The visit to New Covent Garden and New Spitalfields markets was designed to reinforce Belgium’s reputation among buyers for reliable, counter-seasonal availability
A Belgian delegation has visited two of London’s leading fresh produce wholesale markets to celebrate a long-standing trading partnership and showcase key products.
The visit began at New Covent Garden Market at a breakfast meet-up and tasting of Belgian fruit and vegetables, with a short address from the director of the market and a prize draw of a trip to Flanders.
Next, the delegation visited New Spitalfields Market where the discussion centred on how Belgium’s reliable logistics and counter-seasonal availability complements the UK supply chain.
Belgium supplies tomatoes and year-round strawberries to the UK, as well as leeks, aubergines, courgettes, pears, apples, and bell peppers. Total Belgian exports of fruit and veg to the UK are worth an average of €148 million.
“The UK is one of our most established and valued export markets,” said Nele Van Avermaet, promotions manager at Flanders-based marketing board VLAM. “This campaign is about reinforcing that connection.
“Whether it’s strawberries available all year or reliable, traceable delivery, our goal is to offer practical advantages UK buyers can count on,” she added.
Marketing manager of New Covent Garden Market, Tommy Leighton, said: “Over the years, Belgium has earned a solid reputation among our traders, not just for quality, but for their understanding of the UK market’s pace and pressures.
“That insight makes a real difference at wholesale level, where timing, reliability and strong working relationships are everything.”
The market visits are part of a wider promotional campaign co-funded by the European Union and led by VLAM. The campaign also includes in-person events and trade shows, aiming to position Belgian produce as a reliable, high-standard option for UK buyers, particularly during seasonal gaps or where consistency and quality are key.
