New Belgian Potato Concepts Campaign Launches in UK

A new two-year substantial marketing campaign to promote Belgian processed potatoes is launching for the UK retail and foodservice sectors

The ‘Flourish and Grow’ Campaign will highlight the growth of the potato category and the opportunity for retail and foodservice to build their business with a good quality and innovative frozen, chilled and fresh potato category offer.

Belgium is the world’s No.1 exporter of pre-cooked potato products, with 90% of its production exported to over 100 countries. The campaign funded by Flanders’ Agricultural Marketing Board, also known as VLAM, will focus on the quality, innovation and sustainability credentials of EU produce grown, processed and packed in Belgium.

Increasing demand

With a population of 67m, Britons consume the most frozen potatoes in Europe eating around 1.1m tonnes and relies on imports to meet demand. Importing around 760k tonnes every year – and the market is expected to continue an upwards trend over the next decade – and Belgium is a long-standing preferred potato partner.

Renowned for the quality of its produce and close proximity to the UK, Belgian producers enable retailers and caterers in the UK to meet the ever-growing demand for processed potatoes, especially the traditional Belgian ‘fries’, or chips as the British know them.

“Belgian processed potato products are a strong and proven solution for retailers and caterers, with excellent quality in-home and out-of-home options to meet consumer trends, said Katrien De Nul, Promotion Manager, VLAM.

“Our rich, fertile soil, mild climate and long-held potato growing traditions ensure Belgian potatoes are the perfect, raw ingredient for innovative, potato concepts.”

The ‘Flourish and Grow’ Campaign will also highlight the significant investment made by growers and processors in production methods to tackle packaging and plastic, reduce carbon footprint and water usage, to ensure retailers can be confident of sustainable products with full traceability.

“All our growers and processors are committed to working in partnership on both sides of the Channel to ensure we can meet consumer demand with quality and innovative products, with strong sustainable credentials, added Katrien De Nul, Promotion Manager, VLAM.

To find out more about branded and own label frozen, chilled and fresh formats, packaging and the supply chain, visit

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