Serve a nice story, with the Magic Star of Boni
Magic Star you say? This is a young apple variety, grown in Belgium, with a small ecological footprint. The third, particularly successful harvest is now exclusively available at Colruyt, OKay and Collect&Go. Under our private label Boni Selection, since sustainable does not have to be expensive.
Strong trees don't need much
The Magic Star variety is thriving in our Belgian climate and resists illnesses such as fungus very well. Consequently, the growers need very little pesticides to protect the blossoms in the first season half. In the second half, they comply with the standards of organic farming, without pesticides. This is beneficial for biodiversity in the orchard. The apples are picked late in the year, which means they have enjoyed maximum sunlight enabling them to develop their delicious taste.
Little or no food waste
What about fruit that is not fit for sale because it is too small or has a damaged skin? We have it processed in Belgium in apple juice, apple cake and apple sorbet, also for our private label Boni Selection. This means hardly any fruit is wasted and we come full circle. Cake and sorbet are permanently available, apple juice as from February. The Magic Star also keeps well: it stays crunchy and tasty and does not become greasy like other varieties. This means, the fruit is less likely to end up in the rubbish bin at home.
Bigger Belgian harvest, less import
This fall, our growers harvested about 2,000 tonnes of apples, 1.5 times the volume of 2019 or 10 times the first harvest of 2018. You can find the fruit in our stores until mid 2021. In the years ahead, the harvest volume will increase even more, when the trees are taller and bear more fruit. This will enable us to offer our customers domestic fruit for a longer time and to import less.
Together with growers and customers
The Magic Star is grown by Neven Fruits (Waremme), Wolfcarius (Markegem) and Gebroeders Bangels (Gingelom). For the third year in a row, we buy the entire harvest at a guaranteed correct price. This cooperation gives the growers more income security and the possibility to invest in sustainable growth.
The Magic Star was developed exclusively for Colruyt Group and also picked by our customers in 2016. A sustainable alternative, with better storage and resistance to illnesses. And delicious of course!
The Magic Star is a sustainable apple variety. Grown in our country with respect for the environment and biodiversity. There is little waste since we use unsaleable apples in cake, juice and sorbet. This way, together we contribute to a better environment, step by step.
With this initiative, we contribute to the following Sustainable Development Goals of the United Nations.