Last Saturday, 7 July, Bioweek in Flanders kicked off at Hugo Jacobs' organic farm. Flemish Agriculture Minister Jo Brouns officially opened Bioweek at the farm in Sint-Truiden, aiming to raise consumer awareness by highlighting the benefits of organic food and farming. "It was a beautiful day with a great turnout," said Marina Sablon of VLAM.
Jo Brouns, Hugo Jacobs, and Filip Fontaine
Bioweek is a joint initiative of the entire organic sector, VLAM (Flemish Centre for Agro and Fisheries Marketing) and Apaq-W (Agence Wallonne pour la Promotion d'une Agriculture de Qualité). In Flanders, it is part of the strategic plan 'Bio 2023–2027'. The week was therefore festively opened by VLAM director Filip Fontaine and Jo Brouns, who announced that the organic sector is experiencing growth. In 2024, the average Flemish consumer purchased 28.3 organic products, an increase of 8.6 percent. Organic acreage in Flanders also exceeded 10,000 hectares (10,237) for the first time.
Marina explained that Hugo Jacobs' cultivation farm was chosen to host the opening because he is one of the ambassadors of the Flemish organic sector and speaks passionately about his farm. "Moreover, an essential aspect of organic farming is its connection to the seasons. So, if you want to open such a week, the cherry harvest is the perfect time. The hard fruit orchards were a beautiful sight during the tour, and the cherries were a delight to see and taste. Hugo shared the history of the farm, while Renske Petré of PCfruit explained the collaboration with organic growers. It was a nice blend of practice and research."
Organic grower Hugo Jacobs
After more than 30 years of conventional fruit growing, Hugo Jacobs began converting to organic farming around 10 years ago, partly to protect his bee population. He started with apples, which initially proved challenging due to blood lice, but the natural balance was restored thanks to beneficial insects. Pear cultivation followed more easily, although marketing was difficult during the conversion period. Export opportunities later helped improve the situation, he explained.
Movie All about organic: The conversion of Hugo Jacobs' organic farm
Growing cherries organically on his 10.5-hectare farm—comprising 3 hectares of apples, 4 hectares of pears, and 3.5 hectares of cherries—proved more demanding, mainly due to the black cherry aphid. Only in the third year did beneficial insects begin to limit the damage. Biodiversity on the farm turned out to be crucial: different tree species, flowering plants, and mixed hedges provide food and shelter for beneficial insects and birds, helping to maintain the natural balance.
The opening of Bioweek aligns nicely with the start of the new Belgian cherry season. The season looks promising, according to Hugo and Gunther De Vadder of BelOrta. "The early cherries had a bit more trouble, but things are looking good overall. We're also slightly earlier this year due to the beautiful spring. While last year's harvest began around 20 June, this year the main picking started on 16 June. Early varieties are slightly behind, but the Regina and Sweetheart are doing very well. In the past, we sometimes worked with calibres of 22–24, but now, thanks to our hard work, we're seeing nice large cherries in sizes 28–32."
"We did harvest a few kilos before the opening," they added. "But it will still take a while before large-scale sales begin. There's definitely plenty of interest—both on the day and at the market. Spain's prices are very low, but from what I hear, the quality is poor. They had a lot of rain around Easter. Prices may be half of what we're asking, but we hear stories of cherries arriving and developing water rot within a day. France is somewhere in between in terms of pricing, but I think we can position the Belgian organic offer very competitively. As things stand, I expect a normal season."
Organic on the rise
A positive start to Bioweek, showing that organic is gaining ground in Flanders. Each year, VLAM publishes an organic report. While this year's edition has not yet been released, a preview shared at the opening shows growth in both consumption and acreage. "It indicates that spending on organic products is on an upward trend, especially due to a higher purchase frequency. In 2024, the average Flemish consumer bought organic products 28.3 times. Most of them bought organic vegetables, followed by fruit, dairy, meat, eggs, potatoes, and bread," said Filip Fontaine of VLAM.
This all contributes to greater awareness. "It's a good way to highlight the organic story," Marina added. "Research shows that many consumers still believe organic is just a marketing gimmick to justify higher prices. But it's our job to show that there is clear regulation behind it. No chemical plant protection products are used, and you can't just label something organic without adhering to strict rules."
In this context, Bioweek in Flanders is supported by a VLAM campaign that emphasizes the essence of organic products. The campaign runs primarily via radio, online platforms, and social media and is in its second year. Filip explained: "A survey we conducted last year after a campaign wave showed that it had an impact. 46% of respondents who heard one of the two radio spots said the spot positively influenced their view of organic, and 41% said it influenced their purchases. Of those who saw one of the online videos, 69% said it improved their perception of organic, and 57% said it affected their buying behaviour."
Renske Petré of PCfruit explains
Bioweek
A full overview of developments in the Flemish organic sector will be available in the annual Bioraport of the Agency for Agriculture and Marine Fisheries, expected after summer. These insights also form the foundation of the Strategic Plan for Bio, a multi-year plan built around five growth objectives. Minister of Agriculture Jo Brouns commented: "The 5 x 5% growth ambitions tailored to Flemish organic agriculture are ambitious, and we are committed to achieving them. Growing consumer interest and consumption are, in any case, the driving force behind a thriving organic sector. I therefore invite everyone to explore organic more closely during Bioweek."
So the opening at Hugo's organic farm was just the beginning of this week. "More Open Farm Days will follow at various farms throughout the week," Marina explained. "Retailers, such as Bio-Planet, are also supporting the effort by running promotions in-store throughout the week. There will be a seminar at ILVO, featuring various researchers presenting their work related to the organic sector. In addition, a promotional campaign is running across social media, online platforms, and radio. Simply put, we're putting organic in the spotlight with our message: 'Organic, that's a good choice anyway!'"
Flemish Minister Jo Brouns enjoys the first organic cherries
More details about the Flemish 'Strategic Plan 2023 - 2027' can be found here.
For more information:
Marina Sablon
VLAM
Tel: +32 02 552 80 32
[email protected]
www.vlam.be
Hugo Jacobs
Jacobs Fruit
Heide 114
3800 Sint-Truiden, Belgium
Tel: +32 11 592464
[email protected]
www.jacobsfruit.be