In this installment of the Key Business Outlooks 2026 interview series, Katrien De Nul, Promotion Manager Potatoes at VLAM, outlines how Belgium’s potato promotion strategy is adapting to shifting consumption patterns, sustainability expectations, and evolving export dynamics. She discusses how VLAM has refined its international messaging beyond product availability, the markets shaping current promotional priorities, and how targeted communication is being used to safeguard the long-term competitiveness of Belgium’s potato and potato-processing sector.

How has VLAM’s role in promoting Belgian potatoes evolved over the past year, and what are your main priorities for the sector today?

Rather than only promoting product availability or quality in export communication, VLAM has placed greater emphasis on the added value of Belgian potatoes and potato products. While maintaining strong international presence through participation at trade fairs and promotion activities, we have increasingly focused on addressing changing market conditions and consumer expectations.

What are the key attributes that differentiate Belgian potatoes and potato products in international markets, and how does VLAM reinforce this positioning?

Belgian potato products are primarily differentiated by their strong processing expertise, their focus on frozen and convenience products, and their reliable supply chain. VLAM reinforces this positioning by increasing the international visibility of Belgian potato products at a professional level. For processed potatoes, this includes a strong presence at international trade fairs, targeted PR activities and digital communication, mainly through LinkedIn. 

Which export or focus markets are currently most important for Belgian potatoes, and how are your promotional strategies adapting to these regions?

For fresh potatoes, VLAM supports companies mainly through participation in leading European trade fairs, i.e. Fruit Logistica in Berlin and Fruit Attraction in Madrid. 

For processed potatoes, the UK remains one of the most important markets. Here, promotional efforts focus on communicating the high quality, wide product range and the sustainable production methods of Belgian potato products. In addition, VLAM is taking first steps in the Norwegian market. Although this is a relatively small market, it is not self-sufficient in potatoes and places a strong emphasis on quality, which creates opportunities for Belgian processed potato products.

Outside Europe, Asia and South-America are considered key growth regions. In Asian markets in particular, VLAM has invested strongly through participation in international trade fairs and sector events, responding to the growing demand for potato products.

How does VLAM collaborate with industry organisations and private-sector partners to strengthen the global visibility of Belgian potatoes?

Through joint participation in international trade fairs, VLAM supports the visibility and positioning of Belgian potato products. This collaboration allows us to represent the sector with one clear voice, while supporting companies in reaching international clients.

Which consumer trends are most influencing how Belgian potatoes are promoted today, and how is VLAM responding to them?

One of the most important trends is convenience. Consumers increasingly seek quick, easy and versatile meal solutions that fit into busy lifestyles. This trend supports the growing demand for frozen and prepared potato products. VLAM responds to this by highlighting the versatility and ease of use of Belgian potato products in its promotional activities. 

Health awareness is another significant trend. VLAM therefore places greater emphasis on nutritional information, providing correct information about the nutritional value of potatoes and their role in healthy, balanced meals, both for fresh and processed products. 

Also, consumers increasingly expect transparency about how their food is produced. In response, VLAM has integrated sustainability more structurally into its communication, highlighting efforts made by the Belgian and European potato sector in areas such as sustainable production and efficient processing.

From VLAM’s perspective, how can promotion support the long-term competitiveness of Belgium’s potato processing sector?

Promotion supports the long-term competitiveness of the Belgian potato processing sector by strengthening its international positioning as a reliable, innovative and high-quality food country. By consistently highlighting producing and processing expertise, product quality and sustainability, promotion helps maintain relevance, create added value and support export growth. 

What were the main challenges in promoting Belgian potatoes in 2025, and how did VLAM address them?

In 2025, the main challenges in promoting Belgian potatoes were not related to product quality or international demand, but rather to changing perceptions and consumption patterns within a rapidly evolving food environment. While the sector faced structural challenges such as high production volumes and ongoing market pressure, the promotional challenge for VLAM was to maintain relevance and value perception among both consumers and professional buyers.

On the domestic market, a major challenge was the continued shift in consumer habits. Home consumption of fresh potatoes has been declining, while competition from alternative meal components and convenience foods has increased. In response, VLAM placed greater emphasis on usage moments and contemporary consumption patterns. 

Another challenge was the need to communicate credibly about sustainability in an increasingly critical public debate around food production. Sustainability is no longer a differentiating extra, but a baseline expectation. VLAM addresses this by integrating sustainability more structurally into its communication, highlighting efforts throughout the entire value chain. This includes actions taken by growers and processors to reduce their carbon footprint, improve water reuse, and limit plastic packaging. In addition, maintaining soil health and supporting rural communities remain key pillars that shape VLAM’s current sustainability messaging and positioning of the Belgian potato sector.

Looking ahead to 2026 and beyond, what is VLAM’s vision for strengthening the global profile of Belgian potatoes?

Looking ahead to 2026 and beyond, VLAM aims to further strengthen the global image of Belgian potatoes by reinforcing Belgium’s positioning as a leading and future-oriented potato processing country. This includes a continued focus on key and growth markets, close alignment with evolving consumer and foodservice trends, and a strong emphasis on quality, expertise and sustainability. Through targeted, market-driven promotion and close collaboration with the sector, we seek to ensure a credible and long-term positioning for Belgian potatoes.