Stronger together: a conversation between BelOrta and Cartel Agency on trust and creative consistency

Glenn (BelOrta): “Cartel Agency stood out straight away during the pitch. Not because they shouted the loudest, but because they cared the most. They genuinely wanted to understand what we do. We visited stores together, looked at how our products were displayed, and talked to consumers. This wasn’t a formality. It set the tone for how we still work today: as partners who take responsibility together.”

Micha (Cartel Agency): “That’s right. We wanted to understand BelOrta’s reality, not just the briefing. And honestly: we knew from the start it wouldn’t be simple. BelOrta is a cooperative of more than a thousand growers, with seasonal products and limited branding in retail. A challenging environment, but also exactly what made it interesting.”

Wenche (Cartel Agency): “We still stay close to BelOrta today. We attend Open Bedrijvendag, meet young growers during FuturO gatherings, and even joined the team in Berlin to visit their fair stand. New colleagues at BelOrta also always get a full tour of the auction from Glenn. It helps them grasp what truly matters. That shared curiosity and presence really make the difference.”

Wenche: “In the beginning, BelOrta simply wasn’t present enough in people’s minds. Everyone knew the products, but not the name behind them. We had to build a brand that was both broad and consistent. Something that captured the richness of all those growers in one recognisable story.”

Glenn: “That story also had to be supported internally. In a cooperative, you don’t decide alone: every grower has a voice. That involvement is our strength, but it also makes communication more complex. Cartel Agency understood that well. They helped us choose a direction and stick to it.”

Micha: “Together we decided to bundle everything under one brand platform: ‘Heerlijk van hier / Un délice d’ici’, with the ‘O’ from the logo as the visual anchor. It gave us a framework. No more isolated actions, but one coherent story about local pride.”

Glenn: “This meant a shift in mindset for our growers. Everyone is proud of their own product. But we learned that our strength multiplies when we unite under one brand. Cartel Agency safeguarded that consistency for years. And equally important: we refused to be intimidated by international brands with massive budgets. We leaned into our cultural relevance: our products, our soil, our people. That’s something they can’t copy.”

Wenche: “We both believe in compound creativity: building on the same brand pillars year after year. No dramatic reinventions, but layers that reinforce one another. This way, recognition grows naturally. People saw the slogan and the ‘O’ everywhere, on TV, online and in-store, until BelOrta became a household name.”

Glenn: “This requires discipline. When things go well, you’re tempted to reinvent yourself. But we believe in the long game. If you feel the urge to change, your campaign is probably just starting to work.”

Micha: “Of course, some ideas didn’t make it, because they were too bold or hard to sell internally. That’s part of the process. We learned not to get frustrated, but to understand why. That’s the essence of collaboration.”

Glenn: “Exactly. Sometimes we had to find the balance between creative courage and internal support. But we could always talk openly. That’s the strength of a true partnership. We challenged each other – and needed to – to keep the bar high.”

Wenche: “We deliberately choose to co-create. The best ideas don’t come from working in isolation, but from cooperation. That’s why we involve BelOrta at every stage, from strategy to execution. During kitchen reviews and challenge sessions we refine ideas together until they’re right. This leads to transparency, shared ownership and, ultimately, better work.”

Glenn: “That’s exactly how it feels. We’re not just a client, we’re co-creators. And because of that, we recognise ourselves in every piece of communication that goes out.”

Wenche: “We believe real partnership begins when client and agency share their insights. By consistently reviewing the brand tracker, campaign results and business data together each year, we were able not only to optimise strategy and creative work, but also to prove the impact on the brand.”

Glenn: “True. For us, impact isn’t always measurable in sales. Our products reach the market through multiple channels, often under private labels. What we can measure is brand value: recognition, trust and preference. That brand value underpins all commercial results. Sharing data helps us track that effect much more precisely.”

Micha: “Exactly. Caring is sharing. It helps us move faster, learn better and deliver more return in the long run. That’s partnership in 2025.”

Wenche: “What looked like obstacles on paper became strengths in practice: the cooperative structure gave us authentic stories, seasonality gave us rhythm, and the smaller budget forced us to focus. Everything had to count.”

Glenn: “And that’s why the results are so powerful. Today we’re the number one top-of-mind brand in our category, with 56% recognising the ‘O’ as a brand icon. But the best part is that the brand really lives with growers and consumers.”

Micha: “The Effie nomination feels like a reward for the way we’ve collaborated, for five years of joint effort. We’ve built something that keeps working. That’s rare.”

Glenn: “Absolutely. What began as a difficult exercise in brand consistency became a partnership built on trust. And that trust is the real engine behind our success. Our quest for recognition has led to a brand growers and consumers are proud of. This is a brand story with many more chapters still to be written. What makes the collaboration with Cartel Agency so strong and long-lasting is the rare combination of top-level professionalism in every department, openness to co-creation, and a genuine willingness to truly understand the client, beyond just campaigns. A rare quality among marketing agencies.”

From visiting shops together and shared curiosity to a brand everyone knows: BelOrta and Cartel Agency show that sustainable communication isn’t about chasing the next hype. It’s about building. Consistently and collectively, layer by layer.