With a joint stand that is “larger, taller and more yellow”, VLAM says a special effort is being made to help Flemish companies stand out in Berlin this year
At Fruit Logistica on 5-7 February, 34 Flemish companies and organisations are set to exhibit on the joint stand of Flanders’ Agricultural Marketing Board (VLAM).
This year, VLAM says a special effort is being made to attract attention, with a stand that is “larger, taller, more yellow and more individual”.
The joint Flemish stand is significantly bigger than in the past at 730m2, as well as taller at about six metres.
“The heart of the Belgian fruit, vegetable, and potato industry lies in Flanders, whose flag features a lion emblem on a yellow background,” VLAM stated. “The symbolic yellow colour of Flanders is omnipresent in the new stand design. The new concept provides a framework, but exhibitors have the freedom to dress their stands individually.”
In addition, instead of the usual presentation of produce in crates, the VLAM team has chosen to display the product portfolio under glass for more elegance.
This year, three companies will make their debut in Berlin: Elite Fresh Trade, Van Lier and Deroose Plants. Wouters Fruit and Devos Group, set to merge this year, will present themselves for the first time as Devos-Wouters.
“In addition to representatives from Flanders’ Agricultural Marketing Board (VLAM), the organisations Fresh Trade Belgium, the LAVA auction umbrella, and the association of Belgian horticultural cooperatives (VBT) will be available to answer visitors’ questions,” VLAM stated. “To conclude the first intense day of the fair on 5 February, VLAM and the Flemish exhibitors invite their clients to an informal get-together with freshly tapped Belgian beer and delicious finger food in a relaxed afterwork atmosphere.”
