Belgian cooperative launches major branding campaign and opens new sales facility as it looks to reverse recent decline in sales
Belgian cooperative BelOrta says a major new branding campaign and the completion of a new, high-tech sales facility should help it overcome a recent decline in fresh produce consumption, amid increasing concerns about the impact of climate change and returns to growers.
In its latest annual report, published this week, the group said its sales fell to €631mn in 2025, down 5 per cent on the previous year’s record turnover.
Pricing was more or less normal for some crops, meaning its overall supply volume was up 4 per cent. But others did not fare so well.
The main cause of the downturn, it said, was extreme weather, including high temperatures and drought conditions in the summer, and an especially warm autumn.
“Once again, the past year proved just how decisive the climate is for our growers and our sector,” said CEO Philippe Appeltans. “That combination of drought and heat resulted in strong production, but also put pressure on the market.”
BelOrta is a major supplier of products including apples, pears, berries, and vegetables.
It exports around two-thirds of its total volume, to more than 75 countries around the world, making it one of the most international operators in the global fresh produce business.
Future focus
Looking ahead to 2026, BelOrta said it would address a worrying decline in demand for fruit and vegetables among consumers it believes want to eat better, but increasingly struggle to do so.
Compared with 2005, Belgians now buy almost 16kg less fresh fruit and vegetables per person per year, it noted.
“Fruit has become less of a given in daily eating habits,” Appeltans observed. “Consumption data shows that in 2024 only 60 per cent of Belgians ate fruit on an average day.
To tackle this problem, BelOrta launched various initiatives in 2025, including its ‘10 o’clock? Fruit o’clock!’ campaign, which encourages consumers to eat fruit as part of their daily routines.
A new promotional push is planned for the coming spring. “The campaign not only highlights our products, but especially what they enable: real, warm moments between people,” Appeltans explained.
“As a cooperative of local growers, we know better than anyone that taste connects – grower and consumer, tradition and innovation, field and fork.”
In addition, BelOrta will open a new sales hall in 2026 at its Sint-Katelijne-Waver site.
According to the group, this modern facility features the latest software and will help it reach new levels of sophistication and efficiency.
