Fruit Logistica, the world's biggest fruit, vegetable and potato show
From Wednesday 4 to Friday 6 February inclusive, Messe Berlin was once again the stage for the world's fruit, vegetable and potato trade. The stand run by the umbrella group VLAM focused again this year on Flandria The Fresh Family, a unique visualisation of the premium quality offered by Flandria, and some eye-catching product presentations.
With 2,785 exhibitors from 83 countries, Fruit Logistica proves to be the world's biggest trade show. Messe Berlin welcomed 65,000 visitors from 130 countries between Wednesday 4 and Friday 6 February. This show is THE place to be for networking and a chance to pick up the latest innovations in this rapidly evolving sector. Among the innovations nominated, visitors chose the 'Aurora Seedless Papaya' for the Fruit Logistica Innovation Award 2015. BelOrta Auction's little tomato Lemoncherry was nominated and won second place.
Platform for commercial relations
Belgium was ably represented again this year on the Belgian fruit and vegetables stand by VLAM, the Flemish Agricultural and Fisheries Marketing Board. Flanders/Belgium had a large stand measuring 411 m² in the familiar spot in hall 6.2., where visitors were able to meet 16 suppliers of fresh fruit and vegetables. Seven potato suppliers and two suppliers of fruit trees were also in attendance. Our stand here was busy with a lively throng of visitors all day long, reports Anneleen Leon, product manager for fruit and vegetables at VLAM. Our Belgian exporters were able to greet their customers personally in a relaxed atmosphere and give their commercial dealings that personal touch. Our regular location in hall 6.2. also made our stand easy for them to find. This year, the Belgian auctions got their own special area to display their own specialties and brands. This arrangement also attracted visitors' attention.
'Flandria The Fresh Family' an established presence
Flandria, the most important vegetable label in the European trade in fruit, vegetables and potatoes, dominated the VLAM stand. The label covers 60 varieties of vegetables, plus 35 products from the 'Specialty Street' range. Strict specifications mean that Belgium can supply a large volume of uniform quality products for export. The B2B concept 'Flandria The Fresh Family' remains a unique visualisation of Flandria's premium quality. The metre-high images of Flandria producers attracted the attention of an international public. They spotlight the three core values of Flandria: sustainable production (Responsibly Fresh), top quality and family farms. By showing pictures of real producers and quoting their words, the campaign images gain personal and emotional power, reports the VLAM product manager.
Handsome product presentations attract attention
VLAM had also focused on striking product presentations. The extensive Flandria range of 'home-grown fresh fruit and vegetables' was shown off to its best advantage in a large module with product presentations of winter vegetables such as lettuce, leeks, chicory, lamb's lettuce, cucumber and so on. Smaller modules showcased the specialties in small packages.
A successful show
Fruit Logistica remains an ideal platform for maintaining commercial relations - even still with Russian importers - and forging new ties. The post-show feedback from our Belgian participants was positive regarding the level of interest from visitors to our stand. Everyone agreed that it was a successful show and definitely worth taking part in, is the verdict from Anneleen Leon.