Arvesta and its strong brand Aveve unite sustainable agriculture and baking joy in Antwerp

Antwerp, 4 September 2025 – Arvesta, Belgium’s leading full-service partner for agriculture and horticulture, has signed the international Sustainable Wheat Initiative Europe as a key Belgian contributor. At the same time, Arvesta’s strong consumer brand, Aveve (Retail), is opening a pop-up baking store in the heart of Antwerp, where sustainability, local craftsmanship and baking joy come together.

Local wheat as the common thread

By signing the Sustainable Wheat Initiative Europe, Arvesta commits to promoting sustainable wheat cultivation in collaboration with farmers, mills and food companies. This step aligns perfectly with the ambitions of Aveve, Arvesta’s strong retail brand, which already sources 25% of the wheat for its baking mixes from crops grown under Arvesta’s Carbon Farming programme. Since 2021, regenerative farming techniques have helped store CO₂ in the soil and reduce emissions during wheat cultivation. Aveve aims to source 100% of its flour from carbon farming in the coming years.

“At Arvesta, we believe sustainable innovation is key to future-proof agriculture. With strong brands like Aveve, we make that ambition tangible for both consumers and farmers. Signing the European Sustainable Wheat Initiative is a logical next step in our commitment. As a major Belgian player, we pledge to further strengthen sustainable wheat cultivation in close collaboration with our partners. This pop-up store brings that story to life: a place where local craftsmanship, regenerative agriculture and baking joy meet.”— Niek Depoorter, CEO Arvesta

Experience and inspiration in the Aveve pop-up baking store

No fewer than one in three (31%) Flemish people bake their own bread. That’s reason enough to help customers (re)discover the joy of baking in our pop-up store — and to show how local and sustainable ingredients make a real difference. Visitors can enjoy freshly baked bread and pastries daily, take part in inspiring workshops, and explore themes such as gluten-free baking, sugar-free alternatives, sourdough techniques and festive recipes for Halloween, Saint Nicholas and Christmas.

We also offer accessible sessions like “Start to Bake” and fun baking activities for children. The pop-up store delivers a complete experience that combines craftsmanship, ease of use and sustainability.

“Since 1903, Aveve has been the baking expert with the widest range of flour mixes, in-house production and R&D, and a unique all-in-one concept — from mixes to workshops and tearoom — for anyone who wants to bake sustainably, affordably and with passion.”— Kristof Douven, Arvesta BU Director Retail

Relax and enjoy in the tearoom

Visitors can unwind in the tearoom with a delicious slice of freshly baked bread, pastry or pancake made with Aveve’s own mixes. It’s the perfect spot to taste the quality, convenience and flavour of local, sustainable craftsmanship. Whether you’re looking for inspiration, a cosy break or just something tasty — everyone is welcome to experience Aveve’s baking joy.

Mission and sustainability

With this pop-up store, Aveve reinforces its mission: to offer high-quality products that are easy to use and contribute to a better world. Choosing Aveve baking mixes means choosing local and sustainable ingredients — and helping care for the environment as a consumer.

📍 Practical info – Aveve pop-up baking store

Address: Schrijnwerkersstraat 10, 2000 Antwerp

Opening hours:

Tuesday to Friday: 11:00 – 18:00

Saturday: 10:00 – 18:00

Sunday & Monday: closed

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