Evy de Troch joined VLAM (the Flanders Agricultural Marketing Board) in November 2007 as the organisation’s new product manager for fruit and vegetables, replacing Dominiek Keersebilck who took up a position at auction company REO in Roeselare as its new commercial manager. Ms De Troch has a masters degree in commercial sciences and marketing management and has experience of working as an account manager.
Fruitnet.com: How did you first get into the fresh produce business?
EdT: I applied for a position at VLAM after working as an account manager in the financial sector. Following a long procedure of tests and interviews I was finally offered the job of product manager for fruit and vegetables. I started work at VLAM on 19 November last year.
Where did you work before joining VLAM?
EdT: I worked as an account manager for a firm called Arval, which is a subsidiary of BNP Paribas and specialises in operational leasing and the management of corporate vehicles.
What do you see as the biggest challenge facing the fresh produce industry?
EdT: In Belgium, I think one of main issues is that the general public doesn’t eat enough fruits and vegetables. But through VLAM’s new nationwide consumption campaign called ‘All day long’ I hope we can work to change this situation for the better by encouraging people to increase their intake of fresh produce items.
Describe your typical day-to-day schedule?
EdT: At this moment in time I am working mainly on the ‘All day long’ campaign. The TV commercial advert has just been completed, and I’m now working on the copy for the website, leaflets, posters and other promotional material. Right now, I’m also organising apple tastings which will take place at some Belgian supermarkets.
What’s the first thing you do when you sit down at your desk?
EdT: Every morning, my first task is always to check my emails to see whether I have any urgent messages which need addressing.
Do you prefer doing business over the phone or via email, or both?
EdT: Definitely by phone – it’s always easier to talk to someone on the phone in order to explain things clearly and properly. I prefer personal contact in general.
How many people are there working on your team?
EdT: I have one assistant plus the help of another person who deals with the administrative tasks.
How much travelling does your job involve?
EdT: Exhibitions are mainly the events I travel to, but sometimes there are also meetings in Paris which I have to attend. I travel roughly 10 per cent of the time.
Where have you been lately and where are you planning to go next?
EdT: A few months ago I went in Paris for a meeting about the new European campaign for mushrooms. I also recently attended the trade fair World Food Moscow in Russia.
What do you love in particular about your job and what, if anything, would you change?
EdT: I love the variety. One day, I’ll go to the auctions to arrange the new collection system for apples and pears and on another day I’ll work on the new campaign ‘All day long’. I also write copy for the website and leaflets and research and organise the launch of various campaigns. My job is a long chain of interesting tasks.
What do you do to unwind after a tough day at work?
EdT: Once a week I go running. It’s a very good way in which to relax.
