VLAM is fully committed to new promotional dossiers
The Flanders Agricultural Marketing Board (VLAM) hopes to be able to secure the maximum European co-financing for its future promotional campaigns. If VLAM succeeds, our Flemish quality products will become available in the most far-flung corners of the world in the years ahead.
VLAM ultimately submitted 15 dossiers to Europe for various products: six for promotion for countries within Europe and nine for promotion in countries outside Europe. Globally, VLAM plans to raise 3.6 million euro. If all the projects are rated as positive, there will be a further contribution of 13.8 million euro from Europe, which brings the promotional budget to 17.5 million euro. Of this, 70 to 80 per cent comes from Europe.
Fruit and vegetables
Within Europe, the specific focus in terms of the fruit and vegetables sector is on promoting the Conference pear to consumers in Germany (along with the Netherlands). Investment in promotion in countries outside Europe is geared to hard fruit in the new Indian growth market; promoting pears in Brazil and China and promoting vegetables in Canada, with the focus on leeks, chicory and peppers.
VLAM believes that the fact that the lion's share of the projects are in countries outside Europe is entirely consistent with the task of supporting the sectors in diversifying their sales markets. Campaigns abroad are routinely mainly angled towards trade, and are supplemented by means of participation in shows and contact days, where Flemish exporters can meet foreign buyers.
Giving consumers a taster
Many of the programmes submitted also opt to approach foreign consumers. After all, the only way to help unfamiliar products get themselves better known is to offer them to consumers and let them try them, argues VLAM. If VLAM succeeds in getting multiple projects approved, our Flemish quality products will become available in the most far-flung corners of the world in the years ahead.
A decision on whether to approve the programmes submitted is expected in the autumn. The European programmes start in January 2017 and will run for three years.