Recently, the fourth generation entered the Roes family's apple business. Daughter Félice made a bold career change, leaving behind her work in acquisition law to join the fruit sector. "In the end, the blood runs where it cannot go," she says, seated alongside her parents, Gunter and Hilde Roes, at their 125-year-old company based in Oud-Turnhout.
Gunter, Félice, and Hilde Roes
We're already talking about a sixth generation, as the family business began in 1900 as a farm in Oud-Turnhout. "However, my grandfather only started growing fruit many years later," Gunter explains. "That's when the first steps into fruit cultivation were taken. Over the years, we've grown to about 27 hectares. We mainly specialize in apples, but we also grow 3 hectares of cherries. Since 2005, we've been selling our produce in our own farm shops, currently three, located in Oud-Turnhout, Herentals, and Zoersel. We also produce juices, and recently introduced an apple juice with ginger. Additionally, we sell products like strawberries, potatoes, tomatoes, and asparagus from fellow growers."
Direct connection with customers
Appelen Roes has deliberately focused on direct sales from the start. "That's how we set ourselves apart—by getting the fruit straight from the field to the consumer. That's also our motto: 'Picked to taste.' We harvest the fruit at its peak and sell it directly to our customers. We quickly realised that we much preferred this way of working, and we still do. You're in direct contact with customers and receive immediate feedback on your products. That helps guide us in the direction we want to go, based on what customers value and expect. Some of the produce does still go to trade, of course."
The company currently cultivates 24 hectares of top fruit. "We opted for a wide range of varieties—12 in total. But the main variety is still Jonagold," Gunter notes. Despite recent media reports about the declining popularity of this quintessential Belgian apple, he finds that it remains the most in-demand. "Jonagold is still the best-selling variety. That hasn't changed; it's usually the first thing people ask for when they walk in. That said, we continually monitor new varieties and respond to customer demand. We want to offer a wide selection. Some prefer tart apples, others sweet, or crunchy. It's important that everyone can find the right apple for their taste. We also train our sales staff to assist customers in finding the best fit. This approach works well for us."
A fresh breeze
A fresh breeze is now blowing through the company with Félice's arrival, even though it wasn't always clear she would join the business. "It was kind of instilled in me from a young age, as my mother also comes from a family of fruit growers in Flemish Brabant, with whom we still collaborate. So I really did grow up among the orchards, but for a long time, it looked like I'd follow a legal path. Until, as mentioned, the blood went where it can't go and I realised the dynamic fruit sector was very appealing. Not that I just jumped in overnight," she laughs.
"I've been helping to run the business for some time now, and there's still a lot to learn about how my parents manage things. Bit by bit, I'll take on more responsibilities in the company, but not much will change. We're very aligned as a family, so I expect our cooperation will go smoothly." Hilde adds: "We're absolutely confident that Félice can take the company to the next level. It's a big switch, but these days, you need to be a real entrepreneur to succeed in this sector. With her background, she's well-equipped for that. And on top of that, we no longer need to worry about succession, which is not something every business can say these days."
Cherries now, optimism for the apple season
And not a moment too soon, as the cherry season has just kicked off at the Oud-Turnhout-based company and the new hard fruit season is approaching. "We started picking this week, and the first cherries are now in the shop," Gunter continues. "We have 14 different varieties, which gives us a nice extended season. Ideally, we would have had a bit more rain for optimal production, but the quality is very good. They're tasty and nicely sized. The varieties follow each other perfectly, keeping us busy until the apple season begins."
And how is the grower feeling about the upcoming apple season? "That's looking very good as well. Volumes seem to be fine, and the quality is solid. Moreover, no bumper crop is expected across Europe, so we can expect stable market prices. There's enough room for Belgian apples in the market next year, so all in all, we're feeling positive."
For more information:
Appelen Roes 
Steenweg op Sevendonk 95
2360 Oud-Turnhout
+32 14 72 30 94
[email protected]
www.appelenroes.be