“There are, unfortunately, few positive developments on the chicory market,” says Herman Lion of Lathouwers & Co. in Belgium. “There’s plenty of supply, but sales are disappointing. That, of course, affects prices, which remain extremely low. The product’s quality is good, but the market ratios are skewed. The supply/sales balance is wrong. That isn’t going to improve any time soon either.”
Chicory was highlighted in the first week of February. That was via a marketing campaign by organizations like Flanders’ Agricultural Marketing Board. The ‘star of Belgian vegetable cultivation’ should have gotten its due attention. Several chicory growers had hoped that would create a positive trend in this difficult season. “Demand certainly improved a little. However, sadly, it didn’t have the effect for which people had hoped.”
Wholesaler, ORCA’s, Roel de Winter indicated earlier that a week is too short to make this product popular among the younger generation again. He says to make a true difference, promotions should have lasted longer and been broader.
This product can be highlighted at events like the Tavola trade show from March 20 to 22. Herman says Lathouwers & Co will be there to introduce people to their products. “Our stand will include products like chicory, potatoes, and pre-cooked products. We’ll also be exhibiting new pre-cooked products but are saving that for the fair itself,” he concludes.