Belgian fresh fruits and vegetables were recently showcased to Buyers and traders at London’s New Covent Garden Wholesale Market, with the vent organised as part of an EU co-funded campaign.
The initiative included a meet-up with the Belgian delegation, a short address by the market director, with the event serving as a method 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. 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.
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“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.
“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.”
