The chicory sector is under pressure. It is losing popularity, young people hardly eat it anymore and growers are finding it increasingly difficult to find a successor. Nevertheless, there are plenty of opportunities to offer this sector perspective. We will talk to four growers in West Friesland. How do they see the future? “The chicory remains on the shelves.”
While the last chicory grower in the Achterhoek closes the door of his nursery closes foreverthe growers in West Friesland see a bright and confident future. Will the cluster in West Friesland now become the mecca of chicory? “No”, says Koos Groot (62) from Venhuizen. He is seen by the growers as the celebrity, someone who knows the ins and outs. According to him, West Friesland is the province’s chicory area. Even one of the largest in the Netherlands: “Yes, we are well represented: there are many young and strong companies.”
NOg more precise cultivation
But West Friesland is also experiencing a decrease in the number of growers. Almost every village had its own cultivation. That is different now. The region used to have around 250 growers, now there are only 10. “Many companies have stopped. They are getting older or have seen the world. They then choose to stop in a bad year, before things go completely wrong. But most of them just keep going,” says Gert-Jan de Wit from Grootebroek. He knows the sector like the back of his hand. His father started it in 1976, after which he took over. “I learned a lot from my father. Good and bad times: I’ve been through everything here. You have to be able to handle that.”
Because 2022 was not a year to write home about. The price for chicory in particular speaks volumes. Reducing production seems to be the only way out. “The corporate culture is changing: we make agreements in advance. How much and for what price? This way we ensure that nothing is thrown away.”
However, this cluster remains more or less intact. How is that possible? “Succession,” says Groot. “The nurseries go from father to son, we are quite unique in that. In both Nibbixwoud and Oostwoud, someone from the family has taken over the company.”
From West Friesland white praise
They all have one thing in common: the love for the profession. When the entrepreneurs talk about chicory and how to grow it, their eyes shine. The chicory is also called (just like with asparagus) the ‘white gold’. It is sought after by the elderly, especially those over 50. But it is not (yet) the case with young people. Is there anything to do about that? “I think so”, De Wit thinks. “The trends don’t lie. There are plenty of opportunities. The aging population in the Netherlands, river cruises that are allowed to sail again and more vegetables must be eaten. But the consumer ultimately decides what we’re going to do.”
Next generation
Aik Ruiter (30) from Oostwoud is confident. Together with his brother, he took over the company in Nibbixwoud from his father. Together with the Spruit nursery, where the next generation takes charge. “There is future music in it, we can move forward for years to come. And that is important for a cluster like this.”
There are also dangers lurking. Like everyone else, the sector depends on what will happen with energy prices. Lowering the bill with solar panels or a smaller wind turbine is not an option for everyone, especially now the power grid is full. Rob de Boer from Spierdijk agrees. “We don’t need gas, but we do use a lot of electricity. Before the war in Ukraine started, I was able to take out a five-year energy contract. I was very lucky with that, the situation is different for many growers.”
Less praise
The image of the chicory can also be improved, according to the growers. There is a lot of ground to be gained there. How can we get this vegetable back in the spotlight? “Young people don’t like it much. So it’s important that this vegetable gets attention again, such as through advertisements, influencers or cooking shows. It also depends on the supermarket: will the chicory get a nice spot or will it stay hidden?” , says DeBoer. “It could be a bit hipper,” adds Ruiter.
De Wit: “Convenience and speed are very important to young people these days. We live in a fast-paced world. But this is attractive to them: the food is already on the table within 10 minutes. And it is also healthy. We do not use crop protection.”
Is there more than just ham and cheese, a well-known oven recipe among many Dutch people? “But of course,” says Ruiter. According to him, it is a versatile vegetable. “It can be eaten both raw and cooked. In the summer you can make a salad with chicory and pear. Or wok the chicory with honey, pine nuts and thyme. But it can also be used in a soup or stew. It’s all very tasty .”