KUALA LUMPUR: Belgium, a global leader in premium frozen potato products, is stepping up efforts to capitalise on Malaysia’s fast-growing foodservice industry.
The Western European nation is showcasing its renowned quality and innovation at Food and Hospitality Malaysia (FHM) 2025, as it looks to deepen trade ties in the sector.
Malaysia is already the third-largest importer in Asia of Belgian frozen potato products, with imports hitting a record RM109 million (22 million euro) in 2024.
Coordinating the showcase is Flanders’ Agricultural Marketing Board (VLAM), which promotes Flemish agri-food products internationally.
Five leading Belgian exporters, Agristo, Clarebout Potatoes, Ecofrost, Global Fries and Pomuni, will headline the event, offering Malaysian industry players a taste of European quality, consistency and innovation.
In 2024, Malaysia imported more than 17,000 tonnes of processed potato products from Belgium, worth RM109 million (22 million euro).
The momentum has carried into 2025, with 5,800 tonnes worth over RM41 million (8.2 million euro) shipped in the first four months alone.
“As Malaysia’s foodservice sector grows, there is a clear appetite for premium and reliable ingredients that support operational efficiency.
“Belgian frozen potatoes offer consistent quality and a wide variety of cuts and formats to meet the evolving needs of chefs and distributors, from high-end restaurants to quick-service kitchens,” said Hilde Peeters of VLAM.
The Belgian presence at FHM 2025 forms part of a wider Asia campaign to promote European processed potato products through three pillars namely, high quality, premium taste and sustainability.
The campaign is co-financed by the European Union, underscoring Belgium’s commitment to serving international markets, including Malaysia.
FHM 2025 will run from Sept 23 to 26 at the Kuala Lumpur Convention Centre, where visitors can meet Belgian potato experts at Stand 7415 and experience their world-class frozen offerings.
© New Straits Times Press (M) Bhd
