Flandria has 20 year anniversary

During the EVS-congress in Brussels in early May Anneleen Leon gave a presentation on VLAM and the activities being done to promote the consumption of fruits and vegetables. She said that the consumption of vegetables in Belgium is 42 kilos per year per person, and that this number should be closer to 109.5 kilos per year. "There are many things that can affect the consumption of fruits and vegetables, such as income, education, age and availability."

Anneleen said that many measures are needed to increase the consumption of fruits and vegetables. "We must ensure that people realize that they are being unhealthy. Promoting a healthy lifestyle is of great importance here. The focus should be on taste, enjoyment and experience. Not only can mass media and social media be used to promote this, but also other promotional campaigns can be used. Catering the approach to the environment is also effective. In this way, whole groups can be reached at once."

VLAM

VLAM promotes a healthy lifestyle in various ways. Such as the 2008 - 2014 famous All Day Long campaign, which pointed out that people can make time for a healthy snack at any point throughout the day. The intent was to increase the consumption moments each day, to achieve that, a lot of media and promotions were used. Conclusion: from 2008 to 2013 fruit and vegetable purchases from the All Day Long target group increased 10%. Other VLAM cases include: 'Daily' costs, a well-known cooking show on TV and cooking platform 'Lekker' (tasty) from 'Bij ons'. In collaboration with 'GroentenFruit Bureau' (Fruit & Vegetable Agency) in the Netherlands a promotion for Conference pears was held in Germany from 2011 to 2014. "It was striking that during those years the consumption of Conference pears rose and the consumption of imported pears fell."

Flandria: 20 years

Flandria has long been Belgium's quality label for fruits and vegetables. They have a wide range of more than 60 products. In Belgium B2C is promoted and the brand's awareness is very high. Starting this year, VLAM has a new strategy for Flandria. "In 2015 Flandria reached it's twenty year mark, therefore we want to refresh the quality brand. There is also an event this year and the Flandria B2B and B2C story will be told. For the next two years Flandria will be in the spotlight, both at businesses and with customers."

For more information:
VLAM
Anneleen Leon
T 02 552 81 41
anneleen.leon@vlam.be
www.vlam.be
www.mijnflandria.be