Vlam.be
Title
VLAM
Description
VLAM*, Flanders' Agricultural Marketing Board, is a non-profit organisation promoting the sale, the added value, the consumption and the image of products and services of the Flemish agriculture, horticulture, fishery and agro-alimentary sector in Belgium and abroad. It is commissioned by the business community and by the Flemish government and cooperates actively with as many links in the food chain as possible.
- 0454.423.323
VLAM Koning Albert II-laan 35 bus 50 B - 1030 Brussels T +32 2 552 80 11 F +32 2 552 80 01
VLAM - Germany
Cäcilienstrasse 46 D - 50667 Köln T +49 221 25 48 57 F +49 221 25 36 01
VLAM - France
6, rue Euler F - 75008 Paris T +33 1 56 89 14 68 F +33 1 56 89 14 69
Activity
Whereas promotional activities in Belgium itself are mostly consumer-oriented, the promotion abroad focuses on contacts with distribution, participation in food and trade fairs, organisation of contact days and advertisements in the trade press. To promote the export on two of its most important markets, France and Germany, VLAM has its own office in Paris and in Cologne. These foreign offices also take care of the Swiss and Austrian markets. On other foreign markets, VLAM cooperates closely with Flanders Investment and Trade.
Strategy The promotional campaigns of VLAM are based on market studies and market analyses. VLAM permanently keeps track of the consumption behaviour (pattern) of 3 000 Flemish families. Based on all this market information VLAM develops a promotional strategy for each sector. This means each sector has its own personal approach with its own personal touches depending on the specific market situation. In actual practice this leads to pure image campaigns, traffic generating campaigns and campaigns focusing on quality and product differentiation. In the latter case, it launches and promotes quality labels and systems of integral food chain control. This way Flemish products will be able to meet the demands of buyers in Belgium as well as abroad. The campaigns are extensively evaluated and tested by the objectives.
Financing VLAM is financed in 4 different ways: - The producers and the processing and supply industry pay contributions in the promotional fund. This way the different sectors finance their own campaigns. - The government finances the overall activities of VLAM - VLAM also receives financing and support of the European Union for certain projects. - Other sources of revenue are contributions of participants in trade fares or contact days and the sale of promotional materials
