BelOrta and Hoogstraten to jointly market Belgian blueberries
BelOrta and Hoogstraten, two Belgian cooperatives, will combine their volumes of locally grown blueberries, which will be marketed through BelOrta.
The goal of this partnership is to increase the visibility of Belgian blueberries and secure their presence in retail, wholesale, and specialist stores throughout the country.
The cooperatives will maintain their own brand names for open packaging formats (12x125g in cardboard boxes and 15x150g in silver trays). Closed packaging will be handled with a unified marketing approach under BelOrta.
Joint label and market strategy
An additional element of this collaboration is the use of the joint label “Local & Quality”, introduced by both organisations in recent years. This label highlights the Belgian origin, the short supply chain for freshness, and values such as authenticity, sustainability, and transparency, which are increasingly important to consumers. It also meets the rising demand for local products.
While global blueberry production continues to grow, Belgian output has recently stagnated or declined slightly.
Support for Belgian blueberries
According to the cooperatives, Belgian blueberries are a unique, hand-picked, high-quality product that must be preserved and supported across the entire supply chain, from field to consumer.
They state that by joining forces and using the “Local & Quality” label, they are working with growers to strengthen local supply and meet consumer demand for trustworthy, local produce.
Source: fruitnet.com
Image: Marcel Berendsen
