The conversion of Ekoplaza to Färm in Flanders has been completed

With the reopening of the store in Drongen, the renovation project to convert the seven Flemish Ekoplaza locations to the Färm brand is now fully complete. The organic chain, which now has 41 stores in Belgium, promises lower prices.

“Delivering on ambitions”

Färm and Ekoplaza merged in 2022 and, until recently, operated under two names in Belgium: Ekoplaza in Flanders and Färm in Brussels and Wallonia. Late last year, the group decided to adopt a single national identity: the seven Flemish Ekoplaza stores in Berchem, Leuven, Waregem, Ghent, Bruges, Drongen, and Sint-Amandsberg have all been converted to the Färm concept. Earlier, the Sequoia store brand had also been phased out, meaning the chain now has 41 uniform stores in Belgium. This puts the retailer on par with Bio-Planet, the Colruyt Group’s organic chain, in terms of store count.

“With a single, clear brand, we can finally realize our ambition for Belgium. We want to give organic products a full-fledged place in the retail landscape. There are still enormous opportunities, because organic products are still too often misunderstood. By communicating under a single Belgian brand, we convey our message more clearly,” says Alexis Descampe, CEO of Färm.

40% Belgian product range

The stores have been renovated: they are more spacious and brighter, with a completely redesigned product range. Everything there is 100% organic. 40% of the product range is Belgian, 40% is sold in bulk, 99% of the products come from family-owned or independent businesses, 100% of the chocolate, tea, coffee, and bananas are Fair Trade, and the retailer does not sell any products that were transported by air. For customers, the transition also means lower prices: half of the products are now cheaper than before.

Färm was founded in 2013 and aims to promote responsible consumption: local, seasonal, and unpackaged food. The 41 stores are open Monday through Saturday from 9 a.m. to 7 p.m.; on Sundays and holidays from 9 a.m. to 1 p.m.