BelOrta closed 2024 with a remarkable 7% revenue increase, reaching €665 million, as reported by Vilt.be. This achievement underscores the resilience of BelOrta’s 1,200 associated growers and the strong demand for high-quality produce, despite challenging weather conditions that impacted production volumes.
Challenges and Successes in Key Crops
Field Vegetables: From Shortages to Recovery
Excessive rain from late 2023 to early 2024 caused significant production disruptions in field vegetables. Chicory, in particular, faced unprecedented shortages, leading to high prices. The market only stabilized in late November 2024 with the introduction of new chicory roots. Similarly, cauliflower production delays due to a wet spring resulted in limited supply and elevated prices during the first half of the year. By autumn, however, increased harvests in France placed downward pressure on international prices.
Asparagus and Tomatoes: Mixed Results
Asparagus production suffered from smaller yields and lower quality, yet strong promotional campaigns supported higher-than-average prices. Conversely, tomato growers faced reduced consumption and stagnant prices, exacerbated by Spain’s weather-induced oversupply late in the season.
Cucumbers and Peppers: Demand Soars
Cucumbers experienced a strong European demand, with price spikes in May and August making 2024 one of the best seasons for the crop, despite reduced yields per square meter. Bell peppers had an average year in terms of pricing, but specialty varieties like sweet pointed peppers and spicy types continued to gain consumer interest.
Zucchini and Lettuce: Volatility in Prices and Supply
Reduced zucchini supply led to favorable prices except in August, when increased competition briefly suppressed values. Lettuce production faced a continued decline in planted areas, coupled with poor weather and weak early-season prices due to competing foreign imports.
Fruit Sector: A Year of Price Adjustments
Strawberries and Berries: Strong Demand Despite Lower Yields
Strawberries saw stable demand and pricing, with a notable shift toward everbearing varieties to ensure consistent supply. Other berries, including blackberries and raspberries, had reduced production due to unfavorable spring weather, resulting in better market prices.
Apples and Pears: Weather-Driven Price Dynamics
Apple prices were stronger compared to 2023, supported by reduced volumes due to frost-damaged blossoms in key varieties like Jonagold and Boskoop. For pears, the Conference variety’s production was affected by a wet spring, leading to disease pressure. However, increased Italian production balanced prices across Europe by autumn.
Blueberries: Competition and Sustainability Challenges
Blueberries faced stiff competition from imported products with less stringent labor and production regulations. BelOrta emphasized the need for fair pricing to ensure the sustainability of local producers.
BelOrta’s performance in 2024 highlights the cooperative’s adaptability and strategic market positioning. While weather extremes and pest pressures tested the resilience of many crops, targeted promotional efforts, market diversification, and a focus on quality allowed BelOrta to achieve record revenues. Continued investment in sustainable practices and advanced agricultural techniques will be crucial for maintaining this growth in an increasingly volatile climate.
