VLAM, Flanders’ Agricultural Marketing Board, attended PMA Fresh Connections Brazil in São Paolo on 24 August to mark the official introduction of the Belgian Conference pear into the Brazilian market.
VLAM was attending the event for the first time, under the umbrella of the Taste of Europe campaign co-financed by the European Union.
The campaign involves promoting and communicating about Belgian Conference pears, which gained market access to Brazil in the spring.
The focus of the campaign is on tastings on the shop floor, which are regarded as the best way to make Brazilians warm to the pear, with exporters hoping the first shipments to São Paulo can get underway this autumn.
Belgian cooperative BelOrta was also present at the event in order to learn about the market in South America, and the opportunities in Brazil in particular, as well as to meet importers, retailers, growers, logistics partners and government representatives.