In the coming months, Colruyt will donate tons of surplus potatoes to the Food Banks. The Belgian potato farmers of Colruyt Group's potato project will also continue to receive their fixed purchase price, even though supply currently exceeds demand. The Hal-based retail chain will be the only retailer to guarantee the delivery of potatoes to vulnerable families supported by food banks until the summer. Colruyt also wants to let customers enjoy this top Belgian product by offering extra promotions on top of the lowest prices and by selling 10-kg bags.
In the coming months, Colruyt will have a surplus of potatoes that will not be sold before the new harvest. The potato harvest was very abundant, and sales at Colruyt over the past few months were up to 6% lower than initially estimated.
Starting next week, Colruyt will therefore be the only retailer to donate potatoes to the Food Banks on a weekly basis, continuing through the summer. The food banks, in turn, will distribute them to nearly 700 local organizations. They are also joining forces with regional distribution platforms run by Foodsavers and the Red Cross to ensure that the Belgian potatoes reach all charitable organizations.
Marc Mertens, managing director of the Belgian Federation of Food Banks, is pleased with the collaboration: “It’s fantastic that Colruyt’s initiative serves a dual purpose: on the one hand, it helps farmers reduce their potato surplus, and on the other, it ensures that the potatoes are distributed as emergency aid to a growing number of people in need. In this way, Colruyt Group aligns seamlessly with the Food Banks’ dual mission: combating hunger and food surpluses in Belgium.”
Colruyt Group has had a partnership with 18 Belgian potato growers since 2018. The goal is to ensure consistent quality, offer growers a guaranteed stable price, and extend the potato season in Belgium. Thanks to this initiative, potato growers receive a fair, fixed price regardless of whether there are potato shortages or surpluses. Consumers, too, can rely on the fact that they are getting a fair product on their plates, and that the potatoes at Colruyt are of the highest quality, thanks to the strong local collaboration.
As always, customers pay the lowest prices for these potatoes—which are separate from the price the grower receives. Colruyt will even make Belgian potatoes more appealing to customers with additional promotions. For the first time, 10-kg bags will also be sold, encouraging Belgians to buy and consume more potatoes. Anyone looking for inspiration on how to use potatoes can find nearly 2,000 potato recipes on the website or in the Xtra app.
