VLAM (Flanders’ Agricultural Marketing Board) is a non-profit marketing organization based in Brussels, Belgium, dedicated to promoting Flemish agricultural, horticultural, and fisheries products both domestically and internationally. Operating under the guidance of the Flemish Government and the Belgian agri-food sector, VLAM supports producers, cooperatives, exporters, and sectoral organizations by creating market opportunities and increasing the visibility of high-quality products from the Flanders region.
Core Mission and Business Focus
VLAM’s core mission is to enhance the global reputation and market reach of Flemish agricultural products, with a specific focus on fruits and vegetables, meat, dairy, ornamental plants, fisheries, and processed foods.
Key strategic pillars include:
- Promotion of Flemish products in international and domestic markets
- Communication campaigns emphasizing product quality, sustainability, and traceability
- Support for Flemish exporters through market intelligence, matchmaking, and trade fair participation
- Advocacy for certification labels such as Flandria and Fresh from Flanders
VLAM operates with public-private funding and functions as a sector-wide coordinator and facilitator rather than a direct producer or exporter.
Promotional Brands and Programs
VLAM manages several internationally recognized promotional brands:
Fresh from Flanders
- The official export label for high-quality fruits, vegetables, meat, and dairy from the Flanders region
- Guarantees origin, traceability, and compliance with EU food safety standards
Flandria Label
- A hallmark of excellence in Belgian horticulture
- Awarded to vegetables grown according to strict environmental and quality guidelines (e.g., tomatoes, leeks, bell peppers, cucumbers)
- Monitored by independent inspection bodies
These labels are widely accepted across European retailers and foodservice channels as markers of sustainability and product excellence.
Services and Activities
VLAM offers a comprehensive suite of services for stakeholders:
Export Promotion
- Organizes Belgium’s presence at major international trade shows such as Fruit Logistica (Berlin), Asia Fruit Logistica (Hong Kong), SIAL, and Anuga
- Facilitates B2B matchmaking events for Flemish exporters and foreign buyers
- Provides promotional materials, translation support, and in-market campaign coordination
Market Intelligence
- Publishes sectoral reports and consumer trend analyses
- Offers statistical data, price monitoring, and export performance tracking
- Advises producers on adapting to global market trends
Certification and Branding Support
- Supports adoption of Flandria and Fresh from Flanders labeling
- Provides templates and support for product traceability documentation
- Promotes sustainable agriculture via integrated pest management (IPM) and GlobalG.A.P. alignment
Campaigns and PR
- Runs media campaigns, influencer collaborations, and chef partnerships in key markets
- Promotes seasonal campaigns such as Belgian strawberries, apples, pears, leeks, and tomatoes
- Coordinates retailer engagement programs to boost in-store visibility
Economic Impact and Reach
As of 2024, the agri-food sector supported by VLAM accounts for a significant share of Belgium’s exports:
- Total Belgian agri-food exports (2023): Over €51 billion, with Flanders contributing the majority
- Fruit and vegetable exports: Over €3.5 billion, with top items including pears (especially Conference pears), apples, leeks, and tomatoes
- Top export markets: France, Netherlands, Germany, UK, Spain, Scandinavia, Middle East
VLAM’s promotion programs have been directly linked with increased international buyer awareness and growth in export volume, especially for horticulture and fresh produce.
Target Stakeholders
VLAM serves a wide spectrum of industry actors:
- Producers and cooperatives in Flanders seeking market development
- Exporters and trading companies looking to connect with buyers worldwide
- Retailers and foodservice operators sourcing high-quality EU-certified products
- Government agencies and NGOs focused on sustainable agricultural development
- Trade fair organizers and foreign delegations seeking Belgian agri-food partnerships
Capabilities and Collaborations
VLAM collaborates extensively with local and international partners to execute its initiatives:
- Joint promotions with Belgian embassies and trade missions
- Cooperation with regional chambers of commerce and industry
- Partnerships with EU trade promotion agencies
- Engagement with academic institutions for innovation and sustainability research
VLAM also supports multilingual marketing and is capable of executing campaigns in over 10 languages to align with target market needs.
Certifications and Compliance
VLAM promotes and supports certifications aligned with EU and international standards:
- Flandria and Fresh from Flanders quality schemes
- GLOBALG.A.P.
- EU Organic Certification
- Integrated Pest Management (IPM) compliance
- BRC, IFS, and HACCP support through exporter education
While VLAM does not certify directly, it partners with accredited bodies and helps producers prepare for audits and compliance.
Major Achievements
- Increased global recognition of Flandria vegetables as premium European produce
- Established the Fresh from Flanders label in over 50 markets
- Enabled over 300 Flemish companies to participate in international trade fairs annually
- Led sustainability communication programs with measurable consumer engagement in Europe and Asia
- Supported exponential growth in Conference pear exports, now one of Belgium’s top horticultural exports
VLAM continues to be a key engine behind Belgium’s agricultural trade success, leveraging effective branding, data-driven strategy, and public-private cooperation to elevate Flemish produce to global prominence.
