Gemex, a fresh produce exporter to Germany, switched entirely to products from Belgian cooperatives and growers in mid-April. In recent years, retailers have been taking market share from wholesalers in the fruit and vegetable segment, including in Germany, and in that country, some wholesale markets are even on the brink of disappearing. Despite that, Sven Jordens, the second generation in this Belgian family business, remains committed to serving the early markets. "We'll be somewhat more focused on serving the food service sector, though," he begins.
Every afternoon, from its location in Genk, Belgium, where 18 office and warehouse staff work, pallets, including mixed ones, are loaded into trucks bound for Germany. Half of those contain vegetables, with greenhouse vegetables, especially tomatoes, making up the bulk. Flemish carrots and leeks are in high demand, too. The fruit range includes strawberries, soft fruit, apples, and pears.
Staff shortage
With 12 trucks in its fleet, products are brought from different Belgian cooperatives to Genk every morning. Once the order pickers have assembled the pallets, drivers set off for the early markets in several German cities. Everything runs smoothly in the warehouse, although Sven admits finding enough staff to prepare the pallets is becoming difficult. "That must be done within a limited time. The fruit and vegetables arrive at our premises at noon, and there's much to do in the following three or four hours. It's hard to find people for that. Also, many find driving, where you start around 4 p.m. and are on the road in the evening and at night, unattractive. But in Belgium, even those wanting administrative staff or salespeople are having a tough time of it."
Specialties
According to Jordens, in the winter, Belgian greenhouse vegetables hold their own against the abundant supply of Spanish products in the German early markets. "Take Ruby Red tomatoes: Their dark red flesh makes them popular. Specialties such as Miss Perfect cherry vine tomatoes from Coöperatie Hoogstraten or Aromia from Bel'Orta are also an asset. Of course, the Spanish products are good, too, but now that the switch was completed two weeks ago, German customers are noticeably happy that they can buy familiar products," he says.
Lit cultivation on par again
Gemex supplies its clients year-round, so the exporter offers some greenhouse vegetables from the Mediterranean in the winter. "We don't import anything ourselves. As for tomatoes, we only import those grown under lights in the winter. This year was the first time since the pandemic that cultivation was fully up and running in Belgium, which was a big plus given German consumers' preferences. It was also the first time we could offer Belgian cucumbers year-round."
The German-grown cucumber supply is, however, huge. "And people like eating locally grown food. Exports from Belgium need to focus more on, say, specialty tomato varieties. That's where it can distinguish itself. Also, only premium products can compete with tomatoes, bell peppers, and raspberries from Poland because you can't beat them on price. Polish quality isn't deteriorating either; on the contrary, those growers are constantly learning more," says Sven.
Acquisitions and succession issues
Sven has been at Gemex for 22 years. Along with the gradual rise of retail at the expense of wholesale in the German fruit and vegetable market, he has witnessed countless takeovers on the supply side in Belgium over the past two decades. "There are far fewer exporters, and many previously independent companies are now part of a group. In fact, we're one of the few independent fresh produce exporters to Germany."
"In Germany itself, we're increasingly having to focus on food service. In the wholesale markets, companies – often family businesses – face competition from supermarket chains and a lack of succession. We're not letting it get us down, though, as we still see plenty of opportunities to continue supplying the German market. We'll ensure my parents' - who both turn 75 this summer - legacy has a bright future," Sven concludes.
This article was previously published in Primeur May 2025. Click here for the link to the entire edition
For more information:
Sven Jordens
Gemex
+32(0)13 55 3326
[email protected]
www.gemex.be