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Partnership to export Belgian fruit to India, vegetables will follow
Nov 14, 2017

BelOrta and IG International are signing a partnership to introduce Belgian fruit and vegetables to the Indian market. Over the next four years Belgian apples and pears will continue to go to India. Although the market has been open to Belgium for a while, the concrete plans for the coming years were signed by the director of BelOrta Filip Fontaine in the Asian country last week.
 
Vegetables as well as fruit
Together with the Belgian King and Queen, Filip Fontaine travelled to India to sign the contract with the Indian fruit importer IG International. The royal part of this business trip certainly helped, indicates Filip. The Belgian market with India has been open for a few years, but the concrete agreements for the longer term were signed on November 9 with an import company from India. It has now been confirmed that we will engage ourselves as partners in the export of our apples and pears of different varieties towards India for the next four years. Besides fruit we will also invest in selling vegetables there as soon as market access is a fact. Until now there has been no engagement between the parties for a longer term. This has now changed.
 
Promotion
According to Filip the promotion of pears in India is particularly important. Selling apples is easier, says the director. Apples sell themselves, the people in India know what an apple looks like, says Filip. 
 
It's a different story for pears. The appearance of the Conference pears is experienced as not as good compared to an apple. This is why we are investing in pear tastings in India: letting the consumer taste the pear. Last year we set this up as BelOrta with support from the Flemish government. As of this season we are doing this in collaboration with the Vlaams Centrum voor Agro- en Visserijmarketing (Flemish Centre for Agrarian and Fishery Marketing), in which VLAM is rolling out a tastings programme in India with European support over the next three years. As of 2018 VLAM will also be starting a tastings programme for the Belgian Conference pear in China with support from Europe again.
    

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