Record number of visitors at Fruit Logistica
The 24th edition of Fruit Logistica, the annual top event in the fruit, vegetable and potato sector, was another success. The new VLAM stand offered a stylish setting for the familiar Flandria values and the LAVA auctions rolled out some innovations which they want to introduce in 2016.
Fruit Logistica in Berlin attracted another record number of visitors this year, with over 70,000 people coming from more than 130 countries, a milestone for the show. Some 2,900 exhibitors from 84 countries worldwide (82% from outside Germany) can look back with satisfaction on the event. The 24th edition proved yet again to be the most prominent in the fruit and vegetable sector.
The Belgian pavilion
The Belgian fruit, vegetable and potato trade gathered as usual in hall 6.2. The Belgian pavilion gets bigger every year. This time round, there were 22 Belgian fruit, vegetable and potato exporters, 2 producers of fruit trees and the REO Auction, showcasing a wide range of quality products and innovations. The Limburg Horticultural Auction, Hoogstraten Auction and BelOrta were in attendance on their own stand. The atmosphere was fantastic. Stand staff and visitors alike reported how satisfied they were with the way the fair went, and the high-quality contacts made by both sides.
A brand-new VLAM stand
For VLAM, the Flemish Agricultural and Fisheries Marketing Board, the event was the perfect platform on which to launch its new stand, a bright and light structure in white, with a yellow accent, referring to the region of Flanders. Alongside attractive block presentations with a wide range of Flandria staples such as tomato segments, cucumbers, leeks, various types of lettuce, chicory and so on, there was also a focus on smaller packages.
20 years of Flandria
Another thing that caught visitors' attention was the video montages, which gave the VLAM stand a dynamic visual identity. They focused on the assets of the horticultural sector and the history of '20 years of Flandria'. Flandria, the quality label for fruit and vegetables, has just turned 20: an interesting evolution from a niche label for tomatoes and chicory into one of the most important players on the European fresh food market. The label now includes over 60 products, and accounts for sales of an annual volume of over 600,000 tonnes. On Thursday 4 February, this 20th anniversary was celebrated with numerous representatives from the Flemish auctions, export businesses and foreign purchasers.
Focusing on innovations
It remains a constant challenge for the LAVA auctions to come up with products offering added value for the fruit, vegetable and potato sector. Alongside the wide array of fruit and vegetables and specialties, the focus at BelOrta this year has been on the innovations which will be launched in 2016. A striking 'Wall of innovations' on the BelOrta stand offered a unique insight into the varied range of new products and revamped packaging options, including snack tomatoes in preserving jars. The REO Auction laid out a fine range of products in Flandria boxes and with them, the auction brands Tomabel and Fine Fleur. The Hoogstraten Auction stand, with its colourful walls showing its quality products - such as peppers, cucumbers, specials, strawberries and so on - presented its new baseline, 'Welcome to the home of quality', and its house style (more on this in News flashes). There was also the chance to find out about a new packaging line. The auction representatives reported high levels of interest from visitors in the innovations which the LAVA auctions plan to roll out in 2016.
Given the great importance of Fruit Logistica, it goes without saying that VLAM will be back again next year: 8 to 10 February 2017 is already booked on the calendar.