Belgian marketing board focuses on alternative ways to promote fries in Asia

On 22 March, the corona-safe 'The True Tastes of Belgium' event was held in Tokyo, Japan. This kicked off six hybrid food fairs. These were held in Japan, South Korea, Singapore, and China. FIT (Flanders Investment and Trade) took the initiative in organizing these fairs.

Belgian products were presented to local food industry buyers and importers. The Flanders' Agricultural and Fishery Marketing Board (VLAM) took the opportunity to further shape the EU 'Go for Gold' project. Local guests could taste Original Belgian Fries. These are from Agristo, Bart's Potato Company, Clarebout, Ecofrost, and Mydibel.

Alternative marketing important
The global pandemic continues to pose unprecedented challenges. But VLAM is determined to fulfill its export mission. For a second time, almost all of this year's spring events were canceled or postponed. This organization is, therefore, constantly looking for new ways to meet suppliers and discover trends. '

'The True Tastes of Belgium' was perfect for networking and representing the Belgian frozen potato products sector. The participates presented all kinds of Belgian products. That included tasting some fries. Belgian exporters and local buyers and importers were then virtually connected.

James Bint went on tour
VLAM decided to link a fun promotion to the event. Traveling is currently still out of the question. James Bint is the Original Belgian Fries' top ambassador. He was sent on the road. People could follow James Bint's journey online via the Original Belgian Fries' LinkedIn page. There, you could see him visiting the Food Fairs (see pictures). VLAM and James Bint successfully confirmed Belgium's position. It's the world's number one frozen potato products exporter. They also spread the 'Go for Gold' message.

Importance of Asian markets
VLAM Original Belgian Fries was, by no means, the only participant in the hybrid Food Fairs. The local guests got to taste Belgian chocolate and beer too. In this way, all the Belgian exporters tried to collectively increase their visibility on the ever-growing Asian markets.

'The True Tastes of Belgium' took place on these dates:
- Food Fair Tokyo, Japan: 22-26 March 2021
- Food Fair Seoul, South Korea: 23 March 2021
- Food Fair Guangzhou, China: 12 April 2021
- Food Fair Singapore, Singapore: 14-15 April 2021
- Food Fair Guangzhou, China: 16 April 2021
- Food Fair Beijing, China: 27-28 April 2021

For more information:
Liliane Driesen
Tel: +32 (0) 255 28 032
Mob: +32 (0) 479 989 945

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