In 2024, Belgium exported no less than 315 million kg of pears. Of that, 5.4 million kg went to Asia, with China and Hong Kong as the biggest buyers, taking nearly three million kilograms combined. That makes Asia one of the largest markets for Belgian pears, and undoubtedly a growing one. By way of comparison, in 2020, Belgium exported 4.9 million kilograms of pears to Asia, with China and Hong Kong accounting for over two million kilograms (WITS). Christophe Van Haelst of VHM Fruit Trade is one of the exporters shipping Belgian Conference pears to China.

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According to him, though the Asian market is not a volume one for his company, it is an interesting segment. “There’s clear demand, and we’ve managed to build a decent market share,” says Christophe. He points out that it does not involve sizeable quantities. “It certainly isn’t large volumes; we’re mainly targeting the luxury segment.” The company is relatively new to far-off exports, having recently concluded its second season. “In the first year, we shipped a small amount, about five containers. That’s increased significantly,” Christophe explains. VHM Fruit Trade has a clear timeframe for this project. “We’re giving ourselves three years to develop it. We’ll then do an evaluation and consider next steps.”

Developing a market takes time
Exporting to China is not a given, says Christophe. “It didn’t happen on its own. It required investment,” he says. Still, Van Haelst sees sufficient reason to further develop the market. “It’s not easy, but we believe in that market.” The high-end market, particularly, offers opportunities. “There’s demand from the luxury segment, a segment we’re targeting to get the right price for a top-quality product. You don’t always get those prices in Europe,” he explains. That is why VHM Fruit Trade developed a brand specifically for exports to China. “Deliscala distinguishes us from fellow exporters and lets us build brand awareness.” The goal is clear: “We want to position ourselves as a genuine premium brand. A better brand,” Christophe says.

He notes that exports to China are subject to strict conditions. “Complying with that protocol is tough. Pears grown on selected plots that are eligible for export are strictly inspected for pesticides, fruit moths, and fire blight.” Finding the right trading partners also requires preparation. “It’s hard to find the right customers,” Christophe points out. For that, VHM Fruit Trade did market research in advance. “We approached importers beforehand to gauge interest. We understand that sector well.”

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Logistical challenges
Along with protocols, logistics is a major factor in distant exports. Transit times are a significant point of concern. “Long transit times make maintaining quality more difficult,” Christophe knows. Transportation uncertainty plays a role, too. “Delays at ports or en route can impact scheduling considerably. It’s possible to deliver just-in-time, but if there’s, say, a five-day delay due to a storm or strike, it’s tricky to guarantee a continuous supply.”

The exporter notes that the recent developments in the Middle East are creating additional logistical concerns. VHM Fruit Trade thus chose to end the season – which usually runs through April – earlier. “We canceled the last containers because the logistical disruptions and uncertainty meant we couldn’t 100% guarantee quality. Not because of the pears’ quality. We work with a uniform product, so we know our pears can withstand up to 10 weeks of travel,” Christophe notes.

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“That’s usually enough, but with all the uncertainty on the global geopolitical stage, there could be further delays. We don’t want to take that risk.” That is because it is that quality that is crucial for supplying the luxury segment, Christophe explains. “When in doubt, we’d rather leave the market empty for a while than risk the product not meeting the required quality standards upon arrival,” he adds.

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The product’s traits, which vary per season, are another factor. “This year’s pears have high Brix levels, so they ripen slightly faster. That poses somewhat of a higher risk during transportation.” That, however, has the upside of Conference pears being well-regarded in China, Christophe notes. “The pears are very sweet and very well received there,” he says. Although the focus is currently on China, the company is also looking at other distant destinations.

For now, though, the priority is on further expanding the existing market. “We first want to evaluate these three years and expand this market before moving on to the next.” Christophe describes developing a distant market as an exciting journey, with room for further growth. “There’s more demand for Conference pears in China, but we’re moderating that because we want to keep guaranteeing quality. Quality is the most important thing to us,” he concludes.

For more information:
Van Haelst Fruit & VHM Fruit trade
Kieldrechtsebaan 85
9130 Verrebroek
Tel: +32 477 77 77 36
[email protected]
www.vanhaelstfruit.be