Waltson: A potato wholesaler who ventured into Potato Chips

As the company's third generation, Joost Debeuckelaere took over Belgian potato wholesaler Agro Debeuckelaere's reins from his father, Walter, in 2001. After decades of experience supplying potatoes to the chip and potato chip industry, Joost ventured into chip production under the name Waltson in 2020. 

Joost Debeuckelaere:

"The name Waltson - son of Walter - is a tribute to my father, who spent his entire life in the potato."

In-house potato chip production is now a reality. 

A new step: Artisanal chips 

It took plenty of money to switch to making chips. Joost points out that you can only build a customer base by, first and foremost, producing and proving quality. 

Waltson chips, packed in 40 and 125-g bags, are available in farm stores, butchers, delis, and higher-end retailers in Belgium, the Netherlands, Luxembourg, and Germany. These chips' flavor won people over, confirmed by positive independent taste test results. 

Craftsmanship and quality The production process - batch frying - reflects Waltson chips' artisanal nature. Small quantities of sliced potatoes are hand-fried in a large basket. They keep the chips skin on, ensuring an authentic look while retaining vitamins under the skin.

Waltson Family

Specific varieties 

Waltson works closely with local growers to select the best potato varieties for chip production. They primarily use Lady Alicia, Lady Claire, and Lady Rosetta, whose thin skin and round shape make them ideal for these chips. 

Currently, Lady Alicia is the main variety, good for production from October to July. The company is experimenting with other varieties, but the focus remains on these reliable varieties for now. 

Innovation and automation 

When they started making chips, automation was vital. That makes for an efficiently organized labor input without compromising product quality. Debeuckelaere sees opportunities to implement further automation, provided costs remain balanced with the high quality for which Waltson strives. 

Core value: Sustainability 

Sustainability plays a central role at Waltson. Solar panels provide energy for production, and water consumption is kept to a minimum. They process used cooking oil into biodiesel, while leftover potatoes and chips serve as animal feed. Plus, the company is working on fully recyclable packaging, an innovation Joost is looking forward to. 

Prospects 

Waltson combines artisanal quality with sustainability and modern production processes. By serving a niche, flavor-conscious target market, the brand is well-positioned for growth in Belgium and beyond. 

Joost's vision and commitment to both tradition and innovation add a new dimension to Agro Debeuckelaere, continuing the family tradition in the form of artisanal potato chips.