Our commitment to local apples has just been highlighted by Fevia, the Belgian food industry federation. It is the ideal opportunity to tell you about an approach that takes place, quite literally, right from the orchard.
Recognition signed Fevia
In its article «Roadmap in action», Fevia looks back at a major milestone in our development: our commitment to creating shared value through local and sustainable sourcing. This is wonderful recognition for in-depth work, carried out patiently and away from the spotlight, yet which touches upon the very heart of our business: the quality of the fruit.
Because behind every jar of Vrai Sirop de Liège, there is first a fruit. And we want to grow this fruit as close as possible to our syrup factory in Aubel, in the orchards of the Pays de Herve, where this tradition was born over a century ago.
Why plant our own apple trees?
The Belgian apple market has changed a lot in recent years. Today's dominant table varieties, which are sweet and low in acidity, contain relatively little pectin. Yet it is precisely the acidity and pectin that make a good syrup, giving it its consistency and depth of flavour. To preserve our quality, we therefore needed to secure a supply of fruit truly suited to our recipe.
This is the very essence of our orchard project, driven with conviction by the fourth generation of the Meurens family. In collaboration with a renowned specialist from the Gembloux faculty, around a hundred varieties were patiently re-analysed. Following this work, only a few were selected: tart apples, rich in pectin, ideally harvested at the same time as dessert varieties and naturally resistant to disease.
Three concrete pillars
Our approach is by no means a mere slogan. It is built on precise commitments, which are already being deployed concretely in the field and designed to last well beyond a single harvest. Three pillars, in particular, structure this long-term project:
- The development of local orchards, with a target of up to 40,000 apple trees planted in the region.
- Long-term partnerships with fruit growers, based on stable contracts and a price guaranteed over time.
- A strengthened supply chain, managed from the orchard right through to the finished product.
These three pillars only work because they move forward together: without suitable orchards, there can be no perfect fruit; without committed partners, there can be no sustainable orchards; and without a controlled supply chain, there can be no consistent quality in the jar. It is this balance, painstakingly built up over time, that gives the project its true meaning.
A guaranteed price, a relationship built on trust
In the face of high volatility in agricultural prices, we offer fruit growers a reassuring and sustainable framework: a very long-term commitment, with a guaranteed price that is even increased each year. For producers accustomed to sometimes drastic market fluctuations, this provides invaluable security, allowing them to plant, invest and pass on their businesses with peace of mind.
We have been practising this partnership-based approach for many years now with regard to our other raw materials. Extending it to apples was a natural step, in keeping with a family philosophy that always prioritises the long term over the single season. Working hand in hand with local farmers is also our way of helping to preserve the character of the region.
We often imagine that a syrup is made entirely in the cauldron. In reality, everything begins much earlier, in the orchard. The ripeness of the fruit, its balance between sugar and acidity, its pectin content: these are all parameters that determine the final character of the syrup. Mastering the upstream process therefore means mastering the taste.
By working closely with fruit growers and planting our own varieties, we are regaining control over what really matters. This focus on the raw materials is a natural extension of the care we have always taken in slowly cooking and bottling our syrup.
From the orchard to the jar: quality assured
By moving the orchard closer to the syrup factory, we benefit in every way: a more suitable raw material, improved traceability and a reduced environmental footprint. It is also a practical way of supporting our region’s agricultural economy and preserving its orchard landscapes.
This local roots are by no means trivial: they ensure that the authentic flavour of Vrai Sirop de Liège will continue to be produced here, in the Pays d’Aubel, generation after generation. Here, tradition is cultivated in both the literal and figurative senses. By reconnecting the orchard with the pot, we are quite simply returning to the very origins of our craft.
Varieties selected for their flavour
Selecting the right apples is no easy task. The varieties chosen were selected for their flavour profile, acidity and pectin content, but also for their ability to thrive peacefully in our region. It is this marriage between gustatory requirement and agronomic reality that will ensure the consistent quality of our syrup in the future.
Several thousand young apple trees are already growing in the nursery, ready to be planted in partner orchards. It will take patience, as an orchard takes years to establish itself before bearing its first fruit. But it is precisely this long-term vision that has characterised the company since 1902.
By supporting local fruit growers, we are helping to create a virtuous circle: stable incomes for producers, preserved orchard landscapes and a high-quality raw material for our syrup. This ensures that value remains within the region, from the orchard right through to the jar you open at home.
It is this concept of shared value, championed by Fevia, that guides the entire approach. Far more than a simple sourcing decision, it represents a genuine way of doing business, rooted in the local area and looking to the future, remaining true to the roots of a company deeply attached to its Pays de Herve. It is also a promise made to future generations: to continue offering a syrup whose fruit, quality and history remain firmly rooted here, in our home region of Wallonia.
In conclusion
Curious to know how our fruit is turned into that smooth syrup you’re so familiar with? Take a look behind the scenes of our production process, from picking to bottling, and discover everything that goes on before you spread it on your first slice of toast.
