A busy round of shows for VLAM this autumn

VLAM is continuing to invest in promotion within and outside Europe this year. This means another packed programme of shows in the autumn: Hong Kong, Dubai, Madrid and the US. There is a lot of updating also scheduled for 2015, with both the VLAM logo and the logo of the website Lekkervanbijons being redesigned.

The search for new export potential
VLAM has been making an intensive effort this year to find new foreign sales territories with sufficient potential for our products. The European 'Taste of Europe' campaign has seen our exporters travelling to shows in Canada, the United States, Russia, Japan, China (via Hong Kong) and the United Arab Emirates. One thrust of this 'third country' campaign is on building/improving the image of fresh fruit and vegetables from Europe/Belgium. Taking part in the shows will help exporters to develop new markets in the short or medium term.

Asia Fruit Logistica is expanding
Asia Fruit Logistica, which ran from 2 to 4 September at the AsiaWorld-Expo Center in Hong Kong, is expanding significantly. More than 550 businesses from 40 different countries had their products and services on display. The number of exhibitors has increased by about 30% since last year. The show attracted as many as 9,200 visitors from 70 different countries who got the chance to see the 'newest and best' in the sector. 66% of the visitors came from Asia, which is 58% more than last year. One striking feature was the new products designed to appeal to Asian consumer trends in terms of 'health' and 'convenience'.

India is an interesting market
VLAM was involved on a group stand at Asia Fruit Logistica for the fourth year. “It was definitely worth taking part. Our participating exporters got the chance to network with existing clients and to forge contacts with new ones. There was a steady stream of visitors to our stand, and a positive mood”, reports Anneleen Leon, product manager for fruit and vegetables at VLAM. “The samples prepared on site by a chef were popular. We had a wide range of products, including hard fruit, Conference pears, peppers, aubergines, sprouts and other types of cabbage. These latter are very highly prized in Asian countries. We also noticed a strikingly large number of visitors from India. This vast country has the potential to develop into an important market for Belgium in the future. That's why we plan next year to shift our target market towards India and also Kazakhstan. Both countries definitely present opportunities for exports of fruit and vegetables as well as horticulture”.

Not forgetting Russia
Later in the autumn, there is still World of Perishables (WOP) in Dubai (5-7/10), Fruit Attraction in Madrid (28-30/10), and FreshSummit in Atlanta, USA (23-25/10) to look forward to. Despite the embargo, VLAM is continuing to focus on Russia. In mid-September, VLAM had a stand (100 m²) at World Food in Moscow. The intention is to maintain contacts with the Russian buyers. A promotional campaign is already being prepared behind the scenes, in order to pick up the minute the export ban is lifted.

A revamp of the house style
The VLAM logo is getting a new look this year: a sleek, contemporary style with the basic colours of blue and green and a stylised Flemish lion to draw attention to the link to the Flemish government. The updated name of the website lekkervanbijons.be has been incorporated into the new logo. It refers to the cookery platform of the same name, which has also been completely redesigned.

Source : VLAM

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