Colruyt Group en partners innovate with two new apple varieties
Partnership with great added value, at the customer's service
Halle, 27 April 2017 - Colruyt Group and fruit growers Neven Fruits Waremme, Wolfcarius
Fruit Markegem and Gebroeders Bangels Gingelom start to grow two new apple varieties:
the Magic Star®, developed by Fresh Forward, and the Coryphée®, developed by family
business ZOUK bvba (fam. Johan Nicolaï). The two varieties have been selected during tasting
sessions by a panel of customers of Colruyt Group's different store formats. With this
initiative, the group wants to offer apples that meet the customer's expectations as regards
taste, colour and origin. Colruyt Group also wants to extend the season during which apples
of Belgian origin are available, and at the same time emphasize the craftsmanship of local
farmers. The first harvest is expected in the stores in the fall of 2019.
Co-creation
The two new apple varieties are the result of cooperation at several different levels. Colruyt
Group contacted nurseries specialised in developing new varieties. Apart from the strict
quality requirements for taste, colour and storage, the apples also had to have specific
technical properties. They had to flourish in our Belgian climate and soil composition, and be
environment-friendly. Several apple varieties were developed and proposed to customers
during tasting sessions; they chose their favourites.
Partnership
To grow the new apples, Colruyt Group entered into an agreement with three of its
suppliers. Neven Fruits Waremme, Wolfcarius Fruit Markegem and Gebroeders Bangels
Gingelom. Together they committed to invest in these promising new varieties. Colruyt
Group bought the exclusive rights to sell the apples from the developers. The retailer also
takes care of project coordination and the marketing costs to launch the fruit. The growers
invest in buying the fruit trees and in production.
The supply is adapted to Colruyt Group's demand. The launch can thus be clear and under
control and the group can offer its suppliers as well as its customers a correct price. The
fruit growers also received the guarantee that 'less beautiful' apples that cannot be sold, will
also be bought. Colruyt Group will have them processed to juice or apple sauce for instance.
Exclusivity
The two apple varieties are grown exclusively for Colruyt Group. Planting the apple trees in
the growers' orchards is spread over three years. Th Magic Star® variety was started in
November 2016. The first harvest is expected in the fall of 2018 and will be available in
Colruyt Group's food stores in Belgium. The exclusivity of the plantations continues until
2021. Afterwards - depending on the success - Colruyt Group will offer the possibility to
other growers as well. The exclusivity for the sale of the Magic Star® continues until 2023.
The Coryphée® apple trees will be planted in the fall of 2017. Their first harvest is expected
in the fall of 2021. The exclusivity of sale continues until 2027.
Ambitions
With this initiative, Colruyt Group wants to offer customers fruit that meets their
expectations and put the local craftsmanship in the spotlight. Jan Schockaert, in charge of
Fruit purchases at Colruyt Group: "We notice that customers not only want to eat a tasty
apple, but also wish to consume a local product. This cooperation enables us to fulfil this
wish."
This project has other objectives as well: reduce the ecological footprint of the products, set
up sustainable cooperation, stimulate the sale of local products with an added value, and
guarantee the producers a correct price for their fruit. Colruyt Group wants to be a pioneer
in making the chains more sustainable, and consumption goods are ideal to do this.
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More information:
Hanne Poppe, press officer Colruyt Group. Tel.: +32 (0)473 92 45 10 or +32 (0)2 363 55 45.
Email: [email protected]
Jan Schockaert, in charge of Fruit purchases at Colruyt Group. Tel.: +32 (0)2 363 55 45.
Email: [email protected]
About Colruyt Group
Colruyt Group operates in the food and non-food distribution sector in Belgium, France and
Luxembourg with approximately 500 own stores and over 500 affiliated stores. In Belgium
this includes Colruyt, OKay, Bio-Planet, Cru, Dreamland, Dreambaby and the affiliated stores
Spar and Spar Compact. In France, in addition to approximately 70 Colruyt stores, there are
also affiliated Coccinelle, CocciMarket and Panier Sympa stores. The group is also actively
involved in food service (supply of food products to hospitals, company canteens and
catering businesses), in Belgium known under the name Solucious. Other activities comprise
the sale of fuel in Belgium (DATS 24), printing and document management solutions
(Symeta) and the production of green energy (Eoly). The group has over 30,000 employees
and realised a turnover of 9.1 billion euros in 2016. Colruyt is listed on de Euronext Brussels
(COLR) stock exchange under ISIN code BE0974256852.
About Fresh Forward
Fresh Forward is one of the top variety breeders in Northern Europe. With its impeccable
academic and agrarian background, Fresh Forward approaches fruit growing as a
perfectionist: a very effective breeding and marketing methodology aiming at adding a
predefined value to the fruit chain. The growers' needs, the wishes of commerce and retail
and consumer demands are extremely important to them. Based on their expertise in
breeding and marketing new strawberry and apple varieties, they support numerous marketoriented innovations throughout he world.
About ZOUK bvba (fam. Johan Nicolaï)
ZOUK is a Belgian private breeding programme of the family of Johan Nicolaï. This company
grew from the Johan Nicolaï nursery. ZOUK's mission is a better fruit experience for the
consumer. To achieve this goal, ZOUK develops new varieties that are adapted to an
innovative environment-friendly cultivation. With these new varieties, it is possible to link
zero residue to economic products, resulting in a sustainable fruit culture. When ZOUK
introduces a new variety, it develops a strategic cooperation with different partners,
retailers and growers, in the chain.
About Neven Fruits Waremme
Family business Neven (1980 – 4th generation) is specialised in de production of apples,
pears and cherries. In its establishment at Waremme it employs 27 co-workers and during
harvest about one hundred seasonal workers. Neven produces 2,000 tonnes of pears and
3,600 tonnes of apples a year in a 93-hectare orchard in Haspengouwen. Since 1994, the
company works with Colruyt Group by means of Veiling Haspengouw, and supplies Jonagold,
Boskoop and Granny apples to the group; as well as Conférence pears since January 2016.
About Gebroeders Bangels Gingelom
Family business Bangels (1992) is specialised in the production of apples and pears and is
established in Gingelom (South Limburg). They employ about 25 co-workers and 80 seasonal
workers during harvest. Bangels produces about 4,000 tonnes of apples and pears a year.
The company has been working with Colruyt Group for 15 years by means of the Belgian
Fruit auction (BFV) and supplies Jonagold, Golden and Boscoop apples and Conférence and
Doyenne pears to the group.
About Wolfcarius Fruit Markegem
Family business Wolfcarius Fruit from Markegem (West-Flanders) has been producing apples
and pears for 3 generations. It employs about ten people, and more seasonal workers during
harvest. The brothers Yves and Stephan produce 4 to 5,000 tonnes of apples and pears a
year in a 90-hectare orchard in East- and West-Flanders. Their company has been working
with Colruyt Group since 2010. www.wolfcariusfruit.be