On Wednesday, 21 May, Salons De Waerboom once again hosted the Verbond van Belgische Tuinbouwcoöperaties (VBT) annual meeting. Stakeholders from the various Belgian cooperatives gathered at the venue near Brussels to reflect on the past year. However, the evening programme was largely dedicated to the departure of Rita Demaré as chair of the VBT, with Dirk van den Plas officially taking over the role.
During the day, the directors met to review 2024, a year marked by familiar challenges. As in each of the past ten years, the sector faced extreme weather conditions, rising production costs, and increasing geopolitical uncertainty. In 2024, the total volume of products delivered and sold by cooperatives affiliated with the VBT declined. These cooperatives include BelOrta, Coöperatie Hoogstraten, REO, Groupement des Producteurs Horticoles Namurois, Ingro, and LTV.
According to the annual report, vegetable volumes dropped by 4%, and fruit volumes by almost 3%. Nevertheless, turnover increased by 6% for vegetables and 16% for fruit. "We achieved record turnover of €1.26 billion in the fresh market and €155 million in the frozen market (Ingro). But record turnover does not necessarily mean record profits," the report cautions. "The rise in turnover was offset by higher production costs and increasingly strict production requirements. Now more than ever, fruit and vegetable producers must unite in cooperatives and work together to create a strong counterbalance. The VBT intends to lead the way in this."
After a day of meetings, the evening was designed for relaxation. A walking dinner with drinks was organised later in the evening, but not before Tessa Avermaete, Belgian agricultural economist and postdoctoral researcher at KU Leuven, addressed the audience with a vision for a future of healthy and sustainable food. In her presentation, she stressed the need for collective action across the food system to achieve sustainability. She advocated a holistic approach that balances production and consumption and focuses on science-based policy and citizen involvement. Her message was that health and sustainability must go hand in hand, and that consumers have an important role in supporting healthy and sustainable food. The presentation also served as a call to action. Luc Vanoirbeek, secretary of the VBT, used the moment to announce that he would personally follow Tessa's advice.
Rita Demaré: "Grateful for the kind words"
Bridge builder
After the presentation, attention turned to Rita Demaré. The tribute began with a message from Flemish Minister of Agriculture Jo Brouns, who was unable to attend but praised Rita's tireless dedication and commitment. "Enjoy your well-earned time for yourself and your family." Lode Ceyssens, chairman of the Farmers' Union, then took the floor. "For 20 years, you have left your mark on the horticultural sector. No one understands the structure and the people behind a horticultural business better than you. You grasped the impact of weather, market dynamics, and policy like no one else and used that knowledge with wisdom and empathy," he said. "Over those 20 years, the world changed—and REO changed with it. Under your leadership, REO became stronger, more innovative, and future-ready. 2024 saw record turnover, but more importantly, REO became a symbol of trust and stability. You were also a bridge builder within the VBT. You believed in cooperation and a fair market for both small and large businesses—true to the cooperative spirit."
Your successor, Dirk van den Plas, reflected on history. "Your story as chair began on historically significant ground: the Dutch embassy in New Delhi, where Pakistan's independence was once signed. During a VDT trip, it was decided there that you would become the first female chair of VDT—a choice we have never regretted. Your dedication to the sector, your leadership during both difficult and good times, and your passion are admirable. You combined decisiveness with empathy, and you created a culture of cooperation that has strengthened all of us. On behalf of all VBT members, thank you for your many years of service. We will miss you and wish you all the best in the future."
Luc Vanoirbeek, Dirk van der Plas, Rita Demaré, Lode Ceyssens, Didier Algoet, Maarten De Moor
Cooperation as the keyword
Finally, it was Rita's turn to speak. "It feels strange to say goodbye here today, but I'm happy to be here. The kind words mean a lot. People ask me how I managed all this over the years. What I have done, I have never done alone. Cooperation has always been the key between growers, cooperatives, and organisations. Not as competitors, but as partners who strengthen each other. The annual reports of recent years describe everything VBT has achieved, but I want to highlight what matters most in horticulture. For VBT and the cooperative sector, cooperation is crucial. Going to market together. Cooperatives are indispensable in horticulture. Cooperation between cooperatives must always keep the cooperative member in mind. Every partnership must benefit producers—not only now, but in the long term. Cooperatives and agricultural organisations are not competitors. Nor should cooperatives compete with each other. They don't need to score points with horticulturists; they need to challenge each other through dialogue and mutual understanding."
"I encourage continued and deepened cooperation. I firmly believe this is also better for our customers in the long term. If cooperation is lacking, then talk to each other. There is no need to fear strong cooperatives. When done transparently and respectfully, they offer long-term purchasing security to members and product security to customers. I am confident that my successors will continue along the path we have chosen, together with you. Cooperatives will always be essential for strengthening producers of fruit and vegetables, and also of frozen products. This benefits not only the customers but ultimately the consumers as well. We must be leaders who listen, think ahead, and communicate. I wish you all the best for the future. Thank you!"
These words were discussed extensively during the walking dinner.
View the full annual report here
For more information:
VBT
[email protected]
www.vbt.eu