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Test the Waters in Belgium
By Laura G. Scandurra and Elza E. Peeters
Want to sell your products in
Northern Europe, but feel intimidated by the sheer size and
complicated decision-making process typical of larger markets?
Belgium’s small but diverse market is worth a second look
for U.S. exporters.
On a small scale, exporters can measure marketplace response for three countries’ preferences--thanks to Belgium’s Dutch-influenced, Flemish-speaking northerners, the French-speaking Wallonians in the south, and a pocket of German speakers in the eastern part of the country.
Belgium’s 10 million consumers spend an average $2,500
each on food every year--about mid-range for Europe. Though this
market isn’t the largest in Europe, its small size and 
open nature means a streamlined, and
often quicker, product acceptance process. If your product is
right for the market, it can be on supermarket shelves in a
matter of weeks, rather than months.
Product Quality Eases Market Access
Delhaize, Belgium’s second-largest grocery chain, provides an example of how product selections can be made. The company selects buyers from 15 competing companies to serve on a selection board and to try out each others’ wares.
If a product satisfies this discriminating group--as well as company representatives from Delhaize’s sales and quality control--it goes on grocery shelves. Delhaize is also realistic about the scale of business it can offer and won’t ask suppliers to make commitments they can’t keep.
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Laura G. Scandurra is the agricultural attaché at the
U.S. Embassy in Brussels, U.S. Mission to the European Union,
which also covers The Hague and Denmark.
Elza E. Peeters is an agricultural assistant with the Brussels office. Tel.: (322) 508-2437; Fax: (322) 280-1801.
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