Family Jans

On Weyerkensweg in Herk-de-Stad, Peter Jans grows strawberries. His farm is entirely dedicated to this one crop. From caring for the plants to picking the fruit, Peter likes to take his time. His goal is simple: to offer strawberries that truly taste like strawberries.

Peter’s love of farming began at home. He grew up on his parents’ family farm in Tongeren, where they grew strawberries and leeks. He was already helping out as a child. In 2019, he began a new chapter by taking over Jos Janssens’ farm. Since then, he has been developing his own growing business step by step.

Peter also takes a careful approach when picking. He picks his strawberries with the stalk and calyx still attached. This takes a little more time and precision, but he believes it helps prevent damage and keeps the fruit fresh for longer. “You do not pick a good strawberry quickly. You pick it with care.” That attention to detail can be felt throughout the farm.

Peter also makes a conscious effort to use water, energy and raw materials responsibly. For him, caring for the environment goes hand in hand with caring for the plants. These are choices he makes every day, often through small and very practical actions.

What fascinates him most is the journey a strawberry takes. First, a flower appears, then the fruit slowly begins to grow. Peter closely follows every stage until the strawberry is ripe enough to be picked. The reactions from customers also make the work worthwhile. “When people come back because they enjoyed our strawberries so much, you know why you do it.”

However, not every season goes according to plan. Nature plays a part in determining what happens on the farm. Fluctuating temperatures, diseases, pests and the weather can all affect the plants. That is why Peter checks what they need every day and adjusts his work whenever necessary.

For Peter, quality begins long before the strawberries end up in a punnet. The plants need to be well cared for, and the time of picking also makes a difference. By harvesting them carefully and leaving the calyx attached to the fruit, he believes the strawberries stay firmer and keep for longer.

Peter is proud of the way he combines trusted growing expertise with the choices that need to be made today. The most rewarding confirmation does not come from figures or grand words, but from customers who recognise his strawberries and make a special trip to buy them again.

According to Peter, when you buy locally, you take home more than just a punnet of strawberries. You also support a family business and all the work that goes into growing them. What is more, you have a better idea of where your food comes from and who has cared for it.

His favourite moment begins early in the morning. The farm is still quiet, and the first ripe strawberries are hanging among the plants, ready to be picked. “It remains a special moment every time.”

Peter also has a simple tip for anyone who wants to enjoy their full flavour at home. Let the strawberries come to room temperature before eating them. He believes this is when their flavour is at its best.