Pop-up event: Uniquely phenomenal fries
As part of the launch of its “Belgium, uniquely phenomenal” campaign, the Belgian federal government is organising a pop-up event on Wednesday 26 April 2017 to draw attention to one of the 99 reasons to visit or invest in Belgium.
Between 12 noon and 2 pm, a friterie will treat guests to free fries with mayonnaise on the esplanade of the International Press Center - Résidence Palace (Rue de la Loi 155, Block C, 1040 Brussels). It doesn’t get more Belgian than that!
After all, fries are one of the 99 reasons mentioned in the campaign to visit or invest in Belgium. They are inextricably linked with Belgium and are part of the country’s gastronomic and cultural heritage. You’ll find friteries all over Belgium.
In a country such as Belgium, where life is good and delicious food is served, it goes without saying that the food (processing) industry plays an important role. The industry is one of the main, growing powerhouses of the Belgian economy and puts great stock in quality, diversity and innovation. It is no accident that ‘Small country. Great Food.’ is the slogan of www.food.be, the umbrella website of the Belgian food industry. FEVIA, the Federation of the Food Industry and one of the partners in the federal government’s campaign, represents 28 sectors and 637 Belgian companies that produce high-quality food and drinks in Belgium.
Belgium lies at the heart of the ideal growing area for potatoes. With an average yield of about 45 tonnes per hectare thanks to these perfect growing conditions and expertise in the potato supply chain, it is no coincidence that our country has grown into the largest exporter of (frozen) fries in the world. These Belgian fries, often produced in burgeoning family businesses, are enjoyed the world over. Every year, our country processes around 3.5 million tonnes of potatoes into fries, mashed potatoes, crisps (potato chips) and potato flakes. Belgium is home to around 7,000 potato growers.
According to a recent study, a quarter of the Belgian population buy fries from a friterie once a week and 95% of Belgians go to a friterie at least once a year. More than 60% eat fries at least once a week. Across Belgium there are about 5,000 friteries.
Fries taste even better with some sauce. Mayonnaise is the country’s favourite (40%), followed by beef stew sauce (32%), tartar sauce (13%), ketchup (9%) and sauce andalouse (7%).
The next few weeks and months will see other surprise events being organised to highlight the various reasons for visiting or investing in Belgium.
As a reminder, the campaign kicked off last week with an extensive poster campaign in the major Belgian cities, stations and airports. The messages on the posters have been circulated on social media through various promotions. The internet campaign is organised around the dynamic website www.uniquelyphenomenal.be. A visit to this website will get you in the right mood.
Hopefully you’ll join us for a taster?
For more information:
Arlin Bagdat
Directorate-General for External Communication
of the FPS Chancellery of the Prime Minister
+32 478 32 91 47