On Tuesday, 17 June 2025, the seminar centre Nieuwgoed hosted the annual general meeting of FVPhouse, the umbrella organisation of Vegebe, Fresh Trade Belgium, and Belgapom. These trade associations represent the interests of Belgian wholesalers and processors in the potato, vegetable, and fruit sectors. Near Ghent in Flanders, members, directors, and guest speaker Marc Buelens—emeritus professor at the Vlerick Business School and the University of Ghent- gathered under the theme of 'New thinking for new times.'
"It was a year full of challenges for the various organisations. After years of policies promoting free trade, global trade is now shifting towards increased protectionism, including in Europe," noted Jeroen Buyck of Calsa, chair of Fresh Trade Belgium. "The EU, originally founded as a single market without trade barriers, is now increasingly focused on consumer rights, social protections, and environmental concerns, resulting in a heavy administrative burden, especially for small and medium-sized enterprises. In the fresh fruit and vegetable sector, inflation, higher energy costs, and climate change are adding further pressure. Still, the sector continues to seek solutions through cooperation, aiming to keep providing consumers with healthy, tasty, and sustainable food."
Ben Muyshondt of Pomuni and chairman of Belgapom agrees: "Climate change is having a growing impact on the potato sector, with wet periods making cultivation and harvesting more difficult. A persistent problem is the shortage of seed potatoes. The sector is committed to sustainable cultivation, but faces ongoing challenges, including water management, fertilizer use, and crop protection. Stricter EU regulations and evolving customer demands require action. Within FVPhouse, plans are in place, and there is a strong willingness to take responsibility, but collaboration with other stakeholders is crucial. What's needed now is a clear vision and decisive action—only through joint effort can we safeguard the sector's success."
The same applies to the manufacturing industry. "2024 was a turbulent year for the agricultural sector, marked by protests against excessive regulation and administrative burdens—protests which gained public support. Politicians often failed to grasp the real issues and shifted the responsibility back onto the sector. Farmers' incomes depend not only on commodity prices, but also on quality, yields, and the legal framework. Following several elections, a more pragmatic political course has emerged, with revised Green Deal targets and the adoption of the Nature Restoration Act. There is now hope for reduced bureaucracy and improved cooperation between environmental, agricultural, industrial, and governmental actors, with a focus on balanced interests. The sector wants to keep doing business, but without unnecessary rules," said Jan Ingelbeen of Greenyard Frozen and chairman of Vegebe.
New thinking for new times
Nevertheless, the meeting also reflected on high points from the past year, with the record-setting edition of Interpom 2024 standing out. Overall, there was a shared sense of optimism and determination to build a bright future. After a full afternoon of meetings, the sunny weather at Nieuwgoed came as a welcome relief. The meeting room gave way to the warm terrace, though not before attention was paid to Marc Buelens' lecture. The professor, known for his expertise in organisational psychology, is a passionate speaker. He invited members to consider a new future, one that also demands a new way of thinking. He did so by presenting five key ideas, each of which he explained in detail. As an author himself, Marc also used book recommendations to encourage the audience to explore further how the world is changing and how they can adapt. "Geopolitics has become a core task for any CEO," he stated.
"Distrust experience." His first point addressed the overreliance on experience. While the right kind of experience is certainly valuable, he warned that it can also blind people. It's important to remain creative. This led to his second point: "Can it get any more spiky?" People can have sharp strengths—spikes—where they excel in specific areas. These often come with corresponding weaknesses, which must be managed. Think of Elon Musk—brilliant, yet lacking in some areas—or artificial intelligence, which holds promise but also has clear shortcomings. According to Marc, true progress in organisations and societies stems from individuals or processes with clear talents and vision, even if they're unconventional or difficult to manage.
He then argued that we should think like poker players—a blend of rational analysis and strategic bluffing. This requires both logic and interpersonal insight: reading others' behaviours and intentions. He cited professional poker player Amarillo Slim: "Play the player, not the cards." Finally, he emphasised a return to the basics—not just to core principles, but to the fundamental essence of what really matters. Knowing your craft inside out and understanding your business model at its core. "What is the non-negotiable value of your business?" To close, he read Rudyard Kipling's poem If, which, he said, perfectly captures the right mindset for approaching the world. "Read it, reread it, and reread it."
Photos Andries Gunter
For more information:
FVPhouse
+32 9 339 12 52
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www.fvphouse.be