Strategies for a Competitive Market

In this episode of the FRUIT LOGISTICA Podcast, recorded live at FRUIT LOGISTICA 2025, host Chris White is joined by two of the industry’s most influential figures to explore the secrets of success in one of the world's most challenging markets.

Operational excellence meets emotional relevance

In conversation with Jo Lambrecht, Commercial Director at the Belgian cooperative BelOrta, the episode opens with an insight into the workings of a leading supplier that prioritises operational efficiency while remaining connected to local markets. From streamlining production and logistics for 1,000 growers to providing comprehensive solutions for buyers, Jo explains how BelOrta balances size with flexibility. However, as he points out, it’s not just about systems; it’s also about understanding people. This includes today’s unpredictable consumers.

Meanwhile, Christelle Bertin, Marketing and Communication Director at the French fruit giant Blue Whale, draws on her experience in the fast-moving consumer goods (FMCG) sector to explain why fresh produce needs to evolve beyond being 'healthy and fresh'. Today’s consumers want pleasure, convenience, and emotion. In a world of Netflix and Amazon, fruit must compete on more than just price. Using striking examples of apples, grapes and kiwifruit, she demonstrates how product innovation and storytelling are reshaping demand.

Taste rules – and data tells the story

Both guests agree that taste is the number one driver of loyalty, yet it is often absent at the point of sale. They reveal why putting consumer preferences first is not just a marketing trick, but a growth strategy, from rethinking apple displays based on flavour profiles to embracing high-flavour tomato and berry varieties. And it doesn’t stop at flavour. This episode explores the importance of data, from loyalty cards to in-store performance tracking, and how these insights can influence everything from assortment planning to packaging design.

Sustainability is more than a buzzword

Both BelOrta and Blue Whale recognise the central role of sustainability, both environmental and social, in their growth strategies. Jo explains how BelOrta became a United Nations SDG ambassador (Sustainable Development Goals) – and why he believes the cooperative model is a blueprint for long-term, people-focused business. Christelle introduces Blue Whale’s ambitious '(Re)Génération Fruit' programme: an €8 million government-backed innovation initiative to develop alternatives to chemical crop protection. However, sustainability also encompasses employee well-being, regional job creation, and genuine accountability, particularly in light of the CSRD (Corporate Sustainability Reporting Directive).

What’s next?

As the episode draws to a close, the conversation turns to the future. Topics explored include the role of TikTok trends, the discrepancy between what consumers say and do, and the rise of 'effortless sustainability'. However, it’s not all about short-term fads. Christelle believes that the key to long-term growth lies in bold consumer insights, innovative category management, and stronger collaboration across the sector, not only with retailers.

So, what could be the one thing to shift the dial for the entire European market?

You'll have to listen to find out!

This podcast episode was created in co-operation with Fruitnet Media International. Comments, questions and suggestions are welcome on our social media channels.