Bioworld started as a vegetable trader and now specialises in growing organic vegetables for the European market. Since its shift, Bioworld has expanded from greenhouse vegetables to open field crops.
“Our philosophy as a company is to supply organic vegetables all-year-round,” said Job van den Berg, managing director of Bioworld.
Bioworld has invested in 24 hectares of land in the Netherlands and 40 hectares in Spain to meet the growing demand. It also focuses on importing sweet potatoes, avocados, ginger, turmeric, and pineapples.
Currently, Bioworld’s top markets are Germany, the Netherlands, and Scandinavian countries. The demand for organic products in this region is increasing. “People in these markets are becoming more conscious. The market wants to know where the product is sourced,” says Van den Berg.
Germany remains the biggest market in terms of volume.
“German supermarkets helped in the growth of demand. Because of Germany’s size and population, a 7% market share is comparably bigger than a 15% market share in Denmark,” adds Van den Berg. Aside from retailers, Bioworld also supplies to wholesale companies and is expanding to the industrial and the foodservice sector.
Furthermore, the market behaviour in Europe is moving towards health and environmental consciousness. “There are consumers that know organic products are beneficial to their health, and to the environment. That market is growing, and people are willing to pay more, but the price is definitely a factor they consider. Consumers are also demanding less plastic packaging. This is a challenge because some products without plastic seals will have shorter shelf-life. We are developing the right packaging to meet the consumer’s demands,” said Van den Berg.
Along with the growing demand for the product is the challenge of the lower costs of its competitors. Bioworld faces the threat of competitors who do not fully comply with the standards needed for organic production but still brand themselves as organic. Van den Berg remains confident that the company can overcome these kinds of challenges.
“Retailers are prioritising reputation and track record. I would say, Bioworld is the biggest company dedicated to and specialised in producing organic produce in the Netherlands,” adds Van den Berg.
Bioworld is now moving forward in improving precision in production and developing packaging alternatives for its products. The firm will also be launching a global campaign next month to promote organic food called “I am Earth”. It also runs a bee conservation programme called Bee Earth.