Higher overall turnover at BelOrta but climate determines the 2024 results

Despite these far-from-ideal growing conditions, BelOrta can look back contentedly on a total product turnover of 665 million euros, an increase of 7% compared to 2023. This growth not only reflects the resilience of our growers but also the strong demand for our quality products. Vegetables account for 61% of the turnover, while fruit represents 39%.

Product and production security remains a very important theme. Climate change occasionally leads to extreme conditions for growers both inside and outside Europe. Moreover, stricter regulations, the lack of sufficient and adequate crop protection products, and increasing inflation create additional challenges on the production side. Geopolitical tensions also continue to cause disruptions in trade flows of vegetables and fruit, often resulting in extra costs or increasing competition in certain markets.

Field vegetables suffer from persistent bad weather For the endive cultivation, 2024 has been a tumultuous year. The abundant rainfall at the end of 2023 caused production problems in root vegetable cultivation. The available volumes of endive at BelOrta and, by extension, NW-Europe have never been as low as last year. The season was often characterized by scarcity with strong prices. Only at the end of November 2024, with the start of production from new endive roots, did a market turnaround occur.

These same unpredictable climatic conditions cause an irregular supply of cauliflower across Europe, leading to volatile pricing. Spring was very rainy, making timely planting of cauliflower difficult. This resulted in lower supply volumes and high prices in the first half of 2024. The situation only normalized again at the end of August. In autumn, the harvest in France was very high, putting heavy price pressure on the international market.

Leeks experienced two different halves of the year again. The spring harvest was affected by persistent wet conditions, leading to above-average prices. The same water-related issues hindered smooth planting in the autumn, resulting in a more limited supply volume. However, prices were relatively modest at that time due to external market pressure. The same pattern was seen with asparagus, with limited production and disappointing sizing due to less favorable weather conditions. Despite several efforts, demand remained, keeping prices somewhat higher than the multi-year average. The pricing for green asparagus was comparable to the 2023 season.

Similar growing conditions do not always lead to similar results in fruit vegetables.

Unlike in 2023, our growers cannot look back on a good tomato season. The bad weather led to decreased consumption in our regions, resulting in flat and weaker prices. Extreme weather in Spain later in the season caused a temporary surge, but from the end of November, prices fell due to increased volumes from southern production areas. For tomato specialties, we note a slightly better market, but prices are also somewhat lower than in 2024.

Cucumber on the other hand, experienced a strong European demand market in 2024. Price peaks in May and August, possibly driven by a TikTok hype, made this cucumber season one of the best in a long time. Despite lower production per m² due to dark weather, nearly 180 million units of cucumber remain one of BelOrta's largest products.

The planting area of eggplant has decreased slightly in the Low Countries. Along with reduced production due to darker weather, this created a demand market with better prices.

Like 2023, 2024 was a fairly normal pepper year with average pricing for green, red, and yellow varieties. Consumer interest in sweet point peppers continues to grow, accompanied by justified pricing. Other specialties such as snack peppers and spicier variants like Jalapeño, Habanero, and Padrón increasingly find their way to enthusiasts. A lower supply of zucchini, both locally and from the South, resulted in good pricing for zucchini. Only in August did prices of all zucchini varieties come under pressure, but they recovered in the autumn.

Following the trend of previous years, there was again significantly less lettuce on the market this year. In recent years, a clear downward trend in areas of head lettuce and other leaf salads has been observed, especially in field production. The first months were characterized by weak pricing due to foreign production affecting our export possibilities. From late spring, prices normalized again. The wet spring caused delays in production everywhere, which led to rising prices.

Fruit – Lower production with generally slightly better pricingStrawberries can look back on a year with a generally good demand market. A significant shift within the varieties is noticeable from June-bearing to ever-bearing, leading to a more regular supply pattern. Regarding pricing, the season was correct, despite a dip of a few weeks at the end of July.

The soft fruit season was also characterized by lower productions due to the dark and wet spring. This was especially true for red and black currants, but also for raspberries and blackberries. The lower productions resulted in more accurate selling prices.
Blueberries, on the other hand, face strong competition from imports, often from countries with unequal regulations in terms of production and labor. It takes courage and support from our Belgian trade and retail sectors to continue offering this beautiful local product and not to give in to offers well below cost price. Only then can we sustainably work towards a future for our local blueberry growers.

The cherry production, especially the earlier varieties, suffered greatly from poor weather conditions during pollination. The same bad weather also influenced the quality of the harvest and even consumption and sales.

The youngest members of the fruit family, plums and melons, have been able to confirm their potential this year. Continuing to build calmly on local production and consumption remains the message.

The marketing of the pear harvest of 2023 saw a slight increase in prices in the spring of 2024 until March, with good demand both within and outside Europe. Although from May onward, prices and demand dropped sharply, we can still speak of a better average season 23-24. The marketing of apples harvested in 2023 started from an empty market. This resulted in much better and more stable price formation compared to the previous year. At the end of that season, we even noted a price increase.

The blossom of this pome fruit was severely affected in spring 2024 by downright poor weather conditions. Several nights of frost had a very strong impact on apple varieties such as Jonagold and Boskoop. Lower productions mean fewer fruits on the trees, leading to larger sizes that are more difficult to sell. Although the industrial market provides a solid base in the market, these larger sizes create price pressure and, overall, result in too low profitability for growers.

The wet and dark period after the pear blossom also caused disease pressure and a strong leaf drop. The main Conference-producing countries also had a smaller harvest. However, this is largely compensated in Europe by a higher Italian pear production compared to 2023, which has led to a more normal price formation for pears in autumn 2024.

The integration of the Belgian Fruit Auction into BelOrta resulted in a broader offer. The number of club varieties in BelOrta's hard fruit portfolio also increased with, among others, Belgica®, Morgana®, and Sweet Sensation® which strengthen the Kanzi®, Greenstar®, Sprizzle®, and Fred®.

In organic vegetables and fruit, many customers aim to offer more organic products; on the other hand, organic cultivation in 2024 faced several additional cultivation challenges, making it not always easy to find the right balance. The largest organic products at BelOrta are pome fruit, cucumber, and tomatoes, but this offering is increasingly expanding.

BelOrta declared SDG Ambassador

On October 24th, BelOrta was declared SDG Ambassador by UNITAR/Cifal. This is a significant recognition for the efforts and leadership role that the BelOrta cooperative, together with its affiliated growers, has demonstrated over the past years in implementing the United Nations' sustainability goals. With a clear future plan, including a scientifically supported and approved CO2 reduction plan, and due diligence regarding human rights, the sustainability policy is embedded in the business operations. BelOrta and its growers are recognized for their positive social impact in this area.

The story of healthy and unprocessed food has gained momentum over the past few years. The focus on healthy and local consumption, which was intensified during the COVID crisis, continues to influence consumer purchasing behavior today. However, fresh vegetables and fruit have so far only benefited very minimally from this trend. Nothing is more tasty, healthy, and enjoyable than vegetables and fruit. As one of the largest horticultural cooperatives for and by growers in the Benelux, we take our responsibility to promote the positive story of fresh vegetables and fruit among consumers. Through social media campaigns, new product and concept launches, recipe inspiration, and activations both in stores and beyond, we are actively working towards higher consumption of these beautiful and locally grown products. Our participation in Open Company Day at our site in Borgloon was highly appreciated, drawing more than 6,000 visitors and providing the icing on the cake.

The consolidation wave within retail is also leading to consolidations within the fresh vegetables and fruit sector. Several mergers, acquisitions, and collaborations in the trade of vegetables and fruit have been announced. BelOrta is also working on a Transnational Producers Organization Union (TUPO). This partnership aims to pool resources and services to defend and strengthen the market position of our affiliated growers within the European market.

Looking ahead to 2025

Next year, BelOrta and its growers will continue their efforts with the ultimate goal of providing fresh vegetables and fruit on every consumer’s plate every day. It’s a win for both growers and consumers. Local production faces numerous challenges, including unpredictable climate, increasingly burdensome regulations, and above-law expectations from many market players. For consumers, daily adequate portions of vegetables and fruit are essential for a balanced, healthy, and tasty diet. Combining these two objectives remains one of BelOrta’s major challenges, together with everyone involved in the supply chain, for the coming years.