In 2016, the French fries industry in Belgium showed a rapid increase in production, but there are also dangers. The growth sector is 80 percent dependent on exports. Belgapom mainly portrays protectionism as the biggest threat.
With the slogan 'Small country, great food', the Belgians want to stimulate the export of food products, but protectionist reflexes around the world threaten to throw a spanner in the works. For example, the Belgian (and European) potato chain has already been confronted with unjustified anti-dumping measures issued by the South African and Brazilian governments, says Belgapom.
It did not help that the European Commission, competent in this matter, showed that the procedure appeared to be full of gaps. 'Apparently the Commission does not have sufficient mandate and resources to intervene adequately in these WTO proceedings.'
From secondary crop to main crop
Belgapom wants the Belgian (and European) potato chain to be taken seriously by the competent departments of the European Commission. In this way the interests can be defended more strongly. 'After all, it is a fact that potato cultivation is increasingly developing from a 'secondary crop' to a 'main crop'. That applies to a large proportion of European arable farmers.'
Recent figures also show that the business community surrounding the potato chain has developed into the leading potato chain. Belgapom therefore continues to focus on further sustainable growth in the interest of the entire potato chain. The global opportunities for promoting potato cultivation in new growing countries must also be taken into account.
Promotional campaigns
To put 'Belgian fries' on the map abroad, the Flemish center for agromarketing (FLAME) will soon be launching a promotional campaign in Vietnam, Malaysia, Indonesia, Thailand and the Philippines. In these countries people mainly know the North American 'French Fries' from the fast food chains.
The campaign, with a budget of 3 million euros, spread over three years, is supported by the European Commission and APAQ-W. The campaign will collaborate with five Belgian manufacturers of potato products.
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