How did fruit and vegetable sales go in this second COVID year? What sold well? And what are the stakes for Christmas? We look back and ahead with Kilian De Geyter, ALDI Belgium's Fresh Produce Category Manager.

"Shoppers appreciate our fresh range efforts. That's particularly noticeable. For example, last year we introduced fresh meat in our stores. And people can buy fruit and vegetables loose. That's paying off in these times. These were the missing links in our development to becoming a first one-stop-shop; a store where you buy all your daily groceries under one roof," he begins.

"Our fruit and vegetable range has expanded considerably in recent years. It grew by 20% in 2020 compared to the previous year. We've optimized where necessary this year. But we've also added some products. These include Jerusalem artichoke and Belgian-grown baby carrots with foliage. And from now on, we offer loose lychees instead of packaged ones."

New store design "We've also recently introduced a new store design. That's at both our new and renovated stores. The fresh produce aisle (fresh fruit, vegetables, meat, fish, and chilled convenience) has a place of prominence. It's at the front of the store. We want to create a truly fresh market experience. The first thing our customers encounter when entering a new store is our fresh fruit and vegetable assortment," says Kilian.

"There, we display the weekly fresh food promotions separately. Many people go shopping when we have fresh promos. This new design means they can quickly grab those items first. By the end of the year, about ten stores will be set up according to this fresh market experience. Next year, more than 30 new or remodeled stores with this new layout are already scheduled to open."

What were the fruit and vegetable department's notable best sellers and droppers? "Some individual kinds scored well over the past year. These include Jonagold apples, leaf clementines, and bananas. And our shoppers loved our efforts in convenience. The ready-to-eat, pre-cut fruit like freshly peeled pineapple and sliced watermelon is gaining popularity," Kilian answers.

Affordable parties and convenience central at Christmas "At Christmas, two aspects are highlighted at ALDIs all over the world - affordable parties and convenience. First and foremost, the price-quality aspect will be more crucial than ever for consumers. Just that is, undoubtedly, ALDI's strength. We also make that clear with our end-of-year slogan 'Our year-end, deliciously affordable.' "

"People still too often think there absolutely must be expensive items on the festive table to offer quality. Nothing could be further from the truth. That translates into our Excellence offer. Here we keep festive products (such as, say, lobster or scallops) affordable," De Geyter continues.

"Belgian consumers are expected to put the cookbooks aside this year. They'll opt for simple, comforting dishes. Our year-end offerings reflect that. In our Excellence range, we pay more attention to convenience dishes. Among other things, there'll be more ready-to-eat Excellence appetizers. These include escargots, salmon croquettes, and Christmas tree tartlets."

"Our fruit and vegetable range has been temporarily expanded. It includes ten typical end-of-the-year items, such as wild mixed mushrooms and pomegranate. We're also temporarily expanding our fresh meat range. It will have traditional year-end classics like Belgian venison. And fondue, gourmet and raclette dishes, with 100% Belgian meat," says Kilian.

Willie Witloof "We want to help our customers make smart choices. So, we've introduced an end-of-year hero: Willie Witloof. This little Belgian chicory undertakes many adventures."

"He can advise shoppers during this year-end period. He's a great companion with whom to share the festive season. That's thanks to his many tips, facts, and recipes," explains Kilian.

"This vegetable usually clearly peak in December. It's healthy, fresh, locally-grown, and festive. All these benefits are united in a single product. So, it's the perfect personification of what ALDI stands for."

When asked how online sales are going, the category manager says, "E-commerce is an international ALDI Nord group project. That's due to its scale and international implications. So, it's not something we look at in Belgium alone."

"Considering the retail sector's increased digitization, ALDI is obviously keeping an eye on e-commerce opportunities. Currently, however, we cannot offer any information about whether and when ALDI would launch such an offer."

Kilian says the following about the stores' packaging policy: "We have had loose fruit and vegetables since last year. So, we use many tons of plastic less annually. And customers can now decide for themselves how many apples or chicory spears they want. They can use our FSC-certified paper bags to hold their items. These are offered free of charge."

"But of course, with each product, we must always ask ourselves critically whether plastic packaging is needed or not. Here the products' shelf life and freshness are crucial to us. Only if we can guarantee that, we offer the fruit and vegetables loose."

"We've made considerable efforts in recent years in the organic category too. Here, we consider shoppers' needs. Sales-wise, the organic fruit and vegetable range is rather complementary to the other products. Organic cucumbers and carrots score best within that fruit and vegetable range," Kilian concludes.

For more information: Kilian De Geyter Aldi Belgium 4 Keer Street 9420, Erpe-Mere, Belgium Tel: +32 (0) 538 27 917 Website: www.aldi.be

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