Belgium Showcases Fresh Produce At London Markets To Strengthen UK Trade Ties

Buyers and traders at London’s New Covent Garden Market were recently treated to a vibrant showcase of Belgian fresh produce. Held at the country’s leading wholesale market, the event featured a diverse tasting of Belgian fresh fruits and vegetables.

Organised as part of an EU co-funded campaign, the initiative included a breakfast meet-up with the Belgian delegation, a short address by the market director, and even a prize draw of a trip to Flanders. More than a showcase, the event served to strengthen trade ties and spotlight Belgium’s role as a trusted, long-standing fresh produce supplier to the UK.

Later the same morning, the Belgian delegation visited New Spitalfields Market and engaged directly with even more local buyers. Attendees explored how Belgium’s strengths – such as reliable logistics and counter-seasonal availability – can continue to support and complement the UK supply chain. A key partner for fresh produce trade Belgium has long been a trusted partner of the UK, supplying a wide range of high-quality, sustainably grown fruits and vegetables – from fresh tomatoes and year-round strawberries to leeks, aubergines, courgettes, pears, apples, and bell peppers.

Belgium exports an average of €148 million worth of fresh fruit and vegetables to the UK, reflecting a strong trade partnership built on reliability, quality and shared sustainability values.

“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.” mentioned Tommy Leighton, Marketing and Communications Manager of the New Covent Garden Market.

This initiative forms part of a wider promotional campaign co-funded by the European Union and led by VLAM, the Flanders’ Agricultural Marketing Board. Through a series of targeted actions, including in-person events and trade focused activations such as this, the goal is to position Belgian produce as a reliable, high-standard option for UK buyers -particularly during seasonal gaps or where consistency and quality are key.

“The UK is one of our most established and valued export markets,” said Nele Van Avermaet, Promotion Manager of Fruit & Vegetables at VLAM. “This campaign is about reinforcing that connection – making sure buyers know they can count on Belgium for trusted sourcing, even as demands shift and seasons change.”

Source: Hort News