Belgian fruit growers are looking further afield to sell their produce. Some of the country's fruits have long been sold in distant countries like China, fruiterers now have their sights set on Vietnam.
Currently there is no or virtually no hard fruit from Belgium on Vietnamese shop shelves. Most apples come from New Zealand and South Africa, and pears from South Korea. But in the coming years it might become common to find a Jonagold apple in Hanoi or a Conference pear from Flanders in Ho Chi Minh City.
Belgian fruit organisations are already scanning the possibilities to sell their products in the one-party communist state, which boasts one of the most dynamic economies in Southeast Asia, and where Flemish Minister-President Jan Jambon is currently on an economic mission.
Fruit and vegetable auction BelOrta is hoping to secure a deal for its apples for the current harvest season. BelOrta’s Didier Lepoutre explained that people in this region like sweet, crunchy apples, making the Belgian Gala, Braeburn or Jonagold a sure winner.
When it comes to the volumes of Belgian apples that will be shipped to the other side of the world, Lepoutre noted that two or three containers each month "would be fantastic."
Odd-looking pears?
BelOrta is also keen to gain a foothold with the Conference pear but due to its irregular shape consumers abroad may have to get used to seeing these on shop shelves first.
"People associate the bronze or brown hue of the Conference pear with overripe fruit," explained Gert Van Causenbroeck, export manager at VLAM, the Flemish Centre for Agro and Fisheries Marketing.
Apples and pears harvested in Sint-Truiden. Credit: Belga/ Marc Dirix
But Lepoutre already believes there is a market for this specific Flemish pear in Vietnam. “We have been in China with that pear for 10 years now. The beginning was difficult but it’s a matter of persevering. After that, it has grown strongly. In fact, it is becoming difficult to keep up with demand this season."
Looking beyond fruit
It isn't only Belgian fruit and vegetable companies that are eyeing the Vietnamese market. Belgian pork exporters, which already have some experience in Vietnam, are looking to expand there.
With the rising standard of living in Vietnam, the demand for animal proteins is increasing. "This is a trend you see everywhere. With a growing middle class, you see more people switching to meat, while with us and in Western Europe you see a decline in meat consumption," said Van Causenbroeck.
There is also a "sustainable element" to meat exports to Vietnam from a Belgian perspective, argued Van Causenbroeck.
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Here, Belgian pork is mainly popular for the products that are not consumed in Western European countries, for example, ears, legs and snouts, but also diaphragm, tongue, heart and certain bone products, which are considered a delicacy in Vietnam." This means these parts of the animal can be used rather than thrown away.
Bens and Debra Meat, two experienced exporters of fresh and frozen pork, are taking part in the Flemish economic mission to Vietnam during which they are looking to make connections to sell directly on the Vietnamese market to increase margins.
