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Report World Food Moscow 2013

VLAM sees growth opportunities for pear exports to Russia

VLAM along with 10 export companies attended from 16 to 19 September the World Food Moscow Exhibition. This food fair forms the meeting place for wholesalers, distributors and transport companies from the East European food industry. This year the theme followed a new campaign "Taste of Europe", so products could be promoted outside of Europe.

The Russian market offers a lot of opportunities for international companies. The 22nd edition of this fair attracted a lot of exhibitors: more than 1,600 exhibitors from 70 lands arrived in Moscow to present their products to the crowds in the Russian market. The number of visitors to the fair followed the amount of last year, around 26,000 visitors from 50 different countries. Also at the Belgian stand could participant companies count on a continuous stream of interested traders.



Belgian stand offers new idea
The Belgian fruit and vegetable sector was this year responsible for 10 exporters: Vergro, Vanco Belgium, Wouters Fruithandel, DSF, Bel'Export, Herwi, Calsa, D&G Fruit Business, Pacbelimex and Devos Group.
The stand of 153m² was situated in its trusted central location in the fruit and vegetable hall. This year the stand was decorated in the new concept of 'Taste of Europe - premium quality, perfect taste,' a European campaign which showed the top products to visitors (see box). Therefore the campaign pictures showed the Conference pear, Jonagold apple, strawberry, chicory, tomato, and leek in the stand's spotlight. With the slogan "Premium quality, perfect taste" they impressed on the top quality of the Belgian produce. The new Taste of Europe information brochures, recipe folders and paper clips were popular with the exporters and their clients. There was also a chef on the stand who spoiled the attendees with Belgian cuisine.



Belgian exports to Russia stagnates

In 2012 Belgium exported around 176,000 ton of fresh fruit and 39,000 ton of fresh vegetables to Russia. In ten years the export of fresh produce from Belgium to Russia has remarkably increased. For fresh fruit, as well as fresh vegetables exports have doubled.

The last year, however, has seen exports down mainly regarding apples and pears. Belgium and European countries feel there is competition from Polish apples. With pears there has been an overall downward fall of Russian imports.

From the total European fruit export to Russia, Belgian had a stable market share of 15%. In 2012 this decreased to 10,50% mainly due to the above reason. Belgian vegetables now account for nearly 7% of the total European vegetable export which consist of carrots, varieties of lettuce, tomatoes, leek and beans, in the top five.

Belgian pears are the most popular Belgian produce on the Russian market: 28% of the total Russian pear import comes from Belgium which is a decrease of 5% compared to 2011. In 2012 of the fresh fruit exported from Belgium to Russia, the share of pears was 67% and apples 13%. For pears Belgian exhibitors see even more growth opportunities.

The next edition of the World Food Moscow will take place from 15 to 18 September 2014 in Moscow's Expocentre.

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