Belgian craftsmanship dates back a long way when it comes to Belgian apple and pear cultivation. The pear has been growing in our country for centuries and has gained popularity over the years. As early as the fifteenth century, Belgian pears entered international trade, and by the seventeenth century, there were about 700 varieties, including variants that could be stored until winter.

The apple also experienced such a surge. After World War II, Haspengouw and the Hageland became the fruit-growing regions of Belgium. Thanks to the introduction of low-stem varieties, production and harvesting became smoother. Today, there are all kinds of apples and pears on the shelves, including those with brand names and, unfortunately, origins from other countries.

The red-golden Belgian Jonagold – once the result of a cross between the Jonathan and the Golden Delicious – is still the most cultivated and sold apple in Belgium. Nevertheless, along with its Belgian counterparts, it is losing popularity in favor of exotic fruit varieties. So, it's time to add a hearty dose of Belgian culinary pride!

Indeed, there is much to be obtained within the country's borders. "Our growers have been working for decades to diversify the apple and pear offering," says Glenn Sebregts. "They experiment and innovate to ensure a colorful and tasty assortment of Belgian apples and pears throughout the year."

"For those who want good local fruit in their store, you can work with Conference and Jonagold almost all year round, but the Belgian offering offers so much more variety in color, taste, texture, and culinary application."

"Consumers are not always aware of this," adds Nele Van Avermaet. "High-quality Belgian hard fruit is available at any time. And for every taste and application, there is a Belgian apple or pear."

The fruit, which traditionally ripens mainly in autumn, is now available in stores 365 days a year. "We also owe this to continuous innovation in hard fruit cultivation, including in the storage process," Glenn explains.

"The apple and pear cultivation begins in spring and reaches its climax at harvest time in the period of August-September. When the fruits are ripe, they are picked and immediately sold or stored in cold storage rooms. In these cold storage rooms, the oxygen level is so low that it is dangerous for humans to enter. However, this is ideal for apples and pears. The lack of oxygen puts them into a kind of dormancy, keeping them perfectly fresh."

And the optimization continues. Nele: "With a focus on sustainability, extensive research is being conducted into the energy efficiency of those refrigeration cells. For instance, sensors can measure how apples and pears are feeling in those refrigeration cells, allowing us to adjust temperature and moisture levels perfectly. This way, we minimize harvest loss and save energy."

 

The harvest is substantial every year, but consumption could be better. Apples and pears are among the top ten most consumed fruits, but in recent years, they have faced a clear decline in consumption. Nevertheless, VLAM discovered in a recent survey of 1000 participants regarding purchasing criteria for vegetables, fruit, meat, and dairy, that 45% of people considered the local origin of food important to very important.

Nele: "This conviction peaked during the COVID-19 pandemic, but there has also been a rising trend over the past eight years. A neighborhood supermarket can capitalize on this by paying sufficient attention to the origin of the fruit in the aisles. At the same time, consumers also indicate that the origin is not always clearly indicated. It's surprising how many varieties of apples and pears there actually are and how many of them are grown on our own soil with craftsmanship."

 

On average, a consumer buys over six kilograms of apples and two kilograms of pears per year. "But that can be much better, especially for a genuinely Belgian product. The ideal time for a store owner to give local apple and pear consumption a boost is in the fall, starting from October.

You can highlight the start of the Belgian hard fruit season, for example, by giving apples and pears of all sizes and colors a special display. Or why not organize a baking competition where your store acts as the judge to choose the best apple pie?"

At BelOrta, they also know that fall is the perfect time to promote Belgian hard fruit. Glenn says, "Just look at our campaign with the Apple Saints – an initiative to convince consumers to buy apples instead of mandarins and oranges that Saint Nicholas has to 'ship by steamboat'. With this temporary campaign, we offer customers a healthy, delicious, and local Saint Nicholas snack, supporting local growers in the process. Additionally, store owners can always rely on us for the necessary promotional materials."