Belgium firms satisfy Asian cravings

Belgian food and drink companies are offering luxury products abroad, writes Cargonews Asia. At the forefront is Stassen, an international producer of Belgian cider in Aubel, Wallonia, which recently began exporting its products to Japan via Seven & I Holdings, the parent company of the 7-Eleven Japan chain of convenience stores. While there is a desire among Japanese consumers for imported European food and drink, Stassen marketing manager Geraldine Bauvin explained that cider products were initially difficult to launch there as consumption was different to that of Europe: “Here we drink cider at home or in bars. In Japan it is consumed in the streets.” Another developing trend in food and drink exports is the investment in the manufacturers by Chinese companies. For example, in October, the biggest importer of Belgian beer in China bought Brouwery of Ecaussines in Wallonia.  Galler Chocolatier, produced in Chaudfontaine, also tailors its products for Asian markets. “The Chinese prefer bars and tablets,” said export manager Marie-Pierre Galler. “In Japan they prefer dark chocolate and products sold to look like and give as gifts.”