Hot weather and innovation are boosting the consumption of fresh vegetables

Belgium’s leading agricultural cooperative reported sales of nearly 325,000 metric tons of vegetables and 442,000 metric tons of fruit in 2025. Belorta had generated revenue of €456 million from vegetables and €375 million from fruit in 2025. “The extreme heat spurred consumption and destabilized the market, with rising prices for certain products such as cucumbers,” said Gunther De Vadder, Sales and Marketing Director. The average price of cucumbers during the period from June 17 to July 5—in recent weeks—exceeded €1/kg at the peak of production, which is three times the seasonal average. Tomatoes, cucumbers, bell peppers, asparagus, and endives are the top five vegetables produced by Belorta,

Similar figures for fruit

Belorta’s fruit sales totaled €121.6 million as of July 30, 2026. The season is proving similar to 2025, when 206,000 metric tons were sold for €269 million. Pears, apples, berries, and stone fruits are the main categories offered, in both conventional and organic varieties. Belorta’s organic sales remain stable at around €30 million. The 2026 pear harvest is expected to be normal in terms of volume, about 10% higher than in 2025, despite four hailstorms in the spring. Belorta’s apple supply, however, was severely affected by hail, resulting in a commercial loss of nearly 30%.

Growing Climate Impact

“We’ve experienced four hailstorms since mid-May, with hailstones up to 5 or 6 cm in diameter that destroyed crops in their path,” confirms Gunther. Belgium is experiencing its third heat wave of the season in late July, with temperatures exceeding 35 degrees, which is affecting yields, fruit size, and pollination. “Bees stop working at 25 degrees,” Gunther points out. He confirms that average pear sizes are at least 20% smaller and that tomato clusters in greenhouses are less abundant. “Since Easter, we’ve been experiencing weather typical of southern France, with average temperatures above 22 degrees,” Gunther laments.

A Record Number of Innovations

Aromia, Zuchiolo, Tatayoyo, Pot Its, Steamy chicory, and round eggplants are the vegetable innovations introduced and successfully tested this season by Belorta in Belgian supermarkets. “Aromia is a very flavorful cherry tomato cluster that’s a hit with consumers,” confirms Gunther. Created by Semillas Fitó, Zucchiolo is a cross between a cucumber and a zucchini, the size of a pomelo and resembling a butternut squash. It was first introduced to the fine dining foodservice sector with great success, both in the Benelux and in Catalonia. The Tatayoyo snack pepper is another big hit of the season, with 300 to 400 kg supplied each week. The “Pop Its” mini snack cucumbers are also proving to be a big hit with Belgian mass-market retailers. “We’ll be developing this product exclusively with two Belgian supermarket chains in 2027,” reveals Gunther. “Steamy” is a bag of 5 mini endives that can be microwaved in just a few minutes, aimed primarily at younger consumers. It will be rolled out starting next October through several retail chains. Microwaveable mini Brussels sprouts are also being successfully tested.

Schtroumpf, Sint Nic, Yumio, and Maya Are Already Stars

Blueberries rebranded as “Schtroumpf,” “Christmas Tree” red currants, “Sint Nic” apples, Kanzi drink pouches, and “Maya” baby strawberries are the rebranded varieties of currently produced fruits launched this season. “Their main goal is to boost consumption among young people; they’re generating real excitement,” confirms Gunther. Yumio raspberries are Belorta’s true fruit variety innovation, launched as a co-branded product.

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