As many Belgian products as possible in our stores
Interview with Gunther Uyttenhove
‘Locally grown, locally loved.’ With that slogan, Colruyt Group highlights the local character of its product range, across all store formats. As a Belgian retail group, Colruyt Group wants to offer as many local products as possible, whether sourced from Belgian suppliers or from its own production. Gunther Uyttenhove, director of Farming and Fine Food, explains this strategic choice.
Why is our focus on local sourcing so important?
Gunther: “First of all, because we are still the only Belgian retailer. And we’re proud of that, just as we are of the craftsmanship found in Belgian agriculture. We don’t just want to preserve that; we want it to thrive. We want to take our social responsibility and ensure — together with our partners — that Belgian agriculture will still exist 30 to 40 years from now.”
“This strategy is, in my opinion, a win-win-win. Belgian agriculture benefits, and there are even more advantages. I’m thinking first of the environment: the shorter the supply chain, the fewer kilometres, the less pollution. As a retailer, we also reap the rewards. Shorter chains or in-house production offer greater efficiency gains, which is part of our DNA. We can also launch innovation projects much more easily. And in the end, there’s the customer, who can confidently buy local and enjoy optimally fresh products thanks to those short chains.”
So it all starts with sourcing as much as possible from Belgium.
Gunther: “Exactly. What we can buy locally, we source in Belgium. Our shelves contain products from nearly 6,000 Belgian farms. Only if Belgian sourcing can’t meet our customers’ demand do we look beyond the borders. Figures show we score better than other retailers in Belgium.”
With certain suppliers we build close partnerships. Why exactly?
Gunther: “There are several reasons. Personally, I’m a strong supporter of these partnerships because they offer long-term certainty. Agriculture is vulnerable to weather conditions, and we all know those are becoming more extreme. By sharing the risks and providing a guaranteed sales channel, we give farmers a degree of security. This allows them to invest in new crops and sustainable techniques, whose results may not be immediately visible, but will pay off later. Agriculture needs to become more future-focused.”
“In addition, these intensive partnerships allow us to respond quickly to changing customer needs or social developments. And they allow us to work together on sustainability goals. We launch initiatives on sustainable water management, greenhouse gas emissions, biodiversity and soil quality. A good example is our carbon farming project.”
By sharing the risks and providing a guaranteed sales channel, we give farmers a degree of security.
Can you give an example of such a partnership?
Gunther: “We have around 600 of them, but one that springs to mind is our cooperation with Belgian apple growers for our exclusive apple varieties, Coryphée and Magic Star. Together we looked for apple varieties that are top-quality in taste and texture, store well, and are resistant to mould and unpredictable weather. These two varieties allow us to offer Belgian apples all year round. What’s more, the fruit reaches our stores very soon after harvesting, as it doesn’t go through an auction. So, nothing but benefits. And all of that was made possible by making clear, transparent agreements: they supply exclusively to us, and we guarantee the purchase.”
Does buying our own farmland contradict working with Belgian farmers?
Gunther: “There are many misunderstandings about that. It’s true we’ve bought farmland in Ath, Sint-Truiden and Alveringem — around 700 hectares in total. And yes, we are actively farming there. Farmland remains farmland. Part of what we grow there goes to our own stores. Some plots are operated by independent farmers on open-ended contracts. Other plots are made available to young farmers on seasonal contracts. The land is also used for innovation, sustainable farming, nature, biodiversity and greening. But let me be clear: Colruyt Group does not want a monopoly on farmland.”
Still, Colruyt Group is increasingly focusing on vertical integration, growing and raising some of its own food.
Gunther: “That’s true, but it fits perfectly with our goal of offering as many Belgian products as possible. We source ingredients locally whenever possible and process them into products within our Fine Food department. 30% of our private-label food range — such as meat, cheese and bread — is produced in-house. That way, we keep the craftsmanship and employment entirely in Belgium. It also allows us to work more cost-efficiently, sustainably and innovatively. And we retain full control over quality, processing, traceability and price.”
In-house production enables us to retain full control over quality, processing, traceability and price.
“As for our own production, I truly believe this is how we can stand out in the Belgian market. Isn’t it fantastic that we can offer 100% Belgian rope-grown mussels from our own sea farm in the North Sea? We should be proud of the skills we’re building locally.”
"Another example is our vineyards." Through our Farming department, we grow our own grapes. We handle the vinification and bottling ourselves and sell the bottles in our stores. Soon, the entire chain will be in our own hands.”
“Finally, I want to emphasise our inspirational role. Through the expertise we gain, we aim to play an inspiring role and encourage local farmers to build these initiatives with us. There is still plenty of work to be done — in sustainability, innovation and product development. Colruyt Group is ready to lend a hand.”
Related initiatives
We continue to invest in embedding and sourcing our agri-food products in Belgium. This allows us to contribute to a more sustainable Belgian agriculture.
Colruyt, Bio-Planet and OKay will offer even more Belgian fruit and veg. This supports Belgian farmers and limits imports.
Our own food production departments enable us to work cost-efficiently and guarantee consistent quality.