BelOrta invests in a new auction room in Sint-Katelijne-Waver

Investing in the future

The new auction room replaces the previous sales room, which had become too large and outdated for current operations. BelOrta therefore opted for a more compact room, close to the existing activities at the supply location in Sint-Katelijne-Waver.

The investment goes beyond the building alone. The auction software has also been updated. It supports daily sales and ensures that buyers can take part in clock sales quickly, clearly and reliably.

“What we are opening today is more than a building,” says Marc Smets, Chairman of BelOrta. “As a cooperative, we are investing in market operations, customer experience and transparency. And above all, in the confidence that a cooperative can build for and towards the future.”

The clock remains central

Every morning, supply and demand come together via the clock. More than 400 accredited buyers, spread across the globe, can take part in the sale. For BelOrta, clock sales remain an important anchor for daily-fresh products: fast, transparent and with the same information for every buyer.

The new auction room has 76 buyer seats and 63 seats in the gallery. Comfort, visibility and ease of use were all taken into account in the design. Buyers were also involved in practical tests, ensuring that the room is well aligned with daily operations.

“A daily-fresh product needs a daily-fresh price,” says Philippe Appeltans, General Manager of BelOrta. “Our clock sales bring supply and demand together in a transparent way every day. With this new auction room, we combine that strong market operation with digital innovation and greater comfort for buyers.”

Connecting with growers, buyers and visitors

Together with the new auction room, the BelOrta Meeting Point was also opened. This space is intended for customers, growers, schools, visitor groups and international delegations. BelOrta aims to show how fresh vegetables and fruit make their way from grower to store.

“With the new auction room, BelOrta is investing fully in the future of our vegetable and fruit sector. It is once again strong proof of entrepreneurship and innovation, and contributes to transparent and efficient price setting,” says Flemish Minister Jo Brouns. “With the new Meeting Point, BelOrta is also building a bridge between farmers and citizens. By introducing consumers, schools and visitors to the journey our vegetables and fruit make from grower to store, appreciation for our agricultural and horticultural sector will grow. This will help younger generations once again make a conscious choice for locally produced, sustainable and high-quality food from our own region.”

As a cooperative, BelOrta continues to work from the same starting point: by, for and with growers. The new auction room supports that mission. It makes daily sales more efficient, strengthens services for buyers and gives BelOrta a future-oriented basis to build on.