Next month's Fruit Logistica will see Flanders' Agricultural Marketing Board (VLAM) promote its new concept for the Flandria label, focusing on three principal themes: 'sourced from family businesses', 'Responsibly Fresh' and 'top quality'.
According to fruit and vegetable product manager Sofie Lambrecht, the Berlin fair will be used to highlight Flandria's new slogan, 'the fresh family', with all communication materials bearing this message.
'As all Flandria products come from family businesses, we have selected some growers of our top products, tomatoes, lettuce, bell peppers, cucumbers, endives and leeks,' she told Fruitnet.com. 'By using pictures of them, together with their products, we are showing that the people behind the products play an important role. The personal relationship between Belgian growers and their products is further stressed by a short testimonial from the growers themselves.”
The images for the new campaign show growers at work, on their own or with their parents, partners or children.
“For us, it’s important that campaigns are authentic,' Lambrecht said. 'Therefore, we have selected real growers and no models. Also the quotes are based on their own opinions and represent the Flandria philosophy. And as Responsibly Fresh is one of the pillars of Flandria, there is also going to be extra attention on sustainable development.”
It is a year since the launch of the Responsibly Fresh sustainability label by VBT, the association of Belgian horticultural cooperatives, and members' efforts are reportedly continuing in order to lower the environmental impact of their operations and increase biodiversity, proximity and food thrift.
