive for the time of year. He hopes early June’s nice weather continues, which will likely increase soft fruit volumes. Another cold front could lower production. “Instead of a steady flow, supplies could fluctuate more this year.” It’s not just strawberries that slowed down; raspberries, blackberries, and other berries also suffered because of the weather conditions.
“Anything that isn’t cultivated in heated conditions is delayed. So far, that’s yielding some higher prices than last year, especially for raspberries,” says Stefan. Michel offers cherries from a French grower. The frost damage in France will probably reduce harvests by 30 to 40%. That for cherries, apricots, and nectarines. He thinks that this lower supply will drive demand.
Consumer tastes vary
Stefan says more strawberries are being sold. “Consumers continue to gravitate strongly toward strawberries.” And they vastly prefer local products. “The government has been strongly pushing for short chains with growers’ selling their own goods.” There are also many more types of summer fruit available such as raspberries, berries, blackberries, or nectarines. So, people’s tastes are more varied.
They no longer buy only strawberries. “Consumers have a certain budget for fruit. They’re not going to spend more. However, within that budget, they’re going to buy different types of fruit.” Michel primarily supplies wholesalers, market vendors, greengrocers, and bakers. Its clients mostly want tasty strawberries. “That’s currently mainly the Sonsation variety. These premium strawberries taste and look good.”
White cherries, strawberries
The better greengrocers want distinctive products that can give shoppers something extra. For example, Michel has white cherries in its range, for which there’s a good demand. To this end, the wholesaler works with a Belgian grower. He expands his white cherry acreage every year to meet demand.
“It’s a slightly more expensive product. That’s why it’s especially suitable for greengrocers,” Bosmans explains. New to the range are white strawberries. These fruits are grown under the plant’s leaves. This prevents sunlight from turning them red. This fruit also finds its way to specialty stores, Stefan concludes.
Stefan Bosmans
Groothandel Michel NV
Tel: +32 (0)2 241 70 44
GSM: +32 (0) 474 339570
[email protected]
