Perfection right through to the packaging: the story behind Bruyninckx chiconnettes
For Bruyninckx Chiconnettes, it’s all about quality. Starting as a traditional chicory grower they have transformed to become a producer specialising in mini chicory, also known as chiconnettes. Today, these compact little heads find their way to top-tier restaurants, retailers and wholesalers. A niche product deserves packaging that showcases its superior quality. “Our chiconnettes are a five-star product. Which means everything has to be perfect, from cultivation to packaging.”
An exceptional product with a story all of its own
In 2000, the family business in Messelbroek made the transition from a traditional chicory grower to cultivating chiconnettes. The result: compact, elegant heads measuring 8 to 9 centimetres in length, weighing 30, 40, 50 or 60 grams. Instantly recognisable from their bulbus shape, a tightly closed pointed head and golden-yellow accents on the tips of their leaves. With a small heart that holds the delicate leaves neatly together.
Developed for the connoisseur
“The creation of this product was driven by a clear need in the world of haute cuisine,” says owner Bart Bruyninckx. “Traditional chicory often proved too large and insufficiently refined enough for sophisticated dishes. We teamed up with chefs to develop an alternative tailored to the taste of connoisseurs – a smaller, more elegant product that’s ready to use right away. There’s no need for chopping or extra work, you just pop them in the pan or steamer. So they aren’t just more attractive, but more efficient in the kitchen too.”
Chiconnettes have been available in supermarkets since 2001. And they’re different in taste, as well as size. “Our chiconnettes were tested by a panel a few years ago and found to be crisper, a little sweeter and not as bitter as traditional chicory. And these qualities make chicory more appealing to a broader clientele.”
From field to packaging: quality in every detail
Producing millions of chiconnettes a year, Bruyninckx is big when it comes to this modestly sized delicacy. For restaurants and wholesalers, the chiconnettes are packaged in solid board 4-point packaging supplied by Smart Packaging Solutions. Each box contains between 40 and 80 heads, depending on the size of the chiconnettes. Inside, a plastic bag ensures optimum retention of freshness.
“Chiconnettes aren’t a cheap product”, explains Bart Bruyninckx. “So, you want that quality to shine through in every detail, and that includes the packaging. It doesn’t just need to protect the product but also convey a sense of luxury. That’s why we never compromise when it comes to quality printing.”
Packaging a fresh, delicate product
Because chicory naturally retains moisture, the packaging has to meet strict requirements. The boxes have to remain rigid even when stored in refrigerated conditions for a long time. “Our products are sometimes kept in cold storage for up to three weeks,” says Bruyninckx. “So, you need to be able to rely on the packaging to be sturdy and hold its shape. And in this regard, solid board is our number one choice.”
Convenience on the work floor
Bruyninckx personnel erect the packaging by hand, which calls for a design that’s not just sturdy but easy to use. “At peak times, everything has to run like clockwork,” states Bruyninckx. “You don’t want packaging that’s tricky to set up. The boxes must be easy to erect and hold their shape well. This packaging is very user-friendly.”
From cultivation to packaging: watch the video
A partner as agile as you are
It’s not just product quality and packaging that’s important – you need to have a good relationship with your supplier. Bruyninckx keeps packaging in stock and needs to be able to rely on prompt deliveries when required. “When we need packaging, we want it to be delivered as soon as possible,” says Bruyninckx. “And if a problem crops up, it has to be dealt with immediately. And that matters more to me than just getting the lowest price. We have to have a reliable partner. And we’ve found that partner in Smart Packaging Solutions.”