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Belgian marketing center wants EUR4.6 million European subsidies again

The deadline for European co-financing was on 11 May. The Flemish Agri and Fisheries Marketing Center (VLAM) tendered nine submissions for that. If approved, VLAM projects could get €4,6 million in European funds. That will be added to the €1,5 million contributed by the organization's promotion fund.

“In Europe, VLAM's well-known for obtaining EU subsidies. VLAM's projects have a 25% higher success rate than the European average. We're, therefore, hopeful that we'll have many new projects again this year," says Promotion Director Leen Guffens.

The nine VLAM dossiers include:

There is already an up and running European campaign for organic products. VLAM submitted a complimentary online communication project. The current EU program uses TV broadcasts to reach a broad target group. VLAM wants to use this new project to expand its online communication segment. It intends to use content marketing to focus on specific target groups. These have great economic potential for organic products. They will do use things like online advertisements and social media. They'll also use influencers, native-language articles, and videos.

The budget for this is €704,942, of which €493,460 is an EU subsidy, running over three years.

Potato, fruit, and vegetable sustainability project
VLAM's potato and fruit and vegetables sectors submitted a joint application. It wants to promote the fruit and vegetable sector's sustainability effort. That's over the next three years in Belgium, France, and Germany. The campaign mainly focuses on PR activities.

Print advertorials will supplement communication to Belgian consumers. Local and overseas professional target groups will also be reached. That's mainly through LinkedIn and advertisements in the trade press. They want to participate in trade fairs like Fruit Logistica and Interpom too.

Three-year budget: €1,242,822, €869,975 of which is an EU subsidy.

UK processed potato export campaign
The United Kingdom is an important processed potato market. However, Brexit could put Belgium's market position under pressure. That's why VLAM developed a European project proposal. It's aimed at the British retail, food service, and wholesale sectors. It will highlight the quality of Belgium's processed potatoes. And its sustainable production, from cultivation to processing. The project has a two-fold objective. It wants to maintain Belgium's market share. And it wants to solidify the country's image as a high-quality, sustainable partner.

Budget: €374,387 - €299,510 EU subsidy. Duration: two years.

Fruit and vegetables to the UK
The Belgian fruit and vegetable sector wants to remain active in the English market, even post-Brexit. VLAM intends to set up an information campaign. It wants to strengthen and increase exports of fresh fruit and vegetables to the UK. That will be under the 'Taste of Europe UK' banner. This project covers sustainability, quality, and premium taste.

This will run for three years with a €533,930 budget (€427,144 in EU subsidy).

Vegetables for young adults
VLAM wants to use an EU project to get more Belgians to eat fresh vegetables. More specifically, 25 to 34-year-olds. This project must help lower vegetable consumption thresholds.

Budget: €781,340, of which €546,938 is an EU subsidy over three years.

VLAM is the driving force of a submission made along with the Netherlands. It must promote tulips in Belgium, the Netherlands, and Germany. There are already tulip-picking gardens in Amsterdam and Antwerp. They want to establish one in Germany. The additional funds from Europe will increase the garden's visibility.

It'll also give it more promotional material. And enable a longer PR campaign as well as one for florists. The project aims to increase tulip sales. Communication will be opened up, especially on the Belgian market. That's to promote all spring blooms.

This project has a three-year, €1,949,995 budget - €1,56 million EU subsidy.

Green in the city
VLAM has also partnered with the ’From grey to green’ ornamental plant project. This is a joint Belgian, German, and Dutch project. It wants to encourage city dwellers to green their living environment. They can, for instance, lay tile gardens or green their walls. That's in Belgium, Germany, and France. The aim is to increase outdoor plant sales among an urban target group. VLAM is working on this from the export side. They want to improve flowers and plants exports to the German and French markets.

The three-year budget is €4,35 million, of which €3,48 million is an EU subsidy.

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

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