Expansion Plans

Show notes

Jo Lambrecht, Commercial Director at BelOrta, shares how one of Europe’s largest cooperatives streamlines logistics for over 1,000 growers while staying agile and consumer-focused. Meanwhile, Christelle Bertin, Marketing Director at Blue Whale, explains why emotional branding and bold innovation are the keys to capturing modern consumers. From taste-driven assortment planning and flavour-first displays to data-backed decision-making and sustainability that goes beyond the hype, this episode is packed with insights. Discover how BelOrta became a UN SDG ambassador, why Blue Whale is investing €8 million in sustainable crop protection, and what role storytelling plays in selling apples, kiwifruit and grapes in a world of TikTok trends. And what could be the one thing that shifts the entire European market? Listen now to find out.

Guests: Christelle Bertin, Blue Whale https://www.linkedin.com/in/christelle-bertin-38458564/ Jo Lambrecht, BelOrta https://www.linkedin.com/in/jo-lambrecht-87265244/

Moderator Chris White, managing director at Fruitnet Media International https://www.linkedin.com/in/chrisfruitnet/