The budget for 2016. Click here to enlarge.
Focus on export
In the aftermath of the Russian boycott the promotion programme was partially moved to activities abroad, which should improve the export to existing and new markets. "This is why the campaigns 'Taste of Europe' and the Conference campaign in Germany was extended again this year. Abroad, Germany and France remain our core markets. Besides promotion for Conference in Germany, VLAM is focusing on Canada as well for pears next year. As the Canadian food safety has green lighted the import of Belgian pears, promotion is abundantly needed. We will support the first export of the Belgian pears through tastings on the shop floor. We are also organising an annual 'contact day' in consultation with our exporters. This year the choice was made for Bulgaria. In March we will go with a group to see if there are sales possibilities and get to know this market better." Outside of Europe there are six fairs planned: World Food Moscow, Fresh Summit (Orlando), CPMA (Calgary), WOP Dubai and World Food Kazakhstan. VLAM will also put the Belgian pear in the spotlight in India for the first time. Anneleen: "The campaign 'Taste of Europe' has been extended for another three years and we have somewhat adjusted the target markets. This year we replaced Hong Kong with Kazakhstan and India is new to us."
But they are also looking at market expansion at home. "We are applying campaigns to promote chicory and the Belgian apple and a new campaign is being launched to explicitly map out the domestic soft fruit. "There were questions from the sector as to whether there could be extra promotion for strawberries and berries and we are going to work on this." Other than this VLAM continues to contribute to the European School Fruit actions. The label Flandria has grown to the reference for quality fruits and vegetables over the last 20 years. This is both in Belgium and abroad. The new campaign for the domestic market in 2015 will be formed further in 2016.
New approach for Flandria
The approach for the promotion of Flandria has changed as of this year. "Where we were previously mainly focused on the consumer, we are now more focused on the retail. We are making clear what Flandria stands for and what added value Flandria products can offer in the rayon. But the consumer isn't forgotten: they are kept up to date with the Flandria supply through the radio."
Fruit Logistica 2016: new stall
In 2016 VLAM will be present at the main fruit and vegetable fairs in Europe once again: Fruit Logistica Berlin (3-5 February) and Fruit Attraction Madrid (5-7 October). During Fruit Logistica VLAM will introduce a completely new stall. "We have reserved the same surface area, and as of next year we will have a new stall concept. The growers will still be visible. It will look very Flemish, a yellow accent indicates the Flemish region. LED screens will also be spread out over the stall, with animations and nice product presentations. Instead of static barriers we will work with more moving images. This is to get a better feeling for the products and to visualise what Flandria stands for." Flandria is turning 20 this year and this will be celebrated at Fruit Logistica."