This is a first experiment of the “Mousquetaires”: the group is in fact giving itself until spring 2025 to study the results of this initiative, before considering extending this principle to other products with high seasonality.
Consumer expectations
Could this initiative be transposed into Belgian mass distribution? At Intermarché Belgium, this possibility is currently being studied. However, there is no confirmation at this stage.
As far as competition is concerned, opinions are far from going in the direction of the French giant. “For ALDI, the motto is very clear: we source as close as possible and as far as necessary. This therefore also applies to our fresh products: fruit and vegetables, meat, etc.” answers Jason Sevestre, spokesperson for the brand.
In other words, consumer habits are a priority and the center of attention for the supermarket chain. This does not prevent collaborations with Belgian suppliers. ALDI, however, does not wish to follow in Intermarché’s footsteps. “As soon as the Belgian strawberry season allows it, we sell strawberries of Belgian origin. Obviously, this season traditionally comes to an end around September. But the consumption of strawberries does not stop. This is why we have to source from other countries in order to be able to meet customer demand. Belgian consumers eat strawberries all year round, and they are also present in their end-of-year menu. As for cherries, it is once again the customer’s desires that take precedence: “It is a product that is typically consumed during the summer. […] So here too, we listen to our customer and do not offer them in winter.”
The echo is substantially identical at Colruyt: “We adapt our offer according to customer demand. We notice that cherries are less in demand during the end-of-year period, so we do not offer them during the winter months. On the other hand, we offer strawberries (in reduced quantities) because customers are looking for them throughout the year. As with all our products, we favor local, Belgian sourcing as much as possible.”
Like its competitors, the giant Carrefour will not do without strawberries this winter. “The difference is that the quantities and varieties offered are less than during the summer months.” More generally, depriving yourself of imported fruits and vegetables is not on the agenda. “To give an idea, the best-selling fruit on our shelves remains the banana.”
For its part, Lidl does not intend to change its formula either: “There is a good chance that we will offer Belgian strawberries during the end-of-year celebrations,” we are told.
A collegial decision, or nothing
Would Intermarché’s French experience be too daring? Delhaize believes, for its part, that such an approach can only be considered if all major retail players are aligned. Without this, this initiative would be ineffective.
“If a single retailer stops selling this type of product, it will just shift the problem because consumers will buy it in another supermarket. This will absolutely not reduce the impact in terms of consumption and related CO2 emissions. for transport, for example.concludes Karima Gozzi, spokesperson for the lion brand.
