{"id":11370,"date":"2026-04-14T02:44:08","date_gmt":"2026-04-14T02:44:08","guid":{"rendered":"https:\/\/www.europesays.com\/be\/11370\/"},"modified":"2026-04-14T02:44:08","modified_gmt":"2026-04-14T02:44:08","slug":"belgium-strengthens-asian-ambitions-at-fha-singapore-2026-3","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/be\/11370\/","title":{"rendered":"Belgium Strengthens Asian Ambitions at FHA Singapore 2026"},"content":{"rendered":"

SINGAPORE and KUALA LUMPUR, Malaysia, April 14, 2026 \/PRNewswire\/ — Belgium, a global leader in premium frozen potato products, will exhibit their premium offerings at Food & Hotel Asia (FHA) from April 21-24, 2026, at the Singapore Expo, Booth 7G4-01. The event serves as a key platform to strengthen trade ties in Asia, with a particular focus on Singapore and Malaysia, two markets that consistently show a strong appetite for quality processed potato products. Coordinating Belgium’s presence is VLAM (Flanders’ Agricultural Marketing Board), which supports the international promotion of Flemish agri-food products. Five leading exporters, Agristo, Clarebout Potatoes, Ecofrost, Global Fries and Pomuni, will present a broad portfolio tailored to foodservice and hospitality. Visitors can discover a wide range of frozen potato products, including flakes, pellets, and granules. Tastings at the Belgium pavilion will highlight the versatility, consistency, and flavour of these products.<\/p>\n

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Belgium ranks among the top global exporters of potato products<\/p>\n

Belgium ranks among the top global exporters of potato products. Its success is driven by a strong culinary heritage, strict quality standards, and advanced processing technologies. The iconic Belgian fry and the recognised Frietkot culture reinforce Belgium’s reputation as a trusted partner.<\/p>\n

Asia is a major growth driver for Belgian exports. At present, 45% of Belgium’s processed potatoes are destined for markets outside Europe, with East and Southeast Asia accounting for 8% of global exports. Belgium has established strong distribution channels across the region to meet increasing demand for high-quality, Western-style potato products.<\/p>\n

Market data confirms this potential. In 2025, Malaysia’s imported volume of potato products exceeded 166,000 tonnes, valued at more than \u20ac243 million. Belgium retains 7% of Malaysia’s imports, with a focus on reinforcing its value proposition through quality differentiation and supply chain reliability. In 2025, Singapore imported nearly \u20ac6.5 million worth of Belgian potato products, giving Belgium a 7% share of Singapore’s total potato imports. Belgium’s participation at FHA 2026 underlines its ambition to further expand in Asia and to support regional partners with high-quality potato solutions for foodservice and hospitality.<\/p>\n

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About VLAM<\/p>\n

VLAM, Flanders’ Agricultural Marketing Board, is a non-profit organisation promoting the sale, added value, consumption and image of products and services from Flemish agriculture, horticulture, fishery and agro-alimentary sectors in Belgium and abroad. Commissioned by the business community and the Flemish government, VLAM collaborates actively across the food chain.<\/p>\n

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