HRH Princess Astrid of Belgium visited Mexico from 16 to 24 February. Following this royal visit, the Belgian Conference pear will now be introduced in Mexico.
"The Conference variety is the number one pear among Belgian pears. Nowhere else in the world are the cultivation circumstances better than those found in the Belgian climate. The soil and great care that our fruit growers take, make for an absolutely top product," says a spokesperson from the Flemish Center for Agricultural and Fisheries Marketing (VLAM).
Ninety percent of these Belgian Conference pears are exported. Belgium's neighboring countries are the most important buyers. However, this pear variety also finds a much wider range of buyers, as shown in the attached chart.
The Russian sales market fell away in 2014. This was as a result of trade boycotts. The disappearance of this market has proved that further market diversification is now needed more than ever. Mexico is one of the possible new destinations for the Belgian Conference pear.
Opportunites in Mexico
Mexico, with its 130 million inhabitants, is an important market. The Mexican people are also familiar with all sorts of fruit. Not only local fruit but also imported fruit is appreciated.
This inspired the Belgian auction houses to submit a dossier to the Federal Agency for the Safety of the Food Chain (FAVV) in Belgium. The auctioneers did so via the Association of Belgian Horticultural Cooperatives (VBT). In this report, the auction houses sought approval to export Conference pears to Mexico.
The FAVV offers support to the Belgian fruit sector in its quest for new markets. It also supports the sector in its efforts to diversify its export possibilities. The continuing Russian boycott has made this issue more relevant than ever.
FAVV began negotiations to convince countries outside the European Union of Belgian agri-foods' phytosanitary guarantees. This was done at the request of the fruit sector. These kinds of negotiations often include laboratory tests and checks of cultivation and storage.
Overseas services must be convinced that while importing new fruit varieties, no harmful organisms will damage products on the local market. In Mexico, a so-called plant health certificate is required by the Ministry of Agriculture. This creates a significant challenge when one wants to start exporting to that country quickly.
Conference promotions can start
After years of research into the different characteristics of the Conference pear, Princess Astrid's visit to Mexico proved to be the catalyst. "SENASICA, the Mexican equivalent of FAVV, acknowledged the quality of our pear," says the VLAM spokesperson.
"There is now nothing standing in the way of signing an agreement and admitting the Conference pear onto the Mexican market. Once such approval has been granted, VLAM can support the Belgian farmers further. We can set up a marketing campaign in the country concerned."
"Promoting a product takes time. The opening of a market does not mean automatic sales. The Belgian Conference pear is a unique product. Its shape, taste and crunchy texture are not well-known in most countries outside of the EU," continues the VLAM spokesperson.
VLAM will focus its attention on buyers. This Association will try to convince them of the Conference's advantages. This will happen by means of participation in trade shows. VLAM will also place advertisements in specialized, trade-orientated magazines. This is too big a task for an individual grower or exporter.
The VLAM marketing campaign is part of a three-year EU program, starting this year. It has a total budget of EUR857.918,90. This program includes campaigns in the United States, Canada, Mexico, and Colombia.
For more information:
VLAM
Gert Van Causenbroeck
VLAM canvasser, member of the Belgian delegation in Mexico. Gert.vancausenbroeck@vlam.be;
+32 (0) 491 861 700
Liliane Driesen
persvoorlichter en woordvoerder VLAM press liaison and spokesperson in Brussels
Liliane.driesen@vlam.be;
+32 (0) 255 28 032
+32 (0) 479 989 945