Facing a challenging economic environment characterized by rising costs, shrinking profit margins, and intense international competition, the Belgian potato processing industry is strategically pivoting towards Asia. According to Katrien De Nul, potato promotion manager at VLAM, the region is seen as a vital growth market for processed potato products. To capitalize on this, VLAM is launching a major promotional push this spring, participating in a series of top-tier Asian trade fairs. This includes a joint booth at Foodex Japan in Tokyo (March 10-13), followed by appearances at the FHA food show in Singapore (April 21-24) and THAIFEX-Anuga Asia in Bangkok (May 26-30). These activities are part of the broader European “Processed Potato Asia II” (PP Asia II) project, running from 2025 to 2027 in Japan, Malaysia, Singapore, and Thailand. The campaign, themed “small figure – big surprise,” will initially spotlight specific products like chips, croquettes, and potato cakes before showcasing the wider range of Belgian processed potato offerings.
Focus on Japan and a Diversification Strategy:
Japan represents a key, yet highly competitive, market for Belgian exporters. While it is the fourth-largest exporter of frozen potato products to Japan, Belgium saw its import volume dip slightly in 2024 to €68 million, partly due to increasing market share gains by China and India. Despite this, Belgian companies are leveraging quality, taste, and craftsmanship as key differentiators. The strategic focus on Asia is underscored by the fact that 45% of Belgium’s processed potato exports now go outside continental Europe, with East and Southeast Asia accounting for a growing 8% share. At Foodex Japan, five leading Belgian companies—Clarebout Potatoes, Ecofrost, Global Fries, Pomuni, and Agristo—are participating in cooking demonstrations and PR events, including a special gathering at the Belgian embassy. This structured market diversification, through the PP Asia II program, is designed to help the industry achieve a more stable balance by strengthening its presence in the foodservice and retail sectors across the continent.
