News » 31.07.2026 - Using vertical farming, peat reduction, and new retail concepts to accelerate innovation
Vegobel has been active in the potted fresh herb market for three decades, becoming an organic herb specialist. This Belgian family business is strongly committed to sustainability, innovation, and new sales channels such as online retail and meal kits.
"We're a true family business; we've been for 30 years," says Steven Lauwers, who founded the company with his brothers in 1995. That family-oriented approach still defines the company culture. "It's still in our DNA," adds his daughter Isabel.
25 years of organic farming
The business has been based on organic cultivation for years. "We've been pesticide-free from the very beginning," says Isabel. Vegobel has been certified organic since the early 2000s. Sustainability is a central theme throughout the company. It is, for instance, trying to phase out peat in potting soil, investing in CO₂ reduction, using solar panels, and collecting and reusing rainwater runoff from their greenhouses.
Packaging, too, forms part of that sustainability strategy. Vegobel has developed paper packaging and compostable pots for certain customers. They offer other products in recyclable pots made from recycled plastic. "On their own, these may seem like small steps, but together they make a true difference," Steven explains.
The hospitality sector drives innovation
According to Isabel, the herb market is remarkably dynamic. New products often reach consumers via the hospitality industry. Lemon verbena is a prime example: once a niche product for chefs, it is now a staple in the product range. Red shiso and fine-leaf basil are also gaining popularity thanks to the growing interest in international cuisines. "The hospitality industry is often the initial driver; the general public follows," she says.
Trends like plant-based foods, locally grown produce, and cooking inspiration from the media play vital roles, too. Steven says organic cultivation fits perfectly with that. "For us, organic isn't just a marketing story; it's the essence of what herbs should be: pure and aromatic."
The rise of online retail and meal kits is a significant development. To meet that demand, Vegobel developed so-called 'pick-your-own herbs'- live herbs with a small root ball in paper packaging. These are a hybrid between potted and cut herbs and are particularly well-suited to meal kits. They also developed sturdy cardboard tubes to safely ship herb plants bought online.
The company is investing in innovation on the production level, too, with vertical farming becoming increasingly important. "We started that five years ago," Steven states, "and have scaled up quite a bit over the past two years." The system increases productivity per square meter and offers advantages regarding space utilization, water consumption, and energy efficiency.
Looking ahead, Vegobel expects the herb market to continue to expand and for people to increasingly use herbs in their everyday cooking. The company wants to remain flexible in its response to new developments without losing sight of its core values. "In five years, people will still be eating herbs. It's just that the way they do that will change. We want to be ready with different concepts, so we can adapt to market demands," Steven concludes.
Source: www.flordaily.com
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