The Koi Company wants to grow from the heart of West Flanders into the European reference: “We consider every koi as one of our children”

The koi may be the national fish of Japan, but they are also immensely popular in West Flanders. In Hooglede, right in the heart of our province, two brothers are building a very special story. With The Koi Company they care and sell around 300 premium kois annually and are in the process of rolling out the next phase: breeding their beloved fish completely themselves. “We want to market the West Flemish koi”, it sounds. “With the same high standards as in Japan.”

The Koi Company is run by the brothers Joaquin (32) and Nicolas Jonnaert (30). They both have busy jobs as HR and real estate managers at Turbo’s Hoet and coo of the IT company Hypercharge, but they spend almost all their free moments on their great passion: kois.

Thanks to our grandfather Alfred Hoet (founder of Turbo’s Hoet in Hooglede, ed.). “As children we went every month with our abuelo – Spanish for Grandpa – swimming and afterwards we went to the pet store, where we were allowed to choose a fish for our grandfather’s pond. This is how our interest in the fishing world grew.”

A few kois also swam in Alfred Hoet’s pond. “Not exclusive specimens, but those big fish aroused our curiosity. As we got older, we immersed ourselves in the wonderful world of koi. At our parents’ house we were allowed to keep our first koi in a small pond of hope and already one square meter, but that quickly became too small.”

“You can find kois with us for 300 euros, our most expensive ones fluctuate around 25,000 euros”

Grandpa Alfred lent a helping hand to his grandsons. “We were allowed to place an Intex pool in his porch to expand our hobby.”

That swimming pool soon made way for a larger one with an even better filter and gradually Joaquin and Nicolas were asked whether they also sold kois. “Abueloan entrepreneur at heart, immediately saw music in the story and encouraged us to further develop our hobby.”

Indoor pond

The Koi Company saw the light of day in 2018, a year later a building was erected in Hooglede that was built completely to measure for koi care, including a meter-long indoor pond. “We have been here since 2019 and we can work at full capacity.”

The Koi Company focuses on the full story. “Twice a year we buy about 150 koi in Japan and let them grow up with us. Here they get the best care. We aim for the slightly more expensive premium segment, but at the same time serve a very broad market.”

“You can find kois with us for 300 euros, our most expensive fish can fluctuate around 25,000 euros. We always aim for the very best value for money. Our goal is to become the reference in Europe.”

In addition to growing up and selling, you can also contact Joaquin and Nicolas for food, medication, water improvement products… “Everything the real koi fanatic needs. We don’t sell anything that we don’t support ourselves. We also use what is sold here ourselves. And our bar is set very high.”

Investment

Joaquin and Nicolas have seen the popularity of their favorite fish increase again in recent years. “Although his kois have always been very popular”, can be heard. “Why are they so loved? Primarily because they are so beautiful, I think. You can keep looking at it.”

“It’s true that a koi is quite pricey, but you should consider it as an investment. If a koi is cared for properly, it will only increase in value. In addition, they also quickly become 35 years old. So you can enjoy your fish for a very long time. Each koi is also unique. If the growth potential, physique, color diversity and pattern are right, the value will go up.”

The Koi Company also works with a subscription formula whereby customers can have their koi taken care of by Joaquin and Nicolas. “We make our know-how available to make fishing even better and more beautiful.”

“It takes a lot of time and energy, but it pays off. We consider every koi as one of our babies. We are busy with our fish for at least three hours every day and our shop is open every Sunday. It has gradually become a second full-time job”, the brothers smile.

The Koi Company’s customers come from far and wide. “West Flanders remains our largest market, but in the meantime we serve the whole of Belgium and the neighboring countries also find their way to Hooglede easily. All walks of life come here. Koi fanatics can be found everywhere.”

Own eggs

Four years after the start, Joaquin and Nicolas want to move up a gear again. “We are currently taking our first steps in completely breeding kois ourselves: from eggs and fry to full-fledged kois that can grow up to one meter in length,” it sounds ambitious.

“In 2021 our first own fish were born and have since been sold. I can assure you: there is no better feeling.”

“Now we want to raise our level even further in that area and in this way put the top West Flemish koi on the market. To the same high standards that apply in Japan. Then the circle would be complete.”

Info: www.thekoicompany.com. Also open by appointment.