Wagralim with the NF4 consortium went recently to China from May 12th – 17th. This roadshow included 2 cities : Xiamen and Shanghai. The chosen date allowed the delegation of 19 companies to attend the SIAL China Fair (14th-16th May). Among these companies, Belgium was represented by its well-known products: Beer and Chocolate ! Let’s go deeper and discover the journey of “The Belgian Brewery” and “ Artisan Chocolaterie Legast”. These 2 companies are also part of Wagralim’s new members in 2019.

 

Export attract more and more SMEs 

 

The Belgian Brewery 

 

brasserie belge

 

http://www.labrasseriebelge.com 

 

Success is always associated with passion and motivation, this little brewery is becoming more and more well-known in Belgium

 

The Brewmaster is a true passionatethe love of well-made beer has always inhabited him, and hshared his know-how with many brewers in Belgium. 

 

Bruno Jacobs who participated to this mission is the Co-CEO of this brewery. He is scientist and is also a beer lover and had the dream to make his own beer.  

 

Nowadays, they are looking for opportunities outside of Belgium. Since the Belgian beer is linked with quality and the number of worldwide beer lovers keep going on, especially in China, “the demand for craft beer in China has significantly increased over the last few years, with both the rise of local craft breweries and the arrival of a growing number of foreign brands” (CBAC 2018). 

 

The brewery joined the mission to China in order to beneficiate the NF4 Fast track internationalization accelerator services. 

 

Legast Artisan Chocolatier

 

legast

 

https://www.legastchocolatier.com/ 

 

For numerous traditional occasions, Chinese people need offer gifts. At the same time, chocolates, especially luxury ones are becoming a ‘must’ to buy in order to show their love to their partner. 

 

Belgian chocolate is associated with high quality and it is also a byword for luxury, the growing middle-class consumers in China and the new generation of consumers which has a deeper understanding of chocolate (taste, manufacturing process and culture) will probably lead to an increase in chocolate consumption turning to high quality products.  

 

These opportunities have conducted Thibaut LEGAST and Patricia FORERO owners of the “Artisan Chocolaterie Legast” to participate the China innovation tour organized by the NF4 consortium 

 

Far from large-scale production circuits, Legast’s choice fell on a careful selection of quality raw materials. They are distinguished by the quality and finesse of its productions. Besides, they worked with Colombian farmers to develop quality cocoa. 

 

Missions abroad can help SMEs to grow their business 

 

The Belgian Brewery 

 

They are very satisfied about the mission and the link with other participants was strength I was well informed before the mission: we had a very rich meeting giving us relevant information about the market and Chinese habits. Once there, a few meetings were already organised, and we also had the chance to visit the important “SIAL” fair.  We also visited a university and a research company (DSM) where I could find some ideas to improve my production plan. After the mission, I keep in contact with everyone and I am sure that I will have all the needed help to achieve the commercialisation of our products to China.”  

 

Legast Artisan Chocolatier

 

This mission in China is the first step for opening the market, they thank the NF4 consortium for “facilitating the experience which has been very interesting”. All received information from the consumers, local players and the visited companies are constructive and motivating for innovation, such as new perspectives, ideas for new food products, etc. “the networking within the delegation is also interesting” 

 

Conclusion 

Under the name of Wagralim and the NF4 consortium, we wish to these companies the best success in the future! Do not forget, we are here to help you to grow! Are you interested in the Chinese market or do you want to participate in a mission? Our International Affairs Officer will help you with pleasure! 

 

Sources 

http://en.people.cn/n3/2018/1205/c90000-9525592.html 

https://www.straitstimes.com/lifestyle/food/chocolate-is-big-business-in-china