With fresh potato products, we also see plenty of opportunities outside Belgium

Tholen – Vanderhaegen Potatoes sees plenty of opportunities for fresh, artisanally prepared potato products. Over the past few years, the Belgian family business, which has its roots in potato growing, has expanded its range from fresh fries and peeled potatoes to include croquettes, mashed potatoes, vegetable mashes (stoemp), various specialities and filled potato products. One principle remains central: as little processing as possible and as much flavour as possible.

“We want to offer a fresh, artisanal product without many additives. Ultra-fresh, with consistent taste and quality, and fast delivery. That’s what we’re known for in Belgium,” says Ingrid Eeckhaut of Vanderhaegen Potatoes.

The company grew out of agriculture. Ingrid grew up in a family of potato growers and dairy farmers. “I went to agricultural school myself. After working on the family farm for a few years, I turned my focus to potato processing. We started with washing, brushing and packing. Then we began supplying fresh fries to friteries all over Belgium. Over the past ten to fifteen years, croquettes and mashed potatoes, among other things, have been added.”

According to Ingrid, the quality of the end product starts with the potato. That is why Vanderhaegen Potatoes tries to control the entire chain as closely as possible, from cultivation to storage, processing and distribution. “In addition to growing our own potatoes, we also supply seed potatoes to our growers. We look for varieties that process well for us while also having the right taste and texture. With fresh artisanal fries, we can’t correct the frying colour afterwards with coatings or other additives. We need a good potato.”

Part of the harvest ultimately goes to industry. For this, Vanderhaegen Potatoes works with several Belgian potato processors. “Potatoes that aren’t suitable for our own fresh products can be put to use elsewhere that way. For our fresh products, we don’t want to compromise on taste, texture and quality.” That quality control continues right into the factory. “Every incoming batch is inspected, and quality is continuously monitored during processing as well.”

It is above all with its mashed potatoes that Vanderhaegen Potatoes aims to stand apart from industrial alternatives, Ingrid explains. The company deliberately chooses a process that preserves the texture and flavour of the potato as much as possible. “In our new factory, we try to keep the artisanal way of working. We want to work exactly the way you’d make mashed potatoes yourself at home. To me, that’s very important.”

The Belgian friterie market remains Vanderhaegen Potatoes’ most important sales channel. The company supplies more than 800 customers, often several times a week. Even so, Ingrid sees the main growth opportunities in other channels. “At the moment, about 70% of our business is in Belgium. We’re also carefully expanding into France and Germany. With a shelf life of 21 days, we have far more possibilities.”

The range now includes several types of mashed potatoes, including varieties with leek, spinach, carrot and onion, as well as mashes with a mix of vegetables. There are also fresh fries, wedges, potato slices, croquettes and filled potatoes.

Larger packs are available for foodservice, while the company is also working on solutions for retail. A new packaging for the mashed potatoes is designed to use less packaging material, take up less shelf space and offer a longer shelf life. “It’s more sustainable and could be interesting for retail. It’s now up to us to market the new packaging and introduce consumers to the product.”

Innovation has become an important part of the strategy. Vanderhaegen Potatoes is developing potato flowers, new filled potatoes and products suitable for the air fryer, among other things. Sweet potato croquettes are also part of the range. Demand for convenient preparation methods is growing, but for now, Ingrid says, taste still comes first. “We’re also trying to find a solution for croquettes that can go in the air fryer. But for now, the deep-fried croquette still wins. For us, that comes above everything.”

Inspiration doesn’t only come from conversations with customers. A great deal of experimenting also happens in the company’s own kitchen. “At the weekend, we try out new things ourselves and then discuss them with our team. We have young, dynamic people who love developing new products.” According to Ingrid, that is essential in a market with strong demand for successful innovations.

Although Belgium remains the most important market for now, Vanderhaegen Potatoes sees opportunities to sell its fresh potato products further beyond the country’s borders. The longer shelf life in particular makes this more realistic, Ingrid says. “We definitely want to grow with these products. In many shops you won’t find fresh mashed potatoes like ours, made without water and without unnecessary additives. This is a fresh product, and you can taste it.”

Sustainability is an essential precondition. The company tries to keep the chain in Belgium as much as possible and pays attention to water use, transport and its relationship with growers and the surrounding area, among other things. “We want to work in harmony with our surroundings, our employees, customers and growers. We started with seed potatoes on the farm, and we have to keep protecting that whole chain.”

For Ingrid, it always comes back to the same foundation: a good potato and as little processing as possible. “For us, no unnecessary additives, freshness and taste are very important. I think that’s also the future. Consumers want to know what they’re eating and are increasingly looking for products with fewer additives. Then above all you have to make sure your raw material is good and that you preserve its flavour.”

For more information:
Ingrid Eeckhaut
Vanderhaegen Potatoes
Dorpsstraat 3, 9667 Horebeke, Belgium
Tel.: +32 55 45 52 66
info@vanderhaegenpotatoes.be
www.vanderhaegenpotatoes.be

Publication date: Fri 16 Oct 2026
Article by © AGF.nl / Jannick Flach