Belgium good for 96% of EU's chicory export to Canada

The Canadian fresh produce sector was present at the CPMA Convention & Trade Show for the 93rd time. This year, the Canadian Produce Marketing Association (CPMA)'s theme was 'Live healthy, Eat fresh'. VLAM was also present in this sector. They played into this theme. They had a well-presented product display with delicious fruit and vegetable snacks.

The trade fair takes place in West and East Canada in alternate years. This time Vancouver, in the west, was the place to be. This also explained the limited European contingency among the exhibitors. In total, this edition attracted 3 500 visitors and 270 exhibitors. Only a handful of these were from Europe.

VLAM's participated as part of the European programme under the slogan 'Premium quality, Perfect taste'. Together with BelOrta, Coöperatie Hoogstraten, and Nicolaï Fruit, VLAM focused on a few Belgian top products. The VLAM stand presentation boasted a nice assortment of products. It included leeks, chicory (organic, red, mini and standard) and white asparagus. There was celery, bell peppers (red, green, orange, and yellow) and green beans. And also sprouts, friseline and Conference pears. "Visitors were amazed at the white asparagus. These are not well-known in Canada," says Thaïs Mees van VLAM. "Our large celery and green beans were noticed due to their large sizes. And our typical chicory is also always rated well in foreign destinations," he adds.

Handing out taste testers is the perfect way to attract visitors' attention. At the same time, it convinces them of the taste and quality of the Belgian products. This is why VLAM treated visitors to delicious snacks again this year. The chef made dishes including one with red and yellow bell peppers. There were toasted sandwiches with leek and goat's cheese and a chicory bite with finely chopped celery and a light dressing. To end off, a smooth asparagus soup. People could also win an oven mitt or cotton shopping bag via a game on an iPad at the stand.

Canadian consumers are becoming increasingly aware of what they eat. They are putting more and more plant-based items on their menu. The concepts of vegetarianism, veganism, and the reduction of meat clearly favour fresh fruit and vegetables. Organic, and other environmentally-friendly products are becoming more popular. This is also linked to the increased attention to a healthy, balanced diet. Finally, the younger generation, in particular, prefers ethnically-sourced products. This Ǵeneration Y" is also willing to pay more for imported, valued-added goods such as organic products.

Belgian export of fresh vegetables to Canada is limited but stable. Last year, Belgium exported mainly chicory (272 tonnes) to this country. They also sent leeks (85 tonnes), beans (54 tonnes), and bell peppers (30 tonnes). For a number of years, there has also been a rise in the export of other goods. These include celery (154 tonnes in 2017), other types of cabbages (130 tonnes in 2017), and lettuce (35 tonnes in 2017).

The Belgian export of these vegetables represents a large part of the total EU export to Canada. It makes up 96% of the chicory, 40% of the celery, 39% of the beans, and 25% of other cabbages' numbers. The export of Belgian fruit is still very limited. The market only opened in 2014 for Conference pears.

CETA has been in effect since 21 September 2017. This has done away with the import tariffs on various products. Its impact was not yet seen in the 2017 sales figures. Its effect will, however, become clear in coming years.