The five initial HIB ambassadors are bicycle manufacturer Achielle from Pittem, West Flanders; bespoke tailor Aravinda Rodenburg from Ghent, who spends an average of 52 hours making one suit by hand; Atelier Deville in Rotselaar, Flemish Brabant, which makes hand-crafted bags and accessories; Rondou butcher’s in Leuven; and Atelier Schrauwen, woodworkers from Loenhout, Antwerp province.

“These days consumers can’t always be sure of what they’re buying,” commented Unizo director-general Karel Van Eetvelt. “Consumers are more than ever on the lookout for original products and want some guarantee of authenticity – and that’s what they’ll find with the crafts entrepreneurs under the HIB label.”