As consumers in Belgium continue to fall well short of recommended intake, retailer doubles down on fresh produce promotion
Belgian retailer Delhaize says it wants to consolidate its position as the country’s leading retailer when it comes to fruit and vegetables, and help its customers to eat more healthily by incuding a larger volume of fresh produce in their daily diets.
To that end, it says it will invest in a wide and high-quality selection, sustainable partnerships with Belgian producers, innovation, and practical solutions that make choosing and buying fresh produce easier for consumers.
With the start of the country’s autumn fruit and vegetable season underway, the company said it aimed to be “consumers’ first choice” when they think about fruits and vegetables, while also helping them eat a little more every day.
Given that only 7 per cent of consumers in Belgium eat the 250g of fruit each day proposed by the government’s health advisory council, and only 10 per cent of them consume the recommended 300g of vegetables, it’s a highly relevant ambition.
“Fruits and vegetables are much more than just a shelf in our stores,” says Geraldine Pieters, category director for fruits and vegetables at Delhaize. “They are the starting point for inspiring our customers every day and making it easier for them to choose fresh produce. That’s why, beyond quality and freshness, we also invest in local products, innovation, and solutions that meet our customers’ everyday needs.”
Delhaize says it has also adapted its fruit and vegetable range to match new eating habits, with a greater focus on healthy snacking, convenience, plant-based products, and functional foods.
This includes ready-to-eat and pre-cut produce, fresh juices, and meal kits, alongside a redesigned produce department intended to emphasise freshness, seasonality and a market-style shopping experience.
Affordability is another focus, with fruit and vegetables included in the retailer’s Les Petits Lions value range, while members of its SuperPlus loyalty programme receive a 10 per cent discount on qualifying fresh produce and own-label plant-based products.
Delhaize said 60 per cent of SuperPlus customers surveyed believed the programme helped them to eat more healthily.
Core values
According to the company, Delhaize offers more than 750 fruit and vegetable varieties and sells 223,000 tonnes of fresh produce each year.
During the Belgian apple season, more than 90 per cent of the apples sold by the retailer are grown in the country.
It points to apple brand Bloss as a prime example of its collaboration with Belgian producers.
The variety, was introduced in collaboration with its partner Vogelaar and is available exclusively at Delhaize, offers fresh taste, crisp texture, and particularly appealing appearance.
“Innovation starts in the fields. By working closely together, we can develop varieties that meet consumer expectations while contributing to strengthening Belgian fruit farming,” says producer Nicolas Goffin.
