"Creating sustainability awareness is the way we can compete with blueberry imports"

On Sunday, September 14, much of Belgium celebrated the 43rd edition of the Dag van de Landbouw (Day of Agriculture). This annual event, organized by Boerenbond and Landelijke Gilden, gives the public a chance to peek behind the scenes of modern farming and horticulture. Around 40 farms and businesses opened their doors, each offering visitors a taste of daily life in agriculture. One of them was Halberry, a company in Minderhout that specializes in growing blueberries.

"The competition in blueberries is tough, so we want to stand out by highlighting sustainability. A day like this is the perfect moment to share that story with people," explained grower Tom Mertens.

The official opening of this 43rd edition took place at Hof Eendenplas in Ninove, where farmer Jos Van Snick not only runs an agricultural business but also his own butcher's shop. During the ceremony, Boerenbond chairman Lode Ceyssens pointed out the results of a recent survey. According to the figures, 83 percent of Flemish people believe that Belgium should be self-sufficient when it comes to food production, while 93 percent say they have confidence in locally grown products. Flemish Minister of Agriculture Jo Brouns (cd&v) attended the opening as well, stressing that local food security is strategically vital. He called for fewer regulations and more trust in farmers and horticultural entrepreneurs, with legal certainty as the highest priority.

Robot Hector
Back at Halberry, Mertens looks back on a truly successful day with over 2,400 visitors. "One advantage is that our company is quite large, so we were able to welcome the crowds in different areas. At each spot, colleagues could explain specific themes. For example, beekeeper Mario Coremans from Imkerij Coremans shared insights about the importance of bees. There's really nothing better than hearing these stories straight from the people themselves, so it was wonderful to work together and bring that energy to the visitors."

"On top of that, we had Bas van Hulten from YieldComputer with us, who explained the trials we're running with our robot, Hector," Mertens continued. "This robot actually has a double role on our farm. On the one hand, it takes care of mowing, and at the same time, its cameras track the development of the plants. From that data, an AI model is being developed that helps us understand how many flower buds are forming, how growth is progressing, and when we can expect the first berries to ripen.

The idea is that, in the future, this model will allow us to plan our labor more efficiently and predict the best sales moments. Looking further ahead, the robot could even detect sick plants automatically, and perhaps remove or treat them on its own. That may still sound like science fiction, but it's exactly the kind of future we're working towards."

Agri-PV
Another highlight of the day was the presentation of Halberry's Agri-PV installation. "At the moment, we have the only Agrivoltaics system in Belgium, where solar panels and farming are combined on the same land," Tom explained. "Last year, we built a system with transparent solar panels above our blueberry plants. The panels let sunlight through, while at the same time collecting rainwater, which we then mix with groundwater. This means we use less groundwater, which is more sustainable, and we also cut down on the need for oxygen enrichment.

The electricity we generate doesn't just stay with us either; we share it with the local community through an energy cooperative. That way, we contribute to a more direct market system and to local sustainability efforts. On top of that, the panels create a better microclimate under the canopy. Last harvest, this even resulted in more efficient picking of the blueberries growing under the solar panels."

"We notice that themes like technology, sustainability, and innovation are becoming increasingly important, also for consumers," Tom continued. "During the Day of Agriculture, we welcomed a very diverse audience. Some visitors were simply tourists curious about where they could pick blueberries, while others were colleagues from the sector, wondering whether Agrivoltaics can be economically viable. It was great to share our story with such a wide group, and this has only been possible thanks to the support of Coöperatie Hoogstraten. The cooperative is a real driving force behind the Belgian blueberry sector. Through them, we have access to both financial and technical support, making them essential partners in this entire project."

Competing
That broad interest, he added, also shows that both consumers and retailers value innovation and sustainability in horticulture. "And that really matters, especially when you look at how we, as Belgian blueberry growers, have to compete with imported fruit. Those products often don't meet the same sustainability standards, yet they still end up on the market, often at lower prices. That means we have to stand out with measurable efforts in sustainability, transparency, and quality. I believe we succeeded in showing exactly that on Sunday, with the help of the 60 to 70 volunteers who supported us. Without them, none of this would have been possible—from food service to guiding visitors, everything was perfectly organized. We're proud of the result and convinced that initiatives like this can truly make a difference."

For more information
Tom Mertens
Halberry
Hal 36, 2322 Minderhout, Belgium
+32 476 57 21 61
[email protected]
www.hoogstraten.eu/halberry

Coöperatie Hoogstraten
Loenhoutseweg 59
2320 Hoogstraten, Belgium
+32 33 40 02 11
[email protected]
www.hoogstraten.eu