Tourism minister says Flanders should push its regional products

At present, the promotion of authentic regional products recognised by the Flemish government is the responsibility of VLAM alone. In the meantime, provinces nominate and promote their own selection of local products, as do some municipalities like Hoogstraten in Antwerp province, famous for its strawberries.

The new plan, said Bourgeois, was to put regional products in the spotlight during foreign trade missions and conferences, as well as to run specific campaigns in other countries. While the task of promotion will initially be shared among official agencies, he also left the door open for the scheme, which will probably kick off before the end of this month, to include the participation of companies at some later stage.

Among the businesses visited by the minister during his trip were three food producers that have already had some success promoting themselves in other countries: Mestdagh Artisan of Veurne, which produces sweet and savoury baked goods; pastrymaker Poppies International from Zonnebeke; and biscuit and cake specialist Jules Destrooper, perhaps the best-known of the three and one that has succeeded in positioning itself as a luxury brand.

“These family businesses are the backbone of our economy,” Bourgeois said. “We’re here on these visits to listen to how they’ve put themselves on the world map, but we’re also here to listen to their problems.”

Meanwhile, Antwerp province last week launched a website to promote its farm and local products that meet its four criteria: raw materials from the province, a history of production going back at least 10 years, artisanal methods of production and accepted by local people as a genuine local product (like the Antwerps handjes, pictured).

The site works on desktops as well as mobile devices and includes a search function and map integration. “Anyone who is out walking or cycling will have no trouble finding out where to go for fresh farmhouse ice cream,” said the province’s deputy for tourism, Bruno Peeters.

www.lekkersmetstreken.be