Vlam has unveiled a three-year project designed to raise awareness of Belgium’s premium quality fruit and vegetables
The Flanders’ Agricultural Marketing Board, Vlam, has officially launched a new, three-year promotional campaign with the aim to grow its share of the market for fresh fruits and vegetables in Norway and the UK.
The campaign, which will also highlight processed potatoes, is backed by a €1.32mn budget and comes in response to growing demand for high-quality, sustainable produce in the two target markets.
The project was unveiled at the Umami Arena food show in Oslo, where a delegation including several of Belgium’s leading fresh produce companies showcased the versatility and premium quality of their fruits and vegetables.
Those companies included BelOrta, De Aardappelhoeve, De Berk Délice, Nicolaï fruit, REO, Rotom tomatoes, Vanderhaegen, and Coöperatie Hoogstraten.
“In vegetables and fruit there is already a market in Norway, especially in strawberries, tomatoes and Conference pears, which we already find on the shelves,” said Gert Van Causenbroeck, export manager at Vlam. “However, we think we can eventually expand further here. Moreover, we see that we could do more for products such as leek, asparagus and chicory than is currently the case.”
At the event, Belgian chef Christophe Samijn conducted live cooking demonstrations that combined typical Belgian vegetables with Norwegian seafood.
Members of the Norwegian food business also took part in a reception at the Belgian ambassador’s residence, while the Belgian delegation were able to visit local stores and factories.
Over the next three years, the campaign will also see key players in the fresh produce business visit Belgium to gain firsthand experience of its sustainable farming practices and its supply chains.
A multi-channel communication plan for the campaign includes PR initiatives, digital communications, sponsorships, and presence at key events both in Norway and the UK.
