Belgian apples are still having a tough time. The BelOrta cooperative thus introduced 'AppelSintjes' to draw extra attention to local top fruit around the holidays. "Belgium is a leading top fruit growing country, yet consumption noticeably keeps declining. Also, Belgian shoppers still too often buy apples imported from far and wide, leading to an oversupply in the local market. We want to encourage people to choose local Belgian Jonagold apples again," says BelOrta's Glenn Sebregts.
So, in early October, Sinterklaas came calling. As part of a Belorta campaign, he handed out local Jonagold apples instead of the traditional oranges. "You obviously can't force consumers into something, so we decided to put a positive spin on the problem. This year's apples are excellent. And, as December approaches, the local apple season peaks. We, thus, got the idea to use AppelSintjes - a homage to 'appelsienen', as oranges are colloquially referred to - to promote those local apples."
This campaign also allows the cooperative to bring youngsters' attention to these apples. "They remain an important target group, after all. Sinterklaas is usually dominated by candy and chocolate. As it should be, of course. But now, supermarkets and parents have a healthy alternative," explains Glenn.
"All the better if we can then support local Jonagold apples too." He says the campaign seems to be successful. "The AppelSintjes went onto store shelves this week, and there has certainly been enough interest in them. We'll have to wait a while for the sales figures, but it's a great way to help local cultivation," Glenn adds.
Promotion
To boost the campaign, BelOrta released a clip on social media in early October, showing Sinterklaas buying local Jonagold apples. "Plus, schools can win a visit from our Greenhouse food truck on December 5 or 6, and there's a consumer contest. People can win tickets to a Sinterklaas show. Finally, we'll be present when Sinterklaas officially arrives in Belgium. That will be in Antwerp on November 12, and we'll be there, handing out AppelSintjes," Glenn concludes.
For more information:
BelOrta
120 Mechelsesteenweg
2860, Sint-Katelijne-Waver, BE
Tel: +32 (0) 155 51 111
Email: info@belorta.be
Website: www.belorta.be