Apple and pear grower

Toine Janssen

The trading name of Toine Janssen’s company is Haneman Biofruit. The company is definitely worth an internet search. It has operated for more than 100 years and there is even a fascinating documentary which can be found on YouTube. Toine’s grandfather bought the farm ‘De Grote Haneman’ in 1922, and began a small scale mixed farm. His father Piet took over in the 1960s and gradually transitioned to 100% fruit farming. Toine took over in 2000, switching to 100% organic farming in 2011. Haneman Biofruit is one of the largest organic fruit companies in the country. Alongside fruit, they also produce organic ‘Echt sap!’ fruit juice.

Product

Organic

Company

A.T.M. Janssen Fruitteelt en snoeibedrijf V.O.F.

Location

Winssen

What were the reasons for the switch to organic farming? Toine: “I was completely fed up with the conventional market. A good quality product was never a guarantee of a good market price, we always had to wait and see. The organic market differs in that respect, as a good product is highly valued and receives a good price. In organic farming, cultivation is one of the most difficult aspects to perfect. “Keeping firmly on top of crop protection is essential to success. If it works, and the crop remains disease free, it’s an amazing feeling. Not necessarily knowing if all that effort will have a positive outcome is always exciting!” Finding a good balance between quality and quantity is a priority. “This has to be well managed”, he explains. A key strategy in achieving this is by keeping their plants young and healthy and replacing them regularly. The same applies to their machinery. “We invest heavily each year. Modern machinery also makes it more attractive and fun for our employees to work here.”