Belgian Agricultural Marketing Office receives additional € 2.4 million in EU grants


Since January 1, 2022, five dossiers of the Flemish Marketing Office for Agriculture and Fisheries (VLAM) promoting organic products, vegetables, fruits, fresh and processed potatoes and veal can count on European co-financing. With this funding, VLAM can focus on sustainability and inspire and educate local consumers, and they can go the extra mile in the UK market.

We can be quite proud of this result. More and more organizations are submitting solid files, but the promotion budget is more and more limited and the rules more and more strict ”, explains Leen Guffens, Operations Manager of VLAM. thanks to our years of experience, our success rate is double the European average. ”

The VLAM submitted nine files. They have all been approved, but four have not been completed because EU resources are not large enough to subsidize all the highly rated projects. The four non-subsidized files relate to two ornamental plant projects, a dairy product export campaign and a youth vegetable campaign.

However, five projects can count on EU grants:

They already have an ongoing European campaign for organic products, and now Europe has approved a complementary dossier for an online communication project. The current EU program focuses on reaching selected target groups through high impact media such as television. This second campaign will strengthen the presence of organic in online communication. A well-thought-out content marketing strategy will reach target groups with economic potential with tailor-made messages through, among others, banners, native advertising, social media, videos and collaboration with influencers.

Budget: € 704,942 including € 493,460 of EU subsidy.
Duration: Three years.

Fruit, Vegetable and Potato Sustainability Campaign
Together, the potato and fruit and vegetable sectors of VLAM will highlight the Council’s efforts in terms of sustainable development through a collaborative project in Belgium, France and Germany. The campaign is primarily aimed at public relations campaigns. For Belgian consumers, advertorials in newspapers and magazines will complete the communication. They will reach local and foreign professional target groups mainly via LinkedIn, as well as advertisements in the trade press and participation in trade fairs (i.e. Fruit Logistica and Interpom).

Budget: € 1,242,822, € 869,975 EU grant
Duration: Three years.

Export campaign of processed potatoes to the United Kingdom
The UK is a major market for processed potatoes. However, Brexit could put pressure on VLAM’s position in the market. This is why VLAM has developed a proposal for a European project. The quality of Belgian processed potatoes and its sustainable production (from cultivation to processing) can be celebrated in the UK retail, catering and wholesale sectors. The project aims to maintain VLAM’s market share and to perpetuate Belgium’s image as a quality sustainable partner.

Budget: € 374,387, € 299,510 from EU grant
Duration: Two years.

Fruits and vegetables in the UK
Belgian players in the fruit and vegetable sector want to remain active in the UK market, even after Brexit. Together with European funds, VLAM will set up an information campaign that will consolidate and increase exports of fresh fruit and vegetables to the UK under the name “Taste of Europe UK”. The topics covered are durability, quality and premium flavor.

Budget: € 533,930, € 427,144 of EU subsidy.
Duration: Three years.

To market veal, VLAM is once again a partner in a follow-up campaign to that already carried out with France, Italy and the Netherlands. It aims to highlight the importance of European veal production and the know-how of calf farming. Veal is, after all, a uniquely European product. VLAM will use the resources to implement various campaigns to promote veal in outlets, as well as in the hospitality industry and directly to consumers. These include collaborations with chefs and influencers, as well as the development of new recipes, workshops, store materials and a website.

Budget: € 2,333,332 including € 1,749,999 from the EU grant.
Duration: One year.

For more information:
Liliane driesen
Phone: +32 (0) 255 28 032
Phone: +32 (0) 479 989 945

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