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A future-oriented digital platform for BelOrta

  • Digitale Strategie & Marketing
  • Branding & Design
  • Technologie & Platformen
  • E-commerce
Client
BelOrta
Year
2025
Category
Digitale Strategie & Marketing, Branding & Design, Technologie & Platformen, E-commerce
Competence center(s)
US

The update of the website of BelOrta – the largest cooperative of Belgian fruit and vegetable growers – presented a clear challenge: how do you develop a digital experience that inspires and activates consumers, without losing sight of the brand's business backbone? The answer came in the form of a completely renewed platform, developed by competence center Us and technically realized by Calibrate. A platform that serves two target groups with equal confidence and still forms one coherent brand story.

From functional to inspiring and professional

The previous website was functional, but lacked identity. For consumers, it offered little inspiration: recipes that were hard to find, limited seasonal content and little emotional connection. B2B users found their way around, but got a rather generic, undistinctive experience.

The migration to a new site architecture also brought with it the challenge of maintaining and strengthening the accumulated SEO value, essential for BelOrta's visibility. BelOrta therefore needed more than a facelift: the brand needed a future-proof platform that inspires, activates, supports business efficiency and is technically robust.

One brand, two audiences – seamlessly connected

The new platform now tells two stories at once:

  • For consumers: inspiration through recipes, cooking tips, storytelling and a warm, inviting interface that makes you want to discover.
  • For professionals : direct access to product information, seasonal data and additional services, clearly structured and efficiently accessible.

This dual focus creates a tailored user experience, while still allowing both audiences to move within the same brand ecosystem. Thanks to tight navigation and a logical content structure, every user can find what they need faster, without B2B and B2C interfering with each other.

Brand identity digitally translated – creatively and technically balanced

Us translated the renewed brand identity into a digital experience full of color, movement and recognizable shapes. Playful animations, curved lines and dynamic image components allow the website to literally move with the season.

Calibrate converted this design into a high-performance, reliable and flexible platform. Despite the visual bravado, user comfort remains central: the whole feels light, fast and intuitive.

BelOrta will also have the opportunity to build its own pages with pre-designed components. This keeps content management simple, even within a complex architecture.

A dynamic content ecosystem: from seasonal calendar to recipe module

Seasonal calendar

  • Regularly updated product data
  • Automatic updates that are displayed correctly without loss of performance
  • A visual and interactive way to provide insight into the current offer

Recipe module

  • Recipes filterable by seasonal products
  • Products, growers and recipes cleverly linked together
  • Possibility for visitors to save recipes via login
  • Additional context that brings consumers closer to the origin of their fruit and vegetables

The heart of the new website consists of two smart modules that connect all the content. Because all parts are intertwined, the site automatically leads users further. Dead-end pages are pretty much a thing of the past.

The result: a platform that inspires, performs, and grows with you

The new BelOrta website finally reflects what the cooperative stands for:
 inspiration for consumers, efficiency and reliability for professionals.

  • A modern, playful and at the same time accessible interface welcomes consumers with recipes, seasonal content and visual storytelling.
  • Professionals navigate much faster thanks to a clear structure and targeted information.
  • The technical foundation is future-proof, flexible and easy to manage.

The project proves that B2C and B2B can coexist perfectly on one platform – provided that there is a user-centric approach, creatively thought-out design, technical care and close collaboration between all teams.