Limburg treasure trove for agritourism

The Platform Agrotourism will be the meeting place for entrepreneurs from the recreational and agricultural sector, predict the initiators. Sharing knowledge, making plans together, putting regional products on the map and developing new earning models.

The ambitions of the Action Program Leisure Economy North Limburg are clear: with an investment of several hundred million euros, the annual spending in the leisure economy to above 1 billion euros in 2025. That is a growth of 25 percent.

In addition to bungalow parks, hotels, restaurants and theme parks, the vision includes a role for farmers and horticulturalists who earn a living through (day) recreation.

New earnings models

The Platform Agrotourism, launched in mid-June, is intended to bring entrepreneurs from the recreation and agriculture sectors together for innovation, knowledge sharing and the development of new business models. In addition to HAS University, MKB-Limburg and LLTB, dozens of entrepreneurs are coming together through the platform.

"With our tasting, we want to inspire people to also use our artisanal products and incorporate them into dishes." Joos Truijen, butcher in Oostrum

According to Bart Verlegh of innovation agency Bluehub, an initial inventory shows that there is already a lot happening in the countryside; from farmer's golf to covered wagon rides and from looking inside the barn to Kom in de Kas.

'It is often small-scale and fragmented and concerns about two hundred farms in North Limburg with a turnover of about 16 million Euros. Especially in the combination of residential and day recreation there are opportunities and we think we can triple turnover in the coming years.

Travel and food route

As a kick-off, a number of initiatives were already launched last year, such as a travel and food route, the use of electric scooters for tours, a drive-in for blueberries and a picking day.

In all these initiatives, connections are sought with the local residents and the local authorities.

In all initiatives, connections are sought within the participating parties. At Het Aardbeienland in Horst, a strawberry wall has been installed with scientifically substantiated information about the strawberry. At IJssalon Clevers, with eight ice cream parlors in the region, strawberries and blueberries feature prominently on the menu,' says Verlegh.

'The hotel Maashof is a great place to work.

'The hotel Maashof in Venlo that rents out electric scooters is looking for other rental points in the region and parties that offer regional products.'

Separate worlds

The recreational and agricultural sectors are two separate worlds, Verlegh concludes. That means that you don't know each other's qualities. For example, recreational entrepreneurs are sometimes wary of whether farmers and horticulturalists pay enough attention to the guest experience, and then they overlook the opportunities it offers for them to eat asparagus from the region or make their own jam on the farm. Through the Platform Agrotourism, we can fulfill that bridging function.'

One of the participating entrepreneurs is Ceciel Aerts, who has been directly targeting the consumer market with blueberries for twenty years. According to her, farmers and growers should be more proud of their product and promote it without having the illusion that 'golden mountains can be earned'. We have to work together, or as I say: if you are not prepared to share, you can't multiply.

Great distance

Via teahouse Blue Berrie Hill in Broekhuizen, Aerts markets packages and products. If people are already in April at the door with their bucket to pick blueberries themselves, while the supermarkets are full of berries from Africa, it shows again how great the distance of consumers with our products is.'

Aerts as well as pig farmer Frank Schepers and his butcher Joos Truijen also opened their doors to chefs. In collaboration with Venlo Partners, the first of a series of inspiration tours was held in early July. 'With our tasting, we want to inspire people to also use our artisanal products and incorporate them into dishes,' says Truijen. 'It's often about Spanish sausage and Italian ham in the hospitality industry, but what we make ourselves in Ysselsteyn is just pure enjoyment.'

Edelbrons butcher Joos Truijen lets Limburg chefs taste what Het Peelvarken tastes like. © Laurens Eggen

Schepers, with Het Peelvarken, makes exactly the kind of meat Truijen likes to process. They started a collaboration under the name Edelbrons. With the help of contemporary techniques such as vacuuming, but without additives and all kinds of processing, we process pure meat, as it was eaten fifty years ago. We hope, of course, that our pigs will be back on the menu more often in the region as well.'

New sales

The merits of all the initiatives are still difficult to assess, Verlegh sees. With a picking day the entrepreneur has found a new market, while a travel and food tour in corona time is mainly about customer satisfaction. Our intention, however, is that the knowledge and innovation will actually earn more.'

The platform will be renamed a cooperative in the fall. Bluehub and the LLTB think that in about five years time two hundred farmers and market gardeners will be members. Verlegh: "Ultimately the members will determine their own course, but we are thinking of a fully fledged earnings model and that agricultural entrepreneurs will also be at the table as a full discussion partner when it comes to agritourism in North Limburg."

Several regional products are in the spotlight

One of the objectives of the Platform Agrotourism is to promote regional products and connect them to local initiatives. The platform, officially launched in mid-June, immediately started a promotional campaign in collaboration with the Berry Brilliant Foundation. Throughout the year, various regional products are in the spotlight. After strawberries, blueberries will receive attention as 'super fruit'. As part of the campaign, a caricature or mascot will be developed for each regional product and the campaign will be full of on- and offline expressions. Through the Agrotourism Platform, new collaborations will be set up. For example, the platform contains various arrangements, including catering establishments that give regional products a prominent place on their menus. Agrotourism does not suit every agricultural company and not every agricultural entrepreneur, sees LLTB portfolio holder Susanne Görtz. "As the LLTB, we do believe it is important that every entrepreneur who wants to develop such an industry is given the space to do so. The LLTB supports members in setting up and professionalizing multifunctional industries. This includes providing them with the right information and knowledge, but also by showing society what Limburg farmers and horticulturalists are doing. Görtz: "Through the Platform Agrotourism our members are challenged to look beyond the agricultural sector. The strength of this platform lies precisely in the connection with other sectors. More information is available from project leader Leandra Schmitz via lschmitz@lltb.nl.

Source: new harvest